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BIZ104 Customer Experience Management

Question

Answered

Question:

Learning Outcomes

a)Compare and contrast the emerging conceptsand practices that shape the customer experience.

b)Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategy

c)Research a customer problem and develop an appropriate customer experience

d)Develop and communicate a customer experience strategy

e)Analyse and apply tools to monitor and evaluate a customer experience strategy

Instructions

You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s).

Task

This assessment involves the following activities:

1.Introduce briefly the organisation you have chosen: the industry it competes in, its background, its service offering and your research objective to improve the customer experience.

2.Describe and discuss your primary research method for your online survey i.e. itsplanning, design, how you recruited your participants for your online survey and implementation. (You will need to have at least 10 completed customer surveys).

3.Describe and discuss at least 3 secondary research methods carried out (i.e. academic journal articles, book chapters, business reports, organisation’s website social media reviews).

4.Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives.

5.Identify and differentiate 2 customer segments from research undertaken using personas to illustrate and communicate their unique customer perspectives

6.Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research into account in forming the customer experience strategy.

7.Connect customer experience maps and alignment diagrams with a business value proposition for the 2 customer segments identified above.

8.Write a conclusion summarising how your CEM strategy will offer a better service to your organisation’s customers.

9.Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and if applicable screen shots of current social media reviews.

Learning Rubric:

 

Assessment Attributes

 

Fail (Unacceptable)

 

0-49

Pass (Functional)

 

50-64

Credit (Proficient)

 

65-74

Distinction (Advanced)

 

75-84

High Distinction (Exceptional)

 

84-100

Introduction of selected organisation

 

10%

Organisation has not been introduced, nor there is evidence of an attempt to identify its industry, background and service offering.

Organisation has been basically introduced, and there is some evidence of an attempt to identify its industry, background and service offering, although it may omit to identifyone of these keyelements.

Organisation has been satisfactorily introduced, and its industry, background and service offering have been clearly identified.

Organisation has been thoroughly introduced, and its industry, background and service offering have beenclearly and thoroughly identified.

Organisation has been expertly introduced, andits industry, background and service offering have been clearly and diligently identified.

Research methods and outcomes

 

 

20%

 

There is no/limited evidence of an attempt to plan, and appropriately design and implement an online survey.

 

There are inaccuracies inthe reported research outcomes, with falsified or missingdata. Questioning techniques could be substantially improved.

 

There is no/limited description and discussion of primary and secondary research methods, while the research results are summarisedcursorily.

There is evidence of abasic attempt to plan, and appropriately design and implement an online survey.

 

The reported research outcomes contains minor inaccuracies and the demonstrated questioning techniques, although covering all basic elements, could be improved to achieve a betteroutcome.

 

Primary and secondary research methods have been described and discussed cursorily. The research results summary is missing one or two key

elements.

The online survey has been adequately planned, and appropriately designedand implemented.

 

The reported research outcomes demonstrate an adequate implementationof appropriate questioning techniques.

 

Primary and secondary research methods have been described and discussed competently. The research results summary covers all key elements satisfactorily.

The online survey has been thoroughly and efficiently planned, designed and implemented.

 

The reported research outcomes demonstratea careful and thorough implementation of appropriate questioning techniques.

 

Primary and secondary research methods have been described and discussed exceedingly well.

 

The research results summary covers allkey elements clearly and

thoroughly.

The online survey has been expertly planned, designed and implemented.

 

The reported research outcomes demonstrate a conscientious implementation of appropriate and comprehensivequestioning techniques

 

Primary and secondary research methods havebeen described and discussed accurately and expertly.

 

The research resultssummary covers all key elements clearly and thoroughly.

BIZ104 Customer Experience Management

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