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BIZ104 Assessment Brief 3 Page 1 of 6 ASSESSMENT BRIEF 3 Subject Code and Title BIZ104 Customer Experience Management Assessment Customer Experience Strategy: Analysis Individual/Group Individual Report Length 1200 words (+/- 10%) 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 By 11:55pm AEST/AEDT Sunday of module 5.2 (week 10) Weighting 35% Total Marks 100 marks Context Customer experience is the perception of an organisation’ experience in the eyes of the customer. Building a customer experience strategy to improve customer experiences is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer. In this assessment task, you will apply your acquired knowledge to create a unified customer experience strategy. To do this, you will build on assessment 2 to analyse and communicate how your chosen organisation will manage customer experience(s) towards achieving customer loyalty. Your aim is to illustrate and communicate a CEM strategy proposing a better service offering. Using experience mapping tools, the report should account for how the CEM BIZ104 Assessment Brief 3 Page 2 of 6 strategy provides the organisation with a competitive advantage. This assessment task provides you with an insight into an activity that maybe part of your job role in the future. Instructions You are to continue with the role of consultant for your selected organisation as in Assessment 2 Customer Experience Strategy: Research Outcomes. To complete this assessment task, you need to prepare a report to persuade the management staff of your chosen organisation of a better approach to managing their customers’ experience(s). This assessment involves the following activities: 1. Introduce briefly the organisation you have chosen: the industry it competes in, its background and its service offering. Consider and implement the feedback received from assessment 2. 2. Identify and differentiate 2 customer segments (from research undertaken for assessment 2) using personas to illustrate and communicate their unique customer perspectives 3. Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research (in assessment 2) into account in forming the customer experience strategy. 4. Connect customer experience maps and alignment diagrams with a business value proposition for the 2 customer segments identified above. 5. Highlight briefly, how your CEM strategy will offer a better service to your organisation’s customers. 6. Write a conclusion. 7. Follow APA 6th edition style of referencing to cite your academic resources and provide a reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163 _1&content_id=_2498849_1 Submission Instructions Submit your Customer Experience Strategy Analysis via the Assessment link in the main navigation menu in BIZ104 Costumer Experience Management by the due date. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades. The Learning Rubric below is your guide to how your assessment task will be marked. Please be sure to check this rubric very carefully before submission https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 BIZ104 Assessment Brief 3 Page 3 of 6 Learning Rubrics: Assessment 3- Customer Experience Strategy: Analysis 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 15% 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 identify one of these key elements. 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 been clearly and thoroughly identified. Organisation has been expertly introduced, and its industry, background and service offering have been clearly and diligently identified. Knowledge, understanding and application of key CEM concepts 25% 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/course materials. No clear indication of further reading and research undertaken. 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/course materials. Basic indication of further reading and research undertaken. Thorough understanding of required CEM concepts and knowledge; demonstrates a good capacity to explain and apply relevant concepts to justify customer experience strategy. Key components of the assessment task have been addressed, adequately. Justifies personal opinion with information from the research/course materials. Some indication of further reading and research undertaken. Highly-developed understanding of required CEM concepts and knowledge; well- demonstrated capacity to explain and apply relevant concepts to justify customer experience strategy. Key components of the assessment task have been addressed, very well. Discriminates skilfully between personal opinion and information from the research/course materials. A sophisticated understanding of required CEM concepts and knowledge; Mastery of concepts and application to persuasively justify customer experience strategy. Key components of the assessment task have been addressed, expertly. Systematically and critically discriminates between personal opinion and information from the research/course materials. BIZ104 Assessment Brief 3 Page 4 of 6 Clear indication of extensive reading and research undertaken. Considerable indication of comprehensive reading and research undertaken. Illustration, communication and support of customer personas, journey maps, alignment diagrams and strategy maps 30% The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps is too brief and not considerate of entire journey or strategy. There is no/limited evidence of an attempt to use primary and secondary research to support the maps and diagrams. The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate partially the journey or strategy. There is evidence of a basic attempt to use primary and secondary research to support the maps and diagrams. The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy adequately. These optimize touch-points and maximise value proposition. There is evidence of an adequate use of primary and secondary research to support the maps and diagrams. The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy thoroughly and in detail. These demonstrate a thorough understanding of the value of customer insights for the organisation. There is evidence of a critical use of primary and secondary research to support the maps and diagrams. The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy expertly. These demonstrate a critical and thorough understanding of the value of customer insights for the organisation. There is evidence of a critical and expert use of primary and secondary research to support the maps and diagrams. Conclusion 10% Text does not include a conclusion, or there is a limited attempt to conclude ideas with no reference to key points in the analysis. Text shows evidence of a basic attempt to conclude ideas; conclusion is a general recall of key points in the analysis. Text shows evidence of a satisfactory and thorough conclusion of ideas, which includes a brief summary of key points in the analysis. Text shows evidence of a satisfactory and thorough conclusion of ideas. Conclusion discusses and expands on the key points of the analysis. Text shows evidence of a thorough and sophisticated conclusion of ideas. Conclusion discusses key points of the analysis and expands beyond key findings. BIZ104 Assessment Brief 3 Page 5 of 6 Structure and flow of ideas 10%