BIZ104 Customer Experience Managements

ASSESSMENT BRIEF 1

Subject Code and BIZ104 Customer Experience Manag

Title

Assessment Reflective Essay

Individual/Group Individual

Length 1000 words (+/- 10%)

a) Compare and contrast the emerging co

Learning
practices that underpin the customer ex
Outcomes

b) Apply the influence of perception to th

experience of service delivery

Submission By 11:55pm AEST/AEDT Sunday of Modu

Weighting 20%

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.

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.
1. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component with poor experience
1. 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.
 Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component with positive experience
1. 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.
Learning Rubrics
Pass Credit D
Assessment Fail (Unacceptable)
(Functional) (Proficient) (
Attributes (0-49)
(50-64) (65-74)

Unsatisfactory level Satisfactory level Good, solid level

Presentation and academic of of

writing including
academic writing vocabulary, academic writing. academic writing

skills; grammar, writing style. style. w

spelling, Work lacks some

language,

Work lacks logical flow and

flow. is flow; needs Work flows and

unclear to read. development on use presents well.

20% of sub-headings,

Needs development on use

of sub- presentation and Information is l

headings, presentation and mostly relevant

flow. flow. and

succinct.

Argument lacks supporting Information is

evidence. mostly relevant and Information, m

succinct. arguments and

evidence are well

Information, presented, mostly

arguments and clear flow of ideas

evidence are and arguments.

presented in a way

Line of reasoning
that is not always is

clear and logical. easy to follow.

lo
 Unsatisfactory use of the
Referencing & APA Satisfactory correct Generally correct M

BIZ104_Assessment Brief1_Reflective essay_Module

2

substantiation referencing system. use of the APA use of the APA use of the APA referen

referencing referencing
system. system. referencing

In-text citations are used In-text

10% in- system.

appropriately most of the In-text citations A moderate

time. are amount appr

of mistakes in the
used appropriately in- A few small

Many references missing No mi

and/or some of the time, text references mistakes in the

and/or
inappropriately used. although some bibliography. in-text text re

references missing references bibl

A high amount of Average amount

mistakes in the in- and/or of and/or

text references and/or inappropriately quality academic bibliography. Good co

bibliography. used. sources and other several

relevant and acade

reliable Good

Mostly relied on non- A moderate

academic amount sources of combination of other r
 sources that cannot be of mistakes in the
verified as a in- contemporary some high reliabl

dependable source of findings on the quality cont

accurate text references topic academic fi

information (i.e. and/or

Wikipedia). bibliography. sources and on

other relevant

Few quality and reliable

academic sources sources of

and other relevant contemporary

and reliable
sources findings on the

of contemporary topic

findings on the
topic

Limited understanding of
Evaluation of key Resembles a recall Successfully Well Suppo

concepts required to or summary of opi

information support the key identifies and demonstrated info

selected to case study. ideas. summarizes the capacity to subst

support the Often confuses main issues and explain and eviden

Confuses logic and

discussion emotion. personal opinion related concepts, apply relevant resea

BIZ104_Assessment Brief1_Reflective
essay_Module 2 Pag

Information taken from with information but does not concepts. m

 reliable explain

sources but without a

30% coherent substantiated by why/how they are

Dem
analysis or synthesis. evidence from the problems or create Compares and c

research/course questions contrasts to expla

materials. viewpoints of releva

experts on

Ident
subject.

Com
co

view
ex

Limited understanding of
Knowledge and required Knowledge or Thorough Highly A so

understanding concepts and knowledge understanding of understanding of developed underst

topic. H
the field or the topic, and understanding

Key components of the of the topic. of the k

40% assignment discipline. demonstrates a Has

capacity to de
are not addressed. explain addressed all dem

a capa
Resembles a recall and apply relevant key areas of the i

or summary of key concepts. All key assessment in and

 ideas. areas have been detail and underst

addressed. demonstrated a concep

Often confuses capacity to

personal opinion clearly explain

with information all relevant

substantiated by concepts.

evidence from the

research/course