customer experience reflection

3 ASSESSMENT BRIEF 1

Subject Code and Title BIZ104 Customer Experience Management

Assessment Customer Experience Reflection

Individual/Group Individual Reflective Report

Length 1000 words (+/- 10%)

Learning Outcomes a) Compare and contrast the emerging concepts and practices that underpin the customer experience

b) Apply the influence of perception to the customer experience of service delivery

Submission By 11:55pm AEST/AEDT Sunday of module 2.2 (week 4)

For intensive (6 week) class: by 11:55p.m. AEST/AEDT Sunday of Week 3

Weighting 30%

Total Marks 100 marks

Context

Assessment 1 has been designed for you to show your understanding of what customer experience is, and its relevance to an organisation’s strategy and overall success. To do this, you will discuss and apply the concepts/theory from modules 1 and 2 for good customer experience and the importance of understanding the customer perspective. From this you will be able to view the entire customer journey (before, during and after).

Instructions

In week 2, reflect on two customer experiences you have encountered with two different products or services and from two different organisations. One experience should be a positive experience and the second a negative experience. As part of this, you must discuss and apply the concepts/theory from modules 1 and 2 (IDIC Model, Dirft, Moments of Truth, Touch Points, etc.) with your chosen two experiences to compare and contrast the two experiences.

For your reflective report, you are required for each experience to:

a. Briefly introduce your experience and discuss at least 3 “touch points” (Refer to the content covered in modules 1 and 2).

b. Discuss the thoughts/actions you took during your customer journey (before, during and after), i.e. how you reacted to the positives and negatives moments of truth)

c. Apply at least 3 CEM concepts / theories in your customer journey discussion. Refer to content covered in modules 1 and 2.

d. Use Proto-persona profiles to illustrate you relative to your customer experiences. Identify pain points, and needs and goals. Refer to content covered in modules 1 and 2.

e. Compare and contrast the two customer experiences and reflect, by providing examples, on what makes a good customer experience, i.e. why the positive experience was good? Why the negative experience was bad? What would have made the negative experience a good one? What are the main differences between the positive and negative experience?

2.Appendix – MUST BE INCLUDED (not included in the word count). a. Proto-persona diagram (poor experience component):

Use Proto-persona profiles to illustrate yourself relative to the component with poor experience.

b. Proto-persona diagram (positive experience organisation): Use Proto-persona profiles to illustrate yourself relative to the component with positive experience.

You can search for user persona diagram template or use the one available in Module 5.1

c. Follow the interactive Reflective Wheel instructions activity located via module 2.2 learning resources and activities.

Access each interactive reflective wheel criteria in the links provided in the module. Take a screen shot of the result and attach it to the assessment as an appendix.

Reflective Writing

Reflective writing ordinarily occurs in the first person (and you can do so here) and works best when you think deeply about a topic and look at both the positives as well as opportunities to improve in a situation.

Try to be as specific as possible, use brief examples from your experience to illustrate your points and try to select examples that enable you to demonstrate learning against the attributes in the rubric.

Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th: https://laureate-

au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co ntent_id=_2498849_1

Submission Instructions

Submit your Customer Experience Reflection via the Assessment link in the main navigation menu in BIZ104 Customer Experience Management by the due date. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.

The Learning Rubric below is your guide to how your assessment task will be marked. Please be sure to check this rubric very carefully before submission.

BIZ104 Assessment Brief 1 Page 2 of 5

BIZ104 Assessment Brief 1 Page 4 of 6

Learning Rubric: Assessment Brief 1- Customer Experience Reflection

Assessmen t

Fail (Unacceptable) (0- 49)

Pass (Functional)

(50-64)

Credit (Proficient)

(65-74)

Distinction (Advanced)

(75-84)

High Distinction (Exceptional)

(85-100) Attributes

Introduction of customer experiences and discussion of “touch points”

20%

Customer experiences have not been introduced, neither is there evidence of an attempt to identify their most significant “pain” points.

There is no/limited evidence of an attempt to discuss “touch-points” in the customer experience process.

Customer experiences have been introduced basically, and there is some evidence of an attempt to identify their most significant “pain” points, although it may omit key elements.

There is evidence of a basic attempt to discuss “touch- points” in the customer experience process.

Customer experiences have been satisfactorily introduced, and their most significant “pain” points have been clearly identified.

At least 3 “touch points” have been identified and discussed appropriately.

Customer experiences have been thoroughly introduced, and their most significant “pain” points have been clearly and thoroughly identified.

3 relevant “touch points” have been clearly identified and discussed in detail.

Customer experiences have been expertly introduced, and their most significant “pain” points have been clearly and diligently identified.

3 relevant “touch points” have been clearly identified and expertly discussed.

Reflection and application of CEM concepts and proto- persona profiles to personal customer journeys

30%

Text demonstrates a limited attempt to reflect on the personal customer journeys, with no/limited attempt to apply CEM concepts and proto- persona profiles to support ideas in reflection.

Text demonstrates a basic attempt to reflect on the personal customer journeys, with a basic attempt to apply CEM concepts and proto- persona profiles to support ideas in reflection.

Text demonstrates an adequate reflection of the personal customer journeys, with a critical application of at least 3 CEM concepts and proto- persona profiles to support ideas in reflection.

Text demonstrates a thorough reflection of the personal customer journeys, with a critical and in-depth application of 3 CEM concepts and proto- persona profiles to support ideas in reflection.

Text demonstrates an expert reflection of the personal customer journeys, with an in-depth, critical and meticulous application of 3 CEM concepts and proto- persona profiles to support ideas in reflection.

BIZ104 Assessment Brief 1 Page 5 of 6

Comparison of personal customer experiences and reflection on good customer experience.

30%

Personal customer experiences have not been compared nor an explanation has been proposed to define what makes a good customer experience.

Personal customer experiences have been compared basically. There is evidence of an attempt to explain what makes a good customer experience, albeit cursory and with a limited use of examples from personal experience to support ideas.

Personal customer experiences have been compared adequately. There is also evidence of an adequate explanation of what makes a good customer experience, which is supported by examples from personal experience.

Personal customer experiences have been compared critically. A relevant and substantial explanation of what makes a good customer experience has been provided, which is supported critically by examples from personal experience.

Personal customer experiences have been compared critically and thoroughly. A relevant, substantial and detailed explanation of what makes a good customer experience has been provided, which is supported expertly by examples from personal experience.

Structure and flow of ideas

15%

Text does not present sufficient information, ideas or evidence. Text lacks logical/clear structure and flow of ideas, making it difficult to understand. Line of reasoning is unclear and difficult to follow.

Text presents information, ideas and evidence sufficiently, however these require further logic and clarity. Text has a sufficient structure, however flow of ideas are a challenge and can be difficult to understand. Line of reasoning is passable, however, can sometimes be difficult to follow and requires clarity.

Text presents information, ideas and evidence clearly and logically. Text has a good structure, with a good flow of ideas. Line of reasoning is of a good standard and easy to follow.

Text presents information and arguments in a logical and clear way, which is well supported by evidence. Text has a very good structure, with a strong flow of ideas; opinions and ideas are expressed in a clear and concise manner with obvious connection to topic. Line of reasoning is clear, logical and easy to follow.

Text is expertly presented; descriptive, concise and informative, exceptionally developed and well supported by evidence. Text has an excellent structure, with a strong, clear flow of ideas; engages and sustains the audience’s interest in the topic and the reader can immediately grasp the relevancy. Line of reasoning is excellent; demonstrating a clear, logical flow of ideas and arguments that are easy to follow.

BIZ104 Assessment Brief 1 Page 6 of 6

Correct citation of key resources

5%

Does not include correct references in reference list or in-text citations; does not use APA 6th ed. style.

Attempts to include references in reference list or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th ed. style, however may contain some citation or referencing errors.

Includes in-text citations and references in reference list from suitable sources; uses APA 6th ed. style, however may contain minor citation or referencing errors.

Includes in-text citations and references in reference list from suitable sources; uses APA 6th ed. style, containing minimal and or no errors.

Includes in-text citations and references in reference list from suitable sources; uses APA 6th ed. style, containing no errors.