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Talk to an Expert| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | BPP Business School | Module Title | Managing Customer Experience |
| Word Count | 1000 Word |
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Please note late submissions will not be marked.
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 from the table below: GLOBAL AVIATION INDUSTRY
| DELTA AIR |
Delta Air Lines is widely recognised as one of the largest commercial airlines in the world by revenue and a benchmark for operational and financial performance among global legacy carriers. In recent years, Delta has generated annual revenues exceeding USD 55–60 billion, supported by strong domestic demand in the United States and a robust international network spanning Europe, Asia, and Latin America. Headquartered in Atlanta, Delta operates major hubs including Hartsfield-Jackson Atlanta International Airport—the world’s busiest airport by passenger traffic—alongside Detroit, Minneapolis–St. Paul, Salt Lake City, and New York (JFK). Its scale in the U.S. domestic market provides a powerful feeder network for long-haul services. Delta differentiates itself through a premium-focused strategy, offering Delta One business class, a strong corporate travel base, and one of the most valuable airline loyalty programmes globally (SkyMiles). The airline also generates significant ancillary revenue from cargo, co-branded credit card partnerships, and seat upgrades. As a founding member of the SkyTeam alliance, Delta leverages global joint ventures to strengthen transatlantic and transpacific connectivity. Despite exposure to fuel price volatility and labour costs, Delta’s disciplined capacity management and brand positioning sustain its status as a global revenue leader. https://ir.delta.com/news/news-details/2026/Delta-Air-Lines-Announces-December-Quarter-and-Full-Year-2025. |
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Financial-Results/default.aspx?utm_source=chatgpt.com https://www.reuters.com/business/architect-delta-air-lines-premium-strategy-retire-february-2025-12-18/?utm_source=chatgpt.com |
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| LUFTHANSA AIR | Lufthansa Group stands as Europe’s leading airline group by revenue and one of the most influential aviation players globally. The group has generated annual revenues in the range of USD 40+ billion in recent financial years, reflecting the recovery of intercontinental travel and strong premium demand. Headquartered in Germany, Lufthansa operates a multi-brand portfolio including SWISS International Air Lines, Austrian Airlines, Brussels Airlines, and Eurowings. Its primary hubs at Frankfurt Airport and Munich position the group as a key connector between Europe and global longhaul markets in North America, Asia, and the Middle East. Lufthansa’s business model blends full-service premium operations with short-haul European connectivity and growing leisure-focused services. The group also benefits from diversified revenue streams through Lufthansa Technik (maintenance, repair, overhaul services) and Lufthansa Cargo, strengthening its resilience compared to airlines reliant solely on passenger revenue. As a founding member of Star Alliance, Lufthansa leverages global partnerships to extend its network reach. While facing structural European challenges such as high airport charges and labour costs, the group remains a central pillar of global aviation, |
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combining scale, brand heritage, and strategic network depth. https://investor- relations.lufthansagroup.com/en/corporate-facts/key-data/lufthansa-group.html?utm_source=chatgpt.com |
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https://avitrader.com/2025/03/06/lufthansa-group-achieves-record-revenue-despite-challenges-in- 2024/?utm_source=chatgpt.com https://www.aviation24.be/airlines/lufthansa-group/lufthansa-group-reports-e1-3-billion-q3-operating-profit- |
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| confirms-strong-full-year-outlook/?utm_source=chatgpt.com | |||
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EMIRATES AIR |
Emirates is the largest airline in the Middle East by revenue and one of the most financially successful long-haul carriers globally. In its latest reported financial year (YE 31st March 2025), the airline posted record revenues of approximately US $39.6 billion, alongside historically high profits, reflecting a strong rebound in global long-haul travel and premium demand. Its performance has positioned it among the top 10 revenue-generating airlines worldwide, and the clear market leader within the Gulf region. The airline operates a pure hub-and-spoke model centred on Dubai International Airport, one of the world’s busiest international airports. This strategic geographic location enables Emirates to connect Europe, Asia, Africa, Australasia, and the Americas efficiently within a single stop. Unlike many legacy carriers, Emirates focuses almost entirely on international traffic, with no domestic market to support it— making its scale and profitability particularly notable. Emirates operates one of the youngest and most modern widebody fleets globally, dominated by the Airbus A380 and Boeing 777. Its brand positioning is strongly premium led, with globally recognised First and Business Class products, yet it maintains high load factors in Economy, balancing yield and volume effectively. Revenue diversification also plays a role in its strength. Emirates benefits from cargo operations (Emirates SkyCargo), strong ancillary sales, and global partnerships. While exposed to fuel price volatility and geopolitical risks, Emirates’ scale, cost discipline, and strategic location continue to underpin its dominant revenue position across Asia Pacific and the Middle East aviation landscape. https://www.emirates.com/mediacentre/emirates-group-achieves-record-profit-of-aed-227-bn-us-62-bn-in-2024-25/?utm_source=chatgpt.com |
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https://www.linkedin.com/posts/aeronews_the-emirates-group-announces-a-new-record-activity- |
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7393225701073629184-VfAQ?utm_source=chatgpt.com https://c.ekstatic.net/ecl/documents/annual-report/2024-2025.pdf?utm_source=chatgpt.com |
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https://www.ttrweekly.com/site/2025/05/emirates-group-achieves-record-profit/?utm_source=chatgpt.com |
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https://avitrader.com/2025/05/08/emirates-group-soars-to-record-breaking-heights-in-2024-25-financial- |
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3. Marking Guide
| Learning Outcome |
|
Marginal Fail 40% - 49% |
Pass 50% - 59% |
Merit 60% - 69% |
Distinction 70% -79% |
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 & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 advantage, and the analysis is poorly structured and unsupported by evidence. |
The submission shows a limited understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 and not wellintegrated into the analysis. The overall argument is weak and lacks coherence. |
The submission demonstrates an adequate understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 used but may not be fully developed or integrated. The analysis is generally coherent but may lack |
The submission shows a good understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 used effectively to support the analysis. The argument is coherent and demonstrates critical insight, though some |
The submission demonstrates an excellent understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & the customer. The discussion is thorough and wellstructured, 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 well-chosen and integrated seamlessly into the analysis. The argument is strong, |
The submission shows an outstanding understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & the customer. The discussion is comprehensive and exceptionally wellstructured, 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 brand has used CX to gain competitive advantage have been expertly chosen and integrated, providing robust support for the analysis. |
|
Learning Outcome |
Fail 0% - 39% |
Marginal Fail 40% - 49% |
Pass 50% - 59% |
Merit
|
Distinction 70% -79% | High Distinction 80% - 100% |
|
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 & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 advantage, and the analysis is poorly structured and unsupported by evidence. | The submission shows a limited understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 and not wellintegrated into the analysis. The overall argument is weak and lacks coherence. | The submission demonstrates an adequate understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 used but may not be fully developed or integrated. The analysis is generally coherent but may lack |
The submission shows a good understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & 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 used effectively to support the analysis. The argument is coherent and demonstrates critical insight, though some |
The submission demonstrates an excellent understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & the customer. The discussion is thorough and wellstructured, 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 well-chosen and integrated seamlessly into the analysis. The argument is strong, |
The submission shows an outstanding understanding of the definition, role & importance of CX for business success by creating a mutually beneficial relationship between the business & the customer. The discussion is comprehensive and exceptionally wellstructured, 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 brand has used CX to gain competitive advantage have been expertly chosen and integrated, providing robust support for the analysis. |
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