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BIZ104 Assessment Brief 4 Page 1 of 5 ASSESSMENT BRIEF 4 Subject Code and Title BIZ104 Customer Experience Management Assessment Customer Experience Strategy: Recommendations Individual/Group Individual Presentation Length 7 minutes +/- 10% (Maximum 10 slides) Learning Outcomes a) Compare and contrast the emerging concepts and 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 Submission Due by 11:55pm AEST/AEDT Thursday of Module 6.2 (week 12) Weighting 20% Total Marks 100 marks Context This assessment task is designed for you to reflect on assessments 2 and 3 of your chosen organisation to provide concise recommendations on how your organisation could become more customer-centric. To do this, you will apply your knowledge and understanding of key concepts that shape the customer experience covered in all the modules of this subject. You are required to submit a recorded presentation that shows you on camera as well as visual aids (i.e. power point slides). This provides you with an insight into what may be part of your job role in the future. BIZ104 Assessment Brief 4 Page 2 of 5 Instructions To complete this assessment task you need to consider the feedback to your assessment tasks 2 and 3 to propose concise recommendations on how your chosen organisation could become more customer-centric and better prepare for the future of customer experience management. Your presentation must be in a video format (i.e. mp4, MOV, etc.) for uploading into Blackboard. This assessment involves the following activities: 1. Introduction Introduce yourself, your chosen organisation and the purpose of your presentation topic. Briefly justify the relevance of the presentation topic to the organisation’s industry. 2. Propose and support your recommendations on: How the organisation can customise its products/services How the organisation could become (more) customer-centric How the organisation could prepare better for the future of customer experience management. 3. Conclusion Provide a brief summary of your overall recommendations. 4. Reference slide References must be listed using APA 6th ed. referencing style. Submission Instructions Uploading your video presentation Detailed instructions on compressing (if necessary) and uploading your video presentation are available at: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_4044_1&cont ent_id=_387629_1&mode=reset Submit your Costumer Experience Strategy: Recommendations via the Assessment link in the main navigation menu in BIZ104 Costumer Experience Management by Thursday of week 12, module 6.2. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades. https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_4044_1&content_id=_387629_1&mode=reset https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_4044_1&content_id=_387629_1&mode=reset https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_4044_1&content_id=_387629_1&mode=reset BIZ104 Assessment Brief 4 Page 3 of 5 Learning Rubric: Assessment 4 – Customer Experience Strategy: Recommendations Assessment Attributes Fail (Unacceptable) 0-49% Pass (Functional) 50-64% Credit (Proficient) 65-74% Distinction (Advanced) 75 -84% High Distinction (Exceptional) 85-100% Knowledge and understanding of CEM demonstrated in recommendations 35% The information presented demonstrate a limited understanding of required CEM concepts and knowledge. Key components of the assessment task have not been addressed. Confusion of personal opinion with information (substantiated by evidence) from the research/subject materials. No clear indication of further reading and research undertaken to substantiate recommendations. The information presented demonstrate a basic understanding of required CEM concepts and knowledge. Basic key components of the assessment task have been addressed, however, resemble a repetition/ summary of key ideas; needs originality. Some confusion of personal opinion with information from the research/subject materials. Basic indication of further reading and research undertaken to substantiate recommendations. The information presented demonstrate a thorough understanding of required CEM concepts and knowledge; it demonstrates a good capacity to explain and apply relevant concepts. Key components of the assessment task have been addressed, adequately. Justifies personal opinion with information from the research/subject materials. Some indication of further reading and research undertaken to substantiate recommendations. The information presented demonstrate a highly- developed understanding of required concepts and knowledge of the campaign plan; well-demonstrated capacity to explain and apply relevant concepts. Key components of the assessment task have been addressed, very well. Discriminates skilfully between personal opinion and information from the research/subject materials. Clear indication of extensive reading and research undertaken to substantiate recommendations. The information presented demonstrate a sophisticated understanding of required CEM concepts and knowledge; Mastery of concepts and application to new situations/further learning. Key components of the assessment task have been addressed, expertly. Systematically and critically discriminates between personal opinion and information from the research/subject materials. Considerable indication of comprehensive reading and research undertaken to substantiate recommendations. Organisation, development, and transition of ideas in presentation Organisation: ideas are somewhat disorganised, making them convoluted and difficult to understand. Organisation: ideas are coherently organised, however, some points come across as convoluted. Organisation: presented in a thoughtful, clear and coherent manner; signs of logical sequence in the organisation. Organisation: provides motivating content that engages the viewer from the beginning of the presentation and keeps the Organisation: Professionally presented; logical, clear and very well supported by evidence. BIZ104 Assessment Brief 4 Page 4 of 5 30% Development: ideas have little flow, and are often vague. The points are unclear, information is often irrelevant, and ideas lack support. Transition: presentation lacks a logical sequence, and transitions are abrupt and distracting. Development: ideas have potential, however, flow is a challenge. There is clarity with some of the points however, some information is redundant and ideas could use more structure. Examples need a clearer connection to the central purpose. Transition: presentation needs a clearer logical sequence of information and requires some effort to follow. Transitions in the presentation are allowable, however not always smooth, which at times distracts the audience. Development: sufficient information, evidence and examples that relate to purpose are included. Transition: most transitions are easy to follow, but at times ideas are unclear. audience's attention throughout. Development: information, arguments and evidence are very well presented; logical, clear, and well- supported by evidence. Transition: ideas support the central purpose and are arranged logically; transition smoothly from one to another and are clearly linked to each other. Development: Expertly presented; logical, persuasive, and motivating; introducing a set of ideas and suggestions that keep audience's attention throughout. Transition: Ideas transition smoothly from one to another and are clearly linked to each other and clearly related to purpose; smooth transitions connect ideas right from the start. Appropriate and creative use of multi- media and visual data 25% Multi-media is poorly prepared and/or distracting, or non- existent. Lacks an understanding of the variety of available resources; needs to develop a better understanding of the variety of available resources. Visual data used very poorly; does not support Multi-media is included, however, does not clearly or appropriately support script and overall presentation. Shows evidence of using available resources, however can be more professional. Some visual data used to support script and overall presentation, however, could be used more Multi-media is well-prepared and clearly relates to script and overall presentation. Shows evidence of using available resources, satisfactorily. Adequate visual data used to support script and overall presentation, however, could be used more strategically and effectively as a motivation tool for the audience. Effective use of (possibly diverse) multi-media clearly relating to the script and overall presentation. Available resources used in a professional manner. Effective and strategic use of visual data as a motivational tool for the audience. Highly effective use of (possibly diverse) multi- media, clearly relating to the script and overall presentation. Available resources used in a very organised and professional manner. Exemplary use of visual data as a motivational tool for the audience. BIZ104 Assessment Brief 4