ASSESSMENT BRIEF 1

Subject Code and Title BIZ104 Customer Experience Management

Assessment Customer Experience Reflection

Individual/Group Individual Reflective Report

Length 1000 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

Submission By 11:55pm AEST/AEDT Sunday of module 3.1 (week 5)

For intensive (6 week) class: by 11:55p.m. AEST/AEDT Sunday
of Week 3

Weighting 25%

Total Marks 100 marks

Context
This assessment task is designed for you to demonstrate your understanding of the overall
customer experience, relative to business strategy and success. You will consider and apply
concepts surrounding what generates good customer experience and the importance of
understanding the customer perspective gained from modules 1 and 2. This assessment
task provides you with an insight of an entire customer journey (before, during and after).

Instructions
In week 2, reflect on two customer experiences you have encountered with two different
products or services from two different organisations. One experience is to be a positive
experience and the second a negative experience.
You must reflect on the entire customer journey (before, during and after), applying CEM
concepts to compare and contrast the two experiences.
To complete this task, you are required for each experience to:
a. Briefly introduce your experience and discuss at least 2 “touch points”. Refer
to content covered in modules 1 and 2.
b. Discuss the thoughts/actions you took during your customer journey (before,
during and after).

BIZ104 Assessment Brief 1 Page 1 of 5

 c. Apply at least 2 CEM concepts in your customer journey discussion. Refer to
content covered in modules 1 and 2.
d. Use Proto-persona profiles to illustrate yourself relative to your customer
experiences. Identify pain points and needs and goals. Refer to content
covered in modules 1 and 2.
e. Compare and contrast the two customer experiences and reflect, by
providing examples, on what makes a good customer experience.
Follow the APA 6th edition style of referencing to cite your academic resources and provide
your 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&co
ntent_id=_2498849_1
2. Appendix (not included in the word count).
a. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component
with poor experience.
b. Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component
with positive experience.
Reflective Writing
Reflective writing ordinarily occurs in the first person (and you can do so here) and works
best when you think deeply about a topic and look at both the positives as well as
opportunities to improve in a situation.
Try to be as specific as possible, use brief examples from your experience to illustrate your
points and try to select examples that enable you to demonstrate learning against the
attributes in the rubric.

Please visit the Academic Skills blackboard page for an overview of reflective writing in
higher education: https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co
ntent_id=_2498857_1&mode=reset
Submission Instructions

Submit your Customer Experience Reflection via the Assessment link in the main navigation
menu in BIZ104 Customer 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.

BIZ104 Assessment Brief 1 Page 2 of 5

Learning Rubric: Assessment Brief 1- Customer Experience Reflection
Assessmen Fail (Unacceptable)
t (0-49)
Attributes
Introduction of customer Customer experiences
experiences and discussion have not been introduced,
of “touch points” neither is there evidence of
an attempt to identify their
20% most significant “pain”
points.
There is no/limited
evidence of an attempt to
discuss “touch-points” in
the customer experience
process.
Reflection and application Text demonstrates a
of CEM concepts and limited attempt to reflect
proto-persona profiles to on the personal customer
personal customer journeys journeys, with no/limited
attempt to apply CEM
30% concepts and proto-
persona profiles to support
ideas in reflection.
BIZ104 Assessment Brief 1
Pass
(Functional)
(50-64)
Customer experiences
have been introduced
basically, and there is some
evidence of an attempt to
identify their most
significant “pain” points,
although it may omit key
elements.
There is evidence of a basic
attempt to discuss “touch-
points” in the customer
experience process.
Text demonstrates a basic
attempt to reflect on the
personal customer
journeys, with a basic
attempt to apply CEM
concepts and proto-
persona profiles to support
ideas in reflection.
Credit
(Proficient)
(65-74)
Customer experiences
have been satisfactorily
introduced, and their most
significant “pain” points
have been clearly
identified.
At least 2 “touch points”
have been identified and
discussed appropriately.
Text demonstrates an
adequate reflection of the
personal customer
journeys, with a critical
application of CEM
concepts and proto-
persona profiles to support
ideas in reflection.
Distinction
(Advanced)
(75-84)
Customer experiences
have been thoroughly
introduced, and their most
significant “pain” points
have been clearly and
thoroughly identified.
2 relevant “touch points”
have been clearly
identified and discussed in
detail.
Text demonstrates a
thorough reflection of the
personal customer
journeys, with a critical and
in-depth application of
CEM concepts and proto-
persona profiles to support
ideas in reflection.
High Distinction
(Exceptional)
(85-100)
Customer experiences
have been expertly
introduced, and their most
significant “pain” points
have been clearly and
diligently identified.
2 relevant “touch points”
have been clearly
identified and expertly
discussed.
Text demonstrates an
expert reflection of the
personal customer
journeys, with an in-depth,
critical and meticulous
application of CEM
concepts and proto-
persona profiles to support
ideas in reflection.
Page 3 of 5
 Comparison of personal
customer experiences and
reflection on good
customer experience.
30%
Structure and flow of ideas
15%
BIZ104 Assessment Brief 1
Personal customer
experiences have not been
compared nor an
explanation has been
proposed to define what
makes a good customer
experience.
Text does not present
sufficient information,
ideas or evidence.
Text lacks logical/clear
structure and flow of ideas,
making it difficult to
understand.
Line of reasoning is unclear
and difficult to follow.
Personal customer
experiences have been
compared basically. There
is evidence of an attempt
to explain what makes a
good customer experience,
albeit cursory and with a
limited use of examples
from personal experience
to support ideas.
Text presents information,
ideas and evidence
sufficiently, however these
require further logic and
clarity.
Text has a sufficient
structure, however flow of
ideas are a challenge and
can be difficult to
understand.
Line of reasoning is
passable, however, can
sometimes be difficult to
follow and requires clarity.
Personal customer Personal customer
experiences have been experiences have been
compared adequately. compared critically. A
There is also evidence of relevant and substantial
an adequate explanation of explanation of what
what makes a good makes a good customer
customer experience, experience has been
which is supported by provided, which is
examples from personal supported critically by
experience. examples from personal
experience.
Text presents information, Text presents information
ideas and evidence clearly and arguments in a logical
and logically. and clear way, which is
Text has a good structure, well supported by
with a good flow of ideas. evidence.
Line of reasoning is of a Text has a very good
good standard and easy to structure, with a strong
follow. flow of ideas; opinions and
ideas are expressed in a
clear and concise manner
with obvious connection to
topic.
Line of reasoning is clear,
logical and easy to follow.
Personal customer
experiences have been
compared critically and
thoroughly. A relevant,
substantial and detailed
explanation of what makes
a good customer
experience has been
provided, which is
supported expertly by
examples from personal
experience.
Text is expertly presented;
descriptive, concise and
informative, exceptionally
developed and well
supported by evidence.
Text has an excellent
structure, with a strong,
clear flow of ideas;
engages and sustains the
audience’s interest in the
topic and the reader can
immediately grasp the
relevancy.
Line of reasoning is
excellent; demonstrating a
clear, logical flow of ideas
and arguments that are
easy to follow.
Page 4 of 5
 Correct citation of key Does not include correct
resources references in reference list
or in-text citations; does
5% not use APA 6th ed. style.
Attempts to include
references in reference list
or in-text citations,
however these are
sometimes insufficient for
research purposes, or
incorrect; uses APA 6th ed.
style, however may contain
some citation or
referencing errors.
Includes in-text citations
and references in
reference list from suitable
sources; uses APA 6th ed.
style, however may
contain minor citation or
referencing errors.
Includes in-text citations
and references in
reference list from suitable
sources; uses APA 6th ed.
style, containing minimal
and or no errors.
Includes in-text citations
and references in
reference list from suitable
sources; uses APA 6th ed.
style, containing no errors.

BIZ104 Assessment Brief 1 Page 5 of 5