Customer Experience Strategy- CXS CW11 Summative Assessment Brief - BPP University

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:    

The global banking industry increasingly leverages customer experience (CX) as a key competitive advantage. As digital transformation accelerates, banks are focusing on personalized, seamless interactions across multiple channels to enhance customer satisfaction. Institutions are investing in technologies like artificial intelligence (AI), data analytics, and automation to predict customer needs and offer tailored solutions in real-time.

Customer experience is no longer limited to traditional service but extends to mobile and online platforms. With the rise of fintech, customers now expect fast, frictionless banking experiences. Therefore, banks are working to optimize digital interfaces, reduce wait times, and offer more self-service options. Moreover, trust and transparency have become crucial, as customers demand more secure, reliable, and ethical banking solutions.

Banks that prioritize customer experience often benefit from higher customer retention, improved brand loyalty, and an enhanced competitive edge. In regions where competition is fierce, superior customer experience can differentiate a bank from its competitors and foster long-term growth. This shift highlights the growing recognition that in a digitally driven marketplace, exceptional customer experience is critical to delivering exceptional financial performance.

You need to address the following tasks:

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.
• Identify and explain three critical success factors that contribute to successful customer experience implementation.

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, Needs, Activities, Feelings, 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:

Evaluate Net Promoter Score (NPS) and Lifetime Value (LTV) as two relevant customers experience performance metrics for your chosen company. Guidelines:

• Definition and importance of CX performance metrics.
• List seven common CX metrics used across industries.
• Identify and describe NPS & LTV CX performance metrics relevant for the selected organization.
• 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 the selected retail chain, including its market position, target audience, and product offerings.
• Describe the retailer's omni-channel strategy in detail. This should include the various channels used (e.g., physical stores, online platforms, mobile apps, social media), and how these channels are integrated.
• Evaluate how the retailer ensures a seamless customer experience across channels. Discuss the technologies, processes, and organizational practices in place to support this.
• Identify any challenges the retailer faces in maintaining a seamless omni-channel experience and discuss the solutions implemented to address these challenges.