Managing Customer Experience CW1 Summative Assessment Brief | BPP University

Assessment Brief

You are required to write a 2500-word report on the customer experience (referred to as CX from now on in this brief) strategy.

This report should focus on the CX strategy of one (1) company 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 clearly identify in the report.

Choose one company from the table below:

As a CX consultant, you should write your report for the Board of Directors of the company you have chosen from the list above. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate.

Where you feel it is appropriate, the use of tables to more clearly present the findings in your report is acceptable.

You will be assessed on the module learning outcomes:

• LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business
• LO2: Critically Evaluate organisational CX performance metrics
• LO3: Critically evaluate how an organisation ensures a seamless omnichannel customer journey.
• L04: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.

Within the report, you need to address the following:

1. Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand

Guidelines & Points to Consider:

• Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.
• With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.

2. Discuss how your chosen brand has been able to deliver a seamless omnichannel experience for its customers.

Guidelines & Points to Consider:

• Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer personas and customer journey maps and their role in the creation of a customer strategy. In support of your discussion:
  −Create a detailed customer persona relevant to your chosen brand based upon research and data analysis highlighting the following key elements: Profile, Persona’s Goals, Pain-points and Motivations.
  −Using the class template, develop a customer journey map for your persona, identifying the key elements of the journey (Stages, Needs, Activities, Feelings, Pain-points and Opportunities for Improvement)
• Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been in creating a seamless journey for the customer.
• Suggest areas for improvement based upon your evaluation of how easy your chosen brand makes it for the customer to complete their journey.

3. Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.

Guidelines & Points to Consider:

• Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
• With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers
  -Consider factors such as the rationale behind the 3 metrics, their benefits and weaknesses in relation to your chosen brand.
  -Evaluate why the three metrics discussed would be most beneficial to the chosen company.

4. Critically reflect on how successful your chosen brand has been in creating the customer centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.

Guidelines & Points to Consider:

• Critically evaluate how effective your chosen brand has been in creating the customer centric culture needed to deliver the seamless customer experience your persona values.
• Discuss the importance of CX Leadership AND CX Governance in creating a customer centric business and critically evaluate how effective your chosen brand has been at implemented these within the organisation.
• Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation etc.) and critically evaluate the effectiveness of your brand’s efforts to implement this.
• With reference to previous sections, critically evaluate the overall quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.

Presentation: 

The report must be in clear font (e.g., Arial point size 10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. NOTE: The word count of (2500 words) does not apply to the following elements of your report:

• The Cover Page
• The Table of Contents
• Lists of Abbreviations.
• References
• Appendices

All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this coursework assignment, please contact the tutor or the module leader.

Marking Guide: