Customer Experience Strategy Coursework 6 Summative Assessment Brief  2024-25 | BPP

Company

Product/Service

Country

Disney Experiences

A division of The Walt Disney Company, is the largest global amusement park operator by revenue, generating approximately $33.4 billion in 2023. With iconic destinations like Disneyland Resort, Walt Disney World, and international locations in Paris, Tokyo, Hong Kong, and Shanghai, Disney Parks attract millions annually. Known for immersive storytelling and unparalleled guest experiences, the parks feature world- class attractions, entertainment, dining, and themed accommodations. Disney continually innovates, leveraging beloved franchises such as Star Wars, Marvel, and Pixar to create new attractions, enhancing visitor engagement. Technological advancements, including the Genie+ reservation system, optimize guest experiences and reduce wait times. Sustainability is a priority, with initiatives to reduce waste and carbon emissions. Despite economic challenges, Disney Parks remain resilient, cementing their status as a leader in the global amusement park industry (Statista; Disney Annual Report).

ANY

Universal Destinations & Experiences

A subsidiary of Comcast Corporation is a leading global amusement park operator with revenue of approximately $8.95 billion in 2023. The company manages a portfolio of iconic parks, including Universal Studios Hollywood, Universal Orlando Resort, and Universal Studios Japan, offering attractions based on blockbuster franchises like Harry Potter, Jurassic Park, and Minions. Renowned for its cutting-edge technology and immersive experiences, Universal integrates 3D and 4D rides, live-action shows, and detailed theming to captivate audiences. Recent expansions include Super Nintendo World, which has bolstered its global appeal. The company targets diverse markets with tailored offerings, ensuring relevance in key regions such as North America, Asia, and Europe. Universal also leverages robust marketing and partnerships to attract millions of visitors annually. Customer experience is central to its success, with ongoing investments in innovation, mobile technology, and guest services to maintain its competitive edge (Statista).

ANY

Merlin Entertainments

Headquartered in the United Kingdom, is a leading global operator of visitor attractions, including theme parks, aquariums, and branded experiences. Renowned for its LEGOLAND parks, Madame Tussauds wax museums, and SEA LIFE aquariums, Merlin operates over 140 attractions in 25 countries. In 2023, the company reported revenues of approximately $2.3 billion, driven by a focus on family-oriented experiences and innovative partnerships with major franchises like LEGO and Peppa Pig. Merlin continually expands its

footprint, with new LEGOLAND parks in emerging markets and enhancements to existing attractions. The

ANY

Learning

Outcomes

Fail (0-39%)

Low Fail (40-49%)

Pass (50-59%)

Merit (60-69%)

Distinction (70-79%)

High Distinction (80-

100%)

(LO1)

LO1: Appraise

Weak or no

Limited knowledge of

Satisfactory

Good knowledge of

Excellent Knowledge

Outstanding

the importance

knowledge of CX with

CX with limited

knowledge of CX with

CX with adequate

of CX with thorough

Knowledge of CX

of customer

weak definition,

definition,

some basic

definition,

definition,

with thorough

experience for

explanation, and

explanation, and

definition,

explanation, and

explanation, and

definition,

the success of

importance. Weak or

importance. Limited

explanation, and

importance. Good

importance clearly

explanation, and

the business.

no evidence of

evidence of research

importance.

evidence of research

enumerated. Very

importance clearly

research into your

into your chosen

Adequate evidence

into your chosen

good evidence of

enumerated.

chosen company

company product to

of research into your

company product to

research into your

Outstanding

product to establish

establish

chosen company

establish

chosen company

evidence of research

implementation of

implementation of

product to establish

implementation of

product to establish

into your chosen

CX strategies and its

CX strategies and its

implementation of CX

CX strategies and its

implementation of

company product to

impact to deliver

impact to deliver

strategies and its

impact to deliver

CX strategies and its

establish

competitive

competitive

impact to deliver

competitive

impact to deliver

implementation of

advantage.

advantage.

competitive

advantage.

competitive

CX strategies and its

advantage.

advantage.

impact to deliver

competitive

advantage.

(LO2)

LO2: Design

Weak or no visual

Limited visual

Satisfactory visual

Good visual

Excellent

Outstanding

and implement

presentation of

presentation of

presentation of

presentation of

professional-looking

professional-looking

a customer

Consumer Persona

Consumer Persona

Consumer Persona

Consumer Persona

visual presentation

visual presentation

journey

and Customer

and Customer

and Customer

and Customer

of Consumer Persona

of Consumer Persona

mapping

Journey Map. Lacks

Journey Map. Lacks

Journey Map with

Journey Map with

and Customer

and Customer

process,

relevance to the

relevance to the

adequate relevance

good relevance to

Journey Map with

Journey Map with

persona

chosen company

chosen company

to the chosen

the chosen company

very good relevance

outstanding

creation and

product. Weak or no

product. Limited

company product.

product. Good

to the chosen

relevance to the

measurement metrics

definition, explanation, role and purpose in developing CX strategy identified.

definition, explanation, role and purpose in developing CX strategy identified.

Satisfactory definition, explanation, role and purpose in developing CX strategy identified.

definition, explanation, role and purpose in developing CX strategy identified.

company product. Excellent definition, explanation, role and purpose in developing CX strategy identified.

chosen company product. Flawless and brilliant definition, explanation, role and purpose in developing CX strategy identified.

(LO3)

LO3: Evaluate

Weak or no

Limited knowledge

Satisfactory

Good knowledge and

Excellent knowledge

Outstanding

and propose

knowledge and

and explanation of

knowledge and

explanation of CX

and explanation of

knowledge and

organisational

explanation of CX

CX performance

explanation of CX

performance metrics

CX performance

explanation of CX

CX

performance metrics

metrics with limited

performance metrics

with good

metrics with

performance metrics

performance

with weak or no

application to your

with basic application

application to your

impressive

with outstanding

metrics

application to your

chosen company

to your chosen

chosen company

application to your

application to your

chosen company

product. Basic

company product.

product. Good

chosen company

chosen company

product. Inadequate

evaluation of

Adequate evaluation

evaluation of

product. Excellent

product. Impeccable

evaluation of

effectiveness and

of effectiveness and

effectiveness and

evaluation of

evaluation of

effectiveness and

improvements.

improvements.

improvements.

effectiveness and

effectiveness and

improvements.

improvements.

improvements.

(LO4)

LO4: Evaluate

Weak or no

Limited knowledge of

Satisfactory

Good knowledge of

Excellent knowledge

Outstanding

how

knowledge of the

the role of

knowledge of the

the role of

of the role of

knowledge of the

organisations

role of interaction

interaction and

role of interaction

interaction and

interaction and

role of interaction

ensure a

and customization to

customization to

and customization to

customization to

customization to

and customization to

seamless omni-

improve and enhance

improve and

improve and enhance

improve and

improve and

improve and

channel

seamless omni-

enhance seamless

seamless omni-

enhance seamless

enhance seamless

enhance seamless

customer

channel marketing.

omni-channel

channel marketing.

omni-channel

omni-channel

omni-channel

journey

No evidence of

marketing.

Adequate evidence

marketing.

marketing. Very

marketing.

extensive research

Inadequate evidence

of extensive research

Significant evidence

Good evidence of

Outstanding

into chosen company

of extensive research

into chosen company

of extensive research

extensive research

evidence of

and justification is lacking.

into chosen company and weak justification

and basic justification.

into chosen company and adequate justification.

into chosen company and impressive justification.

extensive research into chosen company and impressive justification.

(LO5)

LO5: Identify and critically evaluate CX processes in different industries and different brands and discuss success factors.

Weak or no knowledge of Customer Centricity concept with weak explanation of its importance to business success.

Weak or no evidence of research into your chosen company product to establish implementation of CX processes. Weak or no discussion of CX critical success factors and its impact to deliver competitive advantage.

Limited knowledge of Customer Centricity concept with limited explanation of its importance to business success.

Limited evidence of research into your chosen company product to establish implementation of CX processes. Limited discussion of CX critical success factors and its impact to deliver competitive advantage.

Satisfactory knowledge of Customer Centricity concept with basic explanation of its importance to business success.

Satisfactory evidence of research into your chosen company product to establish implementation of CX processes.

Satisfactory discussion of CX critical success factors and its impact to deliver competitive advantage.

Good knowledge of Customer Centricity concept with good explanation of its importance to business success.

Good evidence of research into your chosen company product to establish implementation of CX processes. Good discussion of CX critical success factors and its impact to deliver competitive advantage.

Excellent knowledge of Customer Centricity concept with very good explanation of its importance to business success.

Excellent evidence of research into your chosen company product to establish implementation of CX processes.

Excellent discussion of CX critical success factors and its impact to deliver competitive advantage.

Outstanding knowledge of Customer Centricity concept with impressive explanation of its importance to business success.

Brilliant and flawless evidence of research into your chosen company product to establish implementation of CX processes.

Outstanding discussion of CX critical success factors and its impact to deliver competitive advantage.

Research Skills

Inadequate or weak academic/ intellectual skills with

some difficulties.

Limited academic/intellectual skills. Original work

with personal

Satisfactory academic/intellectual skills. Wholly original

work with good

Good academic/intellectual skills. Demonstrates

good intellectual

Excellent academic/intellectual skills. Demonstrates

very good

Outstanding academic/intellectual skills. Demonstrates

outstanding