ASSESSMENT BRIEF 1
Subject Code and
Title BIZ104 Customer Experience Management
Assessment Reflective Essay
Individual/Group Individual
Length 11000200 words (+/- 10% Words )
Learning Outcomes a) Compare and contrast the emerging concepts and practices that underpin the customer experience
b) Apply the influence of perception to the customer experience of service delivery
Submission By 11:55pm AEST/AEDT Sunday of Module 3(Week 5)
Weighting 20%
Total Marks 100 marks
Context:
This assessment aims to develop your understanding of the significance of the customer experience relative to business strategy and success. You will consider the concepts surrounding what generating a good customer experience entails and the importance of understanding the customer perspective.
Instructions:
Select 2 separate products or services or any of the following that you have personal experience with:
x 2 products, OR x 2 services, OR x 2 companies, OR x 2 institutions, OR x 2 venues OR x 2 events
For example: if you select 2 products, one component must represent what you consider to have a ‘poor’ customer experience and the other component a ‘good’ customer experience.
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The aim of essay is to apply CEM concepts in explaining what made one a poor experience and the other a positive one.
Topics to be covered in the essay
1. Brief introduction:
Provide a brief introduction to each component of your selection, and a brief explanation of your service experience with both.
2. Body:
i. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component with poor experience
ii. Identify the 2 most significant “pain” points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was poor. iii. Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component with positive experience
iv. Discussion of 2 touch and pain points (positive) and application of at least 2 CEM concepts :
Identify the 2 most significant “pain” points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was positive.
3. Compare and contrast the two experiences to explain why one experience is better than the other.
4. Brief conclusion
*The 1000 word count applies only to the written discussion (intro, body and conclusion) and does not apply to the information diagrammed in the proto-personas.
*It is essential to make proper reference to the academic sources of the CEM concepts applied using APA referencing methods.

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