BMGT3003 Customer Experience Management Assignment 1 Brief Sem 1, 2025-26

Published: 13 Dec, 2025

Category	Assignment	Subject	Management
University	University of Worcester	Module Title	BMGT3003 Customer Experience Management

Word Count	3,000 words
Assessment Type	Assignment 001:Individual report
Academic Year	2025-26

BMGT3003 Assignment Brief 2025-26, Semester 1

Assignment 001	Individual report
Word Limit or equivalent (e.g. time)	3,000 words
Weighting	100 %
Learning Outcomes Assessed	i) Demonstrate a critical understanding of the challenges inherent in customer relationship management. ii) Critically evaluate and apply relationship management theories and frameworks to the customer’s service experience. iii) Critically analyse the contribution of service employees and technology to relationship management. iv) Demonstrate a critical awareness of current issues in relationship management.
Submission date	Assignments due by 3 pm on 12 January 2026
Feedback date	All assignment feedback will be issued on the 20^th working day following the submission deadline. Feedback will bereleased on: 6 February 2026

What do I need to do to make a success of this assignment?

This assignment requires you to write a report on one question from a choice of four themes. The themes relate to customer experience management with a focus on experience.

Question one: In what ways do customers interact with one another? How can service organisations influence this interaction?

Question two: Critically discuss the forms that customer misbehaviour takes in a service industry of your choice. How can service organisations manage this misbehaviour?

Question three: How can service organisations manage customer value and experience across the customer lifecycle?

Question four: What is involved in customer experience and how can service organisations manage customer experience?

Attend all sessions and ask questions as we work through the module. You must use academic sources to support your work, as well as support your statement with real examples of customer experiences which can be found in articles about specific industries as well as customer feedback applications.

Refer to customer experience/relationship theory and/or frameworks in your discussion. Make sure that you focus on the learning outcomes.

How should I present my work?

Make sure that your report is geared towards the question you selected.

Your report should set the scene, i.e. position the topic of customer experience within the framework of customer relationship management. Next, introduce the industry you will be covering by giving the reader an idea of the issues involved in this industry.
Discuss the experiences of customers and comment on how these experiences impact on the customer’s relationship with the company.

Propose how businesses within the industry can address the experience of their customers. Make sure to cover the aspects involved in the customer journey, for example the service staff, technology, etc.

Template:

Introduction
Customers and CEM in a specific industry
Customer journey and the challenges involved.
Customer journey (if applicable)
Customer interaction with service employees and technology
Customer value and experiences
Customer experience – what the future holds.

Please do not include the grading matrix!

If you don’t want your work to be used anonymously to help future students, the please write on any cover page that you are not happy for your work to be used.

References (use the University Harvard referencing system, support is available through the library: University of Worcester Referencing

The assessment briefing will take place in the first week of the module and be referred to as we work our way through the module. During this session, students will receive detailed information about the assessment criteria, expectations, and guidelines. It is crucial for all students to attend this briefing to ensure they understand the requirements and can ask any questions they may have.

You can submit an assessment plan of your work in progress or a short piece of text (no longer than one side of A4) to enable you to obtain guidance on the overall structure and direction of your assignment. You should submit this at least two weeks before the Christmas break. This will enable us to provide feedback so as to develop your work.

There are also feed-forward opportunities on the last teaching week before the Christmas break for you to receive feedback/guidance to enhance your assessment. Participation is highly recommended as it offers valuable insights and guidance from the tutors

How and when do I hand my assignment in?

Your work must be word-processed/typed and should clearly show your student number. You should submit your work by the 3pm deadline on 12 January 2026. You should submit your work to Blackboard which is available via MyDay. You are required to keep a copy of work handed in.

See the separate Assignment Support Information document on Blackboard for help on how to submit or what to do if you are having trouble submitting your assignment

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How will my assignment be marked?

Specific marking criteria for your assignment is provided in the Grading Matrix within this document.

You are strongly advised to check your completed work against the Grading Matrix to ensure have completed all areas required before you submit it.

You should also ensure you adhere to the word limit / word count stated in your assessment brief document, details of which can be found in the University’s Assessment Policy

Assessment Criteria

GRADE

Customer relationship challenges and application of theory/frameworks

Contribution of service employees and technology

Critical awareness of current issues

Communication skills

Exceptional systematic depth and breadth of knowledge and understanding of principles/concept- tual and theoretical perspectives, with strong independent critical and evaluative analysis that goes

significantly beyond what has been taught

Exceptional response to the task of evaluating the contribution of service employees and technology.

Evidence of extensive critical appraisal of independent research and analysis of a range of sources to develop outstanding critical evaluation and insight in response to the task.

Accomplished communication style and expression of ideas, information, analysis, and argument to a high level with accurate use of English/spelling, punctuation and grammar.

Well-developed breadth and depth of knowledge and critical understanding of key facts/concepts/ issues/principles and theories/ perspectives showing clear independent critical analytical understanding.

Very strong response to the task of evaluating the contribution of service employees and technology.

Evidence of breadth and depth in critically appraised independent reading and research to inform thorough analysis and insight in response to the task.

Very proficient communication of ideas, information, problems, and analysis with clear, coherent, and fluent style in selected format with accurate use of English/spelling, punctuation, and grammar.

Sound systematic depth and breadth of knowledge and understanding of key facts/ issues/ concepts/principles and perspectives/theory including some critical/ analytical understanding.

A good thorough response to the task of evaluating the contribution of service employees and technology.

Evidence of breadth and depth in independent reading and research in the development of relevant critical insight in response to the task.

Confident effective communication of ideas, information, problems, etc. with clear, coherent and appropriate style verbally, electronically, visually, and/or in writing with accurate use of English/spelling, punctuation, and grammar.

Adequate depth and breadth of knowledge and understanding, dealing with key facts/concepts/princ iples and perspectives/theory

A sufficient response to the tasks of evaluating the contribution of service employees and technology.

Evidence of some independent reading and research to inform the development of a relevant response to the task.

Communicates ideas effectively and conveys meaning with clarity and appropriate style verbally, electronically, visually, and/or in writing with mostly accurate use of English/spelling, punctuation, and grammar.

E-F

Limited knowledge and understanding with only a basic grasp of key facts/ concepts/principles and perspectives/theory

Weak response to the task of evaluating the contribution of service employees and technology.

Limited evidence of the use of set materials/relevant academic sources and references.

Communication is inaccurate, incomplete, or otherwise problematic in conveying understanding. Very poor communication indicates incoherence and/or seriously incomplete understanding.

Errors in English/spelling, punctuation, and grammar impede understanding of content.

Very poor knowledge and understanding indicating insufficient grasp of disciplinary concepts/principles and perspectives/theory

Very poor response to the task of evaluating the contribution of service employees and technology.

Very little evidence of the use of set materials/relevant academic sources and references.

Very limited engagement and understanding, and overall poor response to the task.

H / NS

Seriously inadequate or insufficient response or non-

submission.

Seriously inadequate or insufficient response or non- submission.

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