ASSESSMENT BRIEF 1
Subject Code and
Title BIZ104 Customer Experience Management
Assessment Reflective Essay
Individual/Group Individual
Length 1200 words (+/- 10%)
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 25%
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:
• 2 products, OR
• 2 services, OR
• 2 companies, OR
• 2 institutions, OR
• 2 venues OR
• 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.
BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 1 of 5
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.
BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 2 of 5
Learning Rubrics
Assessment Attributes Fail (Unacceptable) (0-49) Pass
(Functional)
(50-64) Credit
(Proficient)
(65-74) Distinction
(Advanced)
(75-84) High Distinction
(Exceptional)
(85-100)
Presentation and academic writing skills; grammar, spelling, language, flow.
20% Unsatisfactory level academic writing including vocabulary, writing style.
Work lacks logical flow and is unclear to read.
Needs development on use of sub- headings, presentation and flow.
Argument lacks supporting evidence. Satisfactory level of academic writing.
Work lacks some flow; needs development on use of sub-headings, presentation and flow.
Information is mostly relevant and succinct.
Information, arguments and evidence are presented in a way that is not always clear and logical. Good, solid level of academic writing style.
Work flows and presents well.
Information is mostly relevant and succinct.
Information, arguments and evidence are well presented, mostly clear flow of ideas and arguments.
Line of reasoning is easy to follow. Good level academic writing including vocabulary, writing style.
Impartial language mostly used.
Information is mostly relevant and succinct.
Information, arguments and evidence are very well presented; the presentation is logical, clear and well supported by evidence. High-level academic writing including vocabulary, writing style.
Impartial language used. Document flows logically and is clear to read.
Expertly presented; the presentation is logical, persuasive, and well supported by evidence, demonstrating a clear flow of ideas and arguments.
Effective use of diverse presentation aids, including graphics and multi-media.
Referencing & Unsatisfactory use of the APA Satisfactory correct Generally correct Mostly Correct Correct use of the APA
substantiation
10% referencing system.
In-text citations are used in- appropriately most of the time.
Many references missing and/or inappropriately used.
A high amount of mistakes in the in- text references and/or bibliography.
Mostly relied on non-academic sources that cannot be verified as a dependable source of accurate information (i.e. Wikipedia). use of the APA referencing system.
In-text citations are used appropriately some of the time, although some references missing and/or inappropriately used.
A moderate amount
of mistakes in the in- text references and/or bibliography.
Few quality academic sources and other relevant and reliable sources of contemporary findings on the topic use of the APA referencing system.
A moderate amount
of mistakes in the in- text references and/or bibliography.
Average amount of quality academic sources and other relevant and reliable sources of contemporary findings on the topic use of the APA referencing system.
A few small mistakes in the
in-text references and/or bibliography.
Good combination of some high quality academic sources and other relevant and reliable sources of contemporary findings on the topic referencing system.
In-text citations are used appropriately.
No mistakes in the in- text references or bibliography.
Good combination of several high quality academic sources and other relevant and reliable sources of contemporary findings on the topic
Evaluation of information selected to support the discussion Limited understanding of key concepts required to support the case study.
Confuses logic and emotion. Resembles a recall or summary of key ideas.
Often confuses personal opinion Successfully identifies and summarizes the main issues and related concepts, Well demonstrated capacity to explain and apply relevant Supports personal opinion and information substantiated by evidence from the research/course
30% Information taken from reliable sources but without a coherent analysis or synthesis. with information substantiated by evidence from the research/course materials. but does not explain why/how they are problems or create questions concepts.
Compares and contrasts viewpoints of experts on subject. materials.
Demonstrates a capacity to explain and apply relevant concepts.
Identify logical flaws.
Compares and contrasts viewpoints of experts on subject.
Knowledge and
understanding
40% Limited understanding of required concepts and knowledge
Key components of the assignment are not addressed. Knowledge or understanding of the field or discipline.
Resembles a recall or summary of key ideas.
Often confuses personal opinion with information substantiated by evidence from the research/course materials. Thorough understanding of the topic, and demonstrates a capacity to explain and apply relevant concepts. All key areas have been addressed. Highly developed understanding of the topic. Has addressed all key areas of the assessment in detail and demonstrated a capacity to clearly explain all relevant concepts. A sophisticated understanding of the topic. Has addressed all of the key concepts in detail and demonstrated a capacity to add insight and further understanding to the concepts explored.