Customer Experience Strategy CW4 Summative Assessment Brief 2025 | BPP

Assessment Brief: 

You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific product from a company of your choice listed below. The report should focus on analysing the CX strategy as it is implemented in a particular country where the company operates.

You should write your report for the Board of Directors of the company you have chosen from the list below. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so. Below is an overview of the global retail chain industry. 

Industry Overview: TOBACCO INDUSTRY

The global tobacco industry is a multi-billion-dollar sector undergoing significant transformation due to shifting consumer preferences, regulatory pressures, and advancements in technology. In 2023, the industry's market size was estimated at approximately $941 billion, with projections suggesting growth to $1,122 billion by 2030 at a modest annual growth rate of about 2.5% (Mordor Intelligence; MAXIMIZE MARKET RESEARCH)

Cigarettes remain the dominant product category, accounting for over 80% of revenue, but alternatives like e-cigarettes, heated tobacco products, and smokeless options are gaining traction. These innovations cater to a growing demand for reduced-risk products, especially among younger, health-conscious consumers (Grand View Research; Talk Tobacco)

Geographically, Asia-Pacific is the largest market, representing nearly 60% of global revenue in 2023. The region's growth is driven by large youth populations and aggressive marketing by key players. Meanwhile, North America and Europe see a gradual decline in traditional tobacco use due to stringent regulations, health awareness campaigns, and the rising popularity of non-combustible nicotine products (Grand View Research; Knowledge Sourcing Intelligence LLP; Talk Tobacco)

The industry faces challenges from increased taxation, advertising bans, and packaging laws designed to curb consumption. However, these factors also spur innovation, with companies focusing on next-generation products to sustain growth (MAXIMIZE MARKET RESEARCH; Talk Tobacco.

TASK 1: Discuss the role of customer experience contributions to the business success of your chosen company

Guidelines:

• Define customer experience and explain its components/processes.
• Discuss how customer experience impacts business performance, including financial metrics and brand reputation.
• Analyze how the business has successfully leveraged customer experience to achieve competitive advantage.
• Brief explanation of customer-centricity in customer experience and the implications for the business.
• Explain the following three critical success factors highlighting how they contribute to improving customer experience (People; Corporate Culture; Structure & Process).

TASK 2: Develop a customer journey map for your chosen company/product using a millennial (Gen Y) aged 30-35yrs consumer persona.

Guidelines:

• Overview of the selected company and its market environment.
• Create a detailed persona based on market research and data analysis highlighting the following key elements specifically (Demographics, Profile, Motivations, Goals, Painpoints)
• Develop a customer journey map for the persona, identifying and explaining the following key elements specifically (Stages, Activities, Feelings, Needs, Opportunities for improvements)
• Analyze how the persona interacts with the customer journey map and what this reveal about the company's customer base.
• Offer strategic recommendations for enhancing customer engagement and experience based on the integrated analysis.

TASK 3: Identify and evaluate two relevant customers experience performance metrics for your chosen company

Guidelines:

• Definition and importance of CX performance metrics.
• Overview of common CX metrics used across industries.
• Describe any two CX performance metrics amongst the following relevant for the selected organization (Net Promoter Score; Customer Effort Score; Lifetime Value, Customer Equity; Return On Customer; Customer Retention Rate; Customer Churn Rate).
• Justify the selection of each metric in relation to the organization’s goals and customer expectations.
• Consider potential challenges in implementing and measuring these metrics.
• Provide recommendations on how the organization can effectively implement these metrics.

TASK 4: Critically evaluate the omni-channel strategy of your chosen company/product

Guidelines:

• Provide a brief overview of your chosen company, including its market position, target audience, and product offerings.
• Describe the omni-channel strategy in detail. This should include the various channels used (e.g., physical platforms, online platforms, mobile apps, social media, etc), and how these channels are integrated.
• Evaluate how it ensures a seamless customer experience across channels. Discuss the technologies, processes, and organizational practices in place to support this.
• Identify any challenges the company faces in maintaining a seamless omni-channel experience and discuss the solutions implemented to address these challenges. Presentation: The report must be in clear font (e.g., Arial/Calibri point size 11) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5.