Managing Customer Experience Formative Coursework 1 Assessment Brief | BPP

Assessment Brief

You are required to write a 1000-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 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. However, All words within these tables will count towards your overall total of 1,000 words except for the consumer persona and customer journey map using the recommended templates.

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
• LO3: Critically evaluate how an organisation ensures a seamless omnichannel customer journey.

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.
• Concerning 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, concerning 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 on 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, 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.

The words contained within your persona and customer journey map, using the class template, do not count towards your overall word count of 1,000

Presentation: The report must be in a clear font (e.g., Arial point size 10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers and a table of contents. Line spacing should be 1.5. NOTE: The word count of 1000 words. does not apply to the following elements of your report:

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