Customer Experience Strategy CW7 - Summative Assessment Brief Version 2 - BPP

 Assessment Brief

You are required to write a 2500-word report on the customer experience (CX) strategy of one (1) company product shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must identify in the introduction to your report. 

Task 1: 

Discuss the concept of customer experience, focusing on the emergence of customer experience (CX) as a competitive advantage for your chosen company. Highlight the strategic importance of the following Critical success Factors- people, Culture & strategy for your chosen company.

Guidelines:

➢ Explain the entire customer experience for your selected brand: from initial contact to post-purchase interactions, identifying strengths, weaknesses, and opportunities for improvement. 

➢ Highlight strategic importance: emphasize how exceptional customer experience drives customer loyalty, increases revenue, and provides a competitive edge in the marketplace. 

➢ Discuss critical success factors within your selected company: Identify key elements necessary for a successful CX strategy with regard the identified CSFs: people, culture, & strategy. 

➢ Provide actionable recommendations for your selected company: Offer practical steps and strategies for enhancing the customer experience, ensuring they are specific, feasible, and aligned with business goals. 

Task 2:

Develop a customer journey map that reflects the consumer persona of a Gen Z consumer aged 20-27 for your chosen company product/service. Discuss the role of personas and customer journey mapping in developing customer experience strategies. 

Guidelines:

➢ Visualize Data: Utilize visual elements like tables and infographics to make the persona and journey map more engaging and easier to understand.

➢ Research Thoroughly: Collect data from various sources, such as company websites, surveys, social media analytics, and market research reports, to build a comprehensive understanding of your Gen Z consumer. 

➢ Be Specific: Ensure your persona and journey map are detailed and specific to your chosen company product/service for greater relevance and act. - Explain the concept of consumer persona, highlighting the following key elements specifically (Demographics, Profile, Motivations, Goals, Painpoints) - Explain the concept of customer journey mapping identifying and explaining the following key elements specifically (Stages, Activities, Feelings, Needs, Opportunities  for improvements) 

➢ Incorporate Feedback: Use actual customer feedback and testimonials to validate your persona and journey map.

TASK 3: Suggest two performance metrics for your chosen company and justify why these are best for your chosen company to measure

Guidelines:

➢ Choose any two from the following: Return on Customer (RoC); Customer Retention Rate (CRR); Customer Churn Rate (CCR); Customer Equity (CE); Customer Effort Score  (CES); Life-Time Value (LTV); Net Promoter Score (NPS) 

➢ Clearly define the concept of metrics measurement and its role in customer experience 

➢ Provide a detailed explanation of each CX metric, including how it is measured and why it is important for the chosen company. 

➢ Evaluate the company's current performance for each CX metric using data or examples. Identify two specific areas for improvement for each metric. 

➢ Propose actionable strategies for improving each identified area. Ensure the suggestions are practical and tailored to the company's context.

➢ Organize the response in a clear, structured format with headings and subheadings. Use bullet points or numbered lists for clarity. Ensure the response is concise and  focused. Example:

• CX metrics and explanation 
•  Current performance analysis 
• Areas for improvement 
• Suggested strategies

Task 4:

Critically evaluate the role of interaction in delivering a seamless omni-channel customer experience by your chosen company. 

Guidelines:

➢ Define Omni-Channel Strategy: Clearly outline the company's omni-channel strategy and its goals using relevant company research. 

➢ Customer Interaction Channels: Identify and describe all interaction channels used by the company. 

➢ Customer Feedback Utilization: Analyze how customer feedback is collected and used to improve the omni-channel experience leveraging technological infrastructure 

➢ Integration and Consistency: Evaluate how well these channels are integrated to provide a consistent customer experience. 

Intro & Conclusion: provide the following: 

➢ At the beginning of your report (before task1), an introduction that identifies the name your company, their product/service and the country of operation.  

➢ At the end of your report (after task4), a conclusion on how effective the Customer Experience Strategy of your chosen company product/service is, using evidence from  the previous four tasks to support your reasoning. (Suggested word count: Introduction 30 words, conclusion 120 words – total 150 words between the two)

Presentation:

The report must be in a clear font (e.g., Arial/Calibri point size 11) with consistent format styles, automatic page numbers, and a table of contents. Line spacing should be 1.5. Maximum word count: 1400 (Formative) and 2500 (Summative) 

Suggested Structure: Your report structure should include the following sections: 

- Cover page University cover sheet 
- Title Page 
- Table of Contents