| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | BPP Business School | Module Title | Managing Customer Experience |
| Word Count | 1000 Words |
|---|---|
| Assessment Type | Formative Assessment |
| Assessment Title | Coursework 6 |
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 clearly identify in the report.
Choose one company within the global FAST FOOD INDUSTRY from the table below:
|
McDonalds |
|
Pizza Hut |
|
KFC |
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 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.
1. Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand
Guidelines and Points to Consider:
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 as it relates to customer experience strategy. In support of your discussion:
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.
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:
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.
|
Learning Outcome |
Fail 0% - 3G% |
Marginal Fail 40% - 4G% |
Pass 50% - 5G% |
Merit 60% - 6G% |
Distinction 70% -7G% |
High Distinction 80% - 100% |
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Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business (LO1). |
The submission demonstrates a lack of understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is superficial, with minimal reference to the role of CX, mutual benefits, or impact on your chosen brand’s business performance.
There is little to no use of specific examples of how your chosen brand has used CX to gain competitive |
The submission shows a limited understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion touches on the role of CX and its benefits but lacks depth and clarity. The impact on your chosen brand’s business performance is mentioned but not thoroughly explored. Specific examples of how your chosen brand has used CX to gain competitive advantage are sparse |
The submission demonstrates an adequate understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion covers the role of CX, mutual benefits, and impact on your chosen brand’s business performance with some clarity. Specific examples of how your chosen brand has used CX to gain competitive advantage have been |
The submission shows a good understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is clear and well- structured, covering the role of CX, mutual benefits, and impact on your chosen brand’s business performance in detail. Specific examples of how your chosen brand has used CX to gain a competitive advantage have been |
The submission demonstrates an excellent understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is thorough and well- structured, providing a detailed analysis of the role of CX, mutual benefits, and impact on your chosen brand’s business performance. Specific examples of how your chosen brand has used CX to gain competitive advantage have been |
The submission shows an outstanding understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the role of CX, mutual benefits, and impact on your chosen brand’s business performance. Specific examples of how your chosen |
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advantage, and the analysis is poorly structured and unsupported by evidence. |
and not well- integrated into the analysis. The overall argument is weak and lacks coherence. |
used but may not be fully developed or integrated. The analysis is generally coherent but may lack depth and critical insight. |
used effectively to support the analysis. The argument is coherent and demonstrates critical insight, though some areas may benefit further development. |
well-chosen and integrated seamlessly into the analysis. The argument is strong, coherent, and shows a high level of critical insight. |
brand has used CX to gain competitive advantage have been expertly chosen and integrated, providing robust support for the analysis. The argument is highly coherent, insightful, and demonstrates exceptional critical thinking. |
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Critically evaluate how an organisation ensures a seamless omnichannel customer journey (LO3). |
The submission demonstrates a lack of understanding of how an organisation ensures a seamless omnichannel customer journey. The discussion is superficial, with minimal reference to the definition and role of customer personas and customer journey maps and the importance of creating a seamless |
The submission shows a limited understanding of the topic. The discussion touches on the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer but lacks depth and clarity. Visual presentation of the customer |
The submission demonstrates a satisfactory understanding of how an organization ensures a seamless omnichannel customer journey. The discussion covers the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the |
The submission shows a good understanding of the topic. The discussion is clear and well- structured, covering the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer in detail. |
The submission demonstrates an excellent understanding of how an organization ensures a seamless omnichannel customer journey. The discussion is thorough and well- structured, providing a detailed analysis of the definition and role of customer personas and customer journey maps and the |
The submission shows an outstanding understanding of the topic. The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the definition and role of customer personas and customer journey maps and the importance of |
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experience for the customer. Visual presentation of the customer persona and customer journey map missing or created in a way that does not reflect the customers journey or the key elements. There is little to no critical evaluation or specific examples that are relevant to your chosen brand, and the analysis is poorly structured and unsupported by evidence. |
persona and customer journey map provided, but lacks understanding of the key elements or some elements omitted. The critical evaluation is weak, with few specific examples that are relevant to your chosen brand and limited analysis. The overall argument is not well-developed and lacks coherence. |
customer with some clarity. Visual presentation of the customer persona and customer journey map provided, showing understanding of key elements, but limited relevance to the chosen brand. The critical evaluation is present but may lack depth and critical insight. Specific examples that are relevant to your chosen brand are used but may not be fully developed or integrated. |
Professional looking visual presentation of the customer persona and customer journey map, with some relevance to the chosen brand. The critical evaluation is coherent and demonstrates insight, supported by specific examples that are relevant to your chosen brand. The argument is generally strong, though some areas may need further development. |
importance of creating a seamless experience for the customer. Excellent C professional looking visual presentation of the customer persona and customer journey map, with relevance to the chosen brand. The critical evaluation is strong, with well- chosen examples that are relevant to your chosen brand. and a high level of insight. The argument is coherent and demonstrates critical thinking. |
creating a seamless experience for the customer. Outstanding C professional looking visual presentation of the customer persona and customer journey map, with demonstrated relevance to the chosen brand. The critical evaluation is highly insightful, supported by expertly chosen examples that are relevant to your chosen brand. The argument is exceptionally coherent, demonstrating exceptional critical thinking and suggesting meaningful areas for improvement. |
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Research Skills |
Inadequate or weak academic/ intellectual skills with some difficulties. Largely imitative and descriptive. Some difficulty with structure and accuracy in expression, but developing practical/professional skills. |
Limited academic/intellectual skills. Original work with personal reflection and broad evidence-based critique. Solid structure and accuracy in expression. Practical/professional skills evident. |
Satisfactory academic/intellectual skills. Wholly original work with good reflection and well-reasoned judgments formed from evidence-based critique. Consistent structure and accuracy in expression. Practical/professional skills established. |
Good academic/intellectual skills. Demonstrates good intellectual originality and imagination |
Excellent academic/intellectual skills. Demonstrates very good intellectual originality, integrity, coherence and imagination. |
Outstanding academic/intellectual skills. Demonstrates outstanding intellectual originality, integrity, coherence and imagination |
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Referencing Skills |
Inadequate or weak references, but may contain inconsistencies, errors or omissions. |
Limited and full, and appropriate references with minor or insignificant errors |
Satisfactory with precise, full and appropriate references. |
Good with precise, full and appropriate references at a high standard. |
Excellent with precise, full and appropriate references at near-publishing standard. |
Outstanding with precise, full and appropriate references at publishing standard. |
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