ASSESSMENT BRIEF 3
Subject Code and
Title BIZ104 Customer Experience Management
Assessment CEM Strategy Report (40%)
Individual/Group Individual
Length 2000 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
c) Document a customer journey map
d) Develop and communicate a customer experience strategy
e) Identify tools to monitor and evaluate a customer experience strategy
Submission
By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12)
Weighting 40%
Total Marks 100 marks
Context:
BIZ104_Assessment Brief 3_CEM
Strategy Report_Module 6
This assessment aims to apply your learning throughout the term towards a unified customer experience management strategy report. The goal is to research, analyse and communicate how the chosen organisation from assessment 2 will manage customer experience(s) towards achieving a particular brand perception and customer loyalty.
Your aim is to illustrate and communicate a CEM strategy accounting for service gaps in the present situation and proposing a better service offering. Using experience mapping tools and applying experience management methodologies, the presentation should account for how the CEM strategy provides the organisation with a competitive advantage.
Taking the role of consultants, you aim to persuade an audience of management staff within the chosen organization from assessment 2 of a better approach to managing their customers’ experience(s).
Instructions:
Applying concepts throughout the term, groups will outline a CEM strategy that –
• Introduces the company background and industry
• Identifies and differentiates 3 customer segments and profiles (with personas)
• Connects customer experience maps with an updated business value proposition for each segment or customer profile
• Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in forming the experience strategy
• Applies the IDIC model towards achieving loyal customer relationships
• Presents the value proposition for each segment.
• Maps the current experience and journey maps for each of the 3 customer profiles.
• Illustrates the current state of the customer experience and where the challenges and opportunities for improvement are.
• Explains how your recommended customer experience strategy contributes towards an intended brand perception
• Explains how the customer experience will be measured and evaluated
• Proposes improved service offerings by applying best practice CEM concepts covered through the term, data gathered from Voice of the Customer (VOC), interview, survey and other field research tools.
• Documents steps towards forming a customer centricorganization
You are expected to apply such concepts as:
• IDIC model,
• Customer Touch-points,
• Moments of Truth,
• Brand experience,
Value Proposition Illustration tools include: • Customer personas,
• Alignment diagrams (Experience maps, customer journey maps, service blueprints, mental model diagrams),
• strategy maps,
• strategy canvas,
• value proposition canvas.
Students are encouraged to explore and use customer experience mapping and presentation tools to illustrate their CEM strategy. There will be opportunities to practice and explore these through the term.
Learning Rubrics CEM Strategy Presentation Pack
AssessmentAttributes Fail 0-49
Pass 50-64
Credit 65-74
Distinction 75-84
High Distinction 84-100
Knowledge and
understanding
20% Limited understanding of requiredconcepts 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 conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials. Thorough knowledge or understanding of the field or discipline/s.
Supports personal opinion and information substantiated by evidence from the research/course materials.
Demonstrates a capacity to explain and apply relevant concepts. 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.
Illustration and communication of Customer personas, alignment diagrams, and
strategy maps
30%
Too brief and not considerate of entire journey or strategy.
Considerate of pre- engagement, usage as well as post- engagement. Not clear how the research has driven the creation of the maps and diagrams
Research-driven maps with insights derived foroptimizing touch- points and maximizing value proposition.
Detailed maps of journeys with clear derivation from the compiled user research. Student understands the mental models for the
customer and has insight for designing an experience for them.
Excellently presented map with important insightsinto the
customer’s
triggers, drivers, influencers and other key empathy
facets for designing the experience. Is strongly research- based.
Evaluation of strategic position and strategic options
20% Specific positions and options fail to take into account complexities or positions and options areunsupported. Presents and succinctly discusses relevant and supported strategic position and options. Presents and succinctly discusses relevant and supported strategic position and options and includeslimitations. Presents and succinctly discusses relevant and supported strategic position and options and includes limitations and implications. Presents and succinctly discusses relevant and supported strategic position and options, includes limitations and implications, and offers alternatives.
Critical reasoning, presentation and defense of an argument and/or position
15% Specific position (perspective orargument) fails to take into account thecomplexities of the issue(s) or scope of the assignment.
Makes assertions that are not justified. Specific position (perspective or argument) begins to take into account the issue(s) or scope of the assignment.
Justifies any conclusions reached with arguments not merely assertion. Specific position (perspective or argument) takes into account the complexities of the issue(s) or scope of the assignment. Others’ points of view are acknowledged.
Justifies any conclusions reached with well- formed arguments not merely assertion. Specific position (perspective or argument) is expertly presented and accurately takes into account the complexities of the issue(s) and scope of the assignment.
Justifies any conclusions reached with well-developed arguments. Specific position (perspective or argument) is presented expertly, authoritatively and imaginatively, accurately taking into account the complexities of the issue(s) and scope of the assignment. Limits of position are acknowledged.
Justifies any conclusions
reached with sophisticated arguments.
Use of academic and discipline conventions and sources of evidence Poorly written with errors in spelling, grammar. Is written according to academic genre (e.g. with introduction, conclusion or summary) and has Is well-written and adheres to the academic genre (e.g. with introduction, conclusion Is very well-written and adheres to the academic genre. Expertly written and adheres to the academic genre.
15% quality, credible and relevant research sources to support and developideas.
There are mistakes in using the APA style. accurate spelling, grammar, sentence and paragraph construction.
Demonstrates consistent use of credible and relevant research sources to support and develop ideas, but these are not always explicit or well developed.
There are no mistakes in using the APA style. or summary).
Demonstrates consistent use of high quality, credible and relevant research sources to support and develop ideas.
There are no mistakes in using the APA style. Consistently demonstrates expert use of good quality, credible and relevant research sources to support and develop appropriate arguments and statements. Shows evidence of reading beyond the key reading
There are no mistakes in using the APA style. Demonstrates expert use of high-quality, credible and relevant research sources to support and develop arguments and position statements. Shows extensive evidence of reading beyond the key reading
There are no mistakes in using the APA Style.