ASSESSMENT BRIEF 2

Subject Code and Title BIZ104 Customer Experience Management

Assessment Customer Experience Strategy: Research Outcomes

Individual/Group Individual Report

Length 1750 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 Due by 11:55pm AEST/AEDT Sunday of module 5.1 (week 9)

For intensive (6 week) class: by 11:55p.m. AEST/AEDT Sunday of Week 5

Weighting 50%

Total Marks 100 marks

Context
Customer experience is the perception of an organisation’s 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
This assessment task is designed for you to apply your knowledge and understanding of the key
concepts that shape the customer experience.
You are required to conceptualize customers interacting with a product or service across several touch
points such as in-store, website, mobile, social media and e-mail and will then 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
This assessment task provides you with an insight into an activity that maybe part of your job roles in
the future.

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 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).

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. its planning,
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.

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 ed. style: https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&c
ontent_id=_2498849_1
Add your evidence of research data as an appendix, including the link to your survey with at least 10
completed customer surveys and the screen shots of at least 3 current social media reviews.
The resources consulted and used from your secondary research on your organisation must be
listed in the reference list.

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Submission Instructions

Submit your Costumer Experience Strategy: Research Outcomes 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.

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 Learning Rubric: Assessment Brief 2- Customer Experience Strategy: Research Outcomes

Pass Credit Distinction High Distinction

Fail (Unacceptable)
Assessment Attributes (Functional) (Proficient) (Advanced) (Exceptional)
0-49
50-64 65-74 75-84 84-100
Introduction of Organisation has not Organisation has been Organisation has been Organisation has been Organisation has been
selected organisation been introduced, nor basically introduced, and satisfactorily introduced, thoroughly introduced, expertly introduced, and its
there is evidence of an there is some evidence of and its industry, and its industry, industry, background and
10% attempt to identify its an attempt to identify its background and service background and service service offering have been
industry, background and industry, background and offering have been offering have been clearly clearly and diligently
service offering. service offering, although clearly identified. and thoroughly identified. identified.
it may omit to identify one
of these key elements.

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 There is evidence of a basic The online survey has been The online survey has been The online survey has been
Research methods and There is no/limited evidence attempt to plan, and adequately planned, and thoroughly and efficiently expertly planned, designed
outcomes of an attempt to plan, and appropriately design and appropriately designed and planned, designed and and implemented.
appropriately design and implement an online survey. implemented. implemented.
implement an online survey. The reported research
20% The reported research The reported research The reported research outcomes demonstrate a
There are inaccuracies in the outcomes contains minor outcomes demonstrate an outcomes demonstrate a conscientious
reported research outcomes, inaccuracies and the adequate implementation of careful and thorough implementation of
with falsified or missing data. demonstrated questioning appropriate questioning implementation of appropriate and
Questioning techniques techniques, although techniques. appropriate questioning comprehensive questioning
could be substantially covering all basic elements, techniques. techniques
improved. could be improved to achieve Primary and secondary
a better outcome. research methods have been Primary and secondary Primary and secondary
There is no/limited described and discussed research methods have been research methods have been
description and discussion of Primary and secondary competently. The research described and discussed described and discussed
primary and secondary research methods have been results summary covers all exceedingly well. accurately and expertly.
research methods, while the described and discussed key elements satisfactorily.
research results are cursorily. The research The research results The research results summary
summarised cursorily. results summary is missing summary covers all key covers all key elements
one or two key elements. elements clearly and clearly and thoroughly.
thoroughly.

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 The research objective has The research objective has The research objective has The research objectives has
been basically identified, been competently identified. been clearly and thoroughly been expertly identified.
albeit some details are identified.
Application of CEM concepts The research objective has missing. CEM concepts have been CEM concepts have been
to analysis of customer not been clearly identified. adequately applied to CEM concepts have been critically and consciously
experience Report demonstrates an identify the challenges and critically applied to identify applied to identify the
Report demonstrates a adequate attempt to apply opportunities of the the challenges and challenges and opportunities
20% limited attempt to apply CEM CEM concepts to identify the organisation in its customer opportunities of the of the organisation in its
concepts to identify the challenges and opportunities experience service. These organisation in its customer customer experience service.
challenges and opportunities of the organisation in its have been discussed and experience service. These These have been discussed
of the organisation for customer experience service. related to the research have been discussed in-depth critically and in-depth, as well
achieving a customer These have been described objective. and related critically to the as related expertly to the
experience that is in line with and related casually to the research objective. research objective.
the research objective. research objective. Text demonstrates a critical
use of the sourced material Text demonstrates a critical Text demonstrates a critical
There is no/limited attempt There is evidence of a basic from documented secondary and in-depth use of the and meticulous use of the
to use the sourced material attempt to use the sourced research observations and sourced material from sourced material from
from documented secondary material from documented academic literature to documented secondary documented secondary
research observations and secondary research support ideas. research observations and research observations and
academic literature to observations and academic academic literature to academic literature to
support ideas. literature to support ideas. support ideas. support ideas.

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The illustration and
Illustration, communication of
communication and customer personas,
support of customer journey maps,
personas, journey maps, alignment diagrams and
alignment diagrams and strategy maps is too
strategy maps brief and not
considerate of entire
20% journey or strategy.
There is no/limited
evidence of an attempt to
use primary and
secondary research to
support the maps and
diagrams.
Structure and flow of ideas Text does not present
sufficient information, ideas ideas and evidence
10% or evidence.
Text lacks logical/clear
structure and flow of ideas,
making it difficult to
understand.
Line of reasoning is unclear be difficult to understand.
and difficult to follow.
BIZ104_Assessment Brief 2.Docx
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.
Text presents information,
sufficiently, however these
require further logic and
clarity.
Text has a sufficient
structure, however flow of
ideas are a challenge and can
Line of reasoning is passable,
however, can sometimes be
difficult to follow and
requires clarity.
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.
Text presents information,
ideas and evidence clearly
and logically.
Text has a good structure,
with a good flow of ideas.
Line of reasoning is of a good of ideas; opinions and ideas
standard and easy to follow. are expressed in a clear and
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.
Text presents information
and arguments in a logical
and clear way, which is well
supported by evidence.
Text has a very good
structure, with a strong flow
concise manner with obvious
connection to topic.
Line of reasoning is clear,
logical and easy to follow.
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.
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.
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 Text shows evidence of a Text shows evidence of a Text shows evidence of a Text shows evidence of a
basic attempt to conclude satisfactory and thorough satisfactory and thorough thorough and sophisticated
Conclusion Text does not include a ideas; conclusion is a general conclusion of ideas, which conclusion of ideas. conclusion of ideas.
conclusion, or there is a recall of key points in the includes a brief summary of Conclusion discusses and Conclusion discusses key
10% limited attempt to conclude analysis. key points in the analysis. expands on the key points of points of the analysis and
ideas with no reference to the analysis. expands beyond key findings.
key points in the analysis.

Correct citation of key Demonstrates inconsistent
resources and evidence use of good quality, credible
and relevant resources to
10% support and develop ideas.
Does not use sufficient
sources.
Does not include correct
references in reference list or improved.
in-text citations; does not use
APA 6th style.
Demonstrates use of credible
and relevant resources to
support and develop ideas,
however, these are not
always explicit or well-
developed.
Uses sufficient sources,
however can be greatly
Attempt made to include
references in reference list or referenced material is
in-text citations, however
these are sometimes
insufficient for research
Demonstrates use of credible Demonstrates use of good Demonstrates use of high-
and relevant resources to quality, credible and relevant quality, credible and relevant
support and develop ideas. resources to support and resources to support and
develop arguments and develop arguments and
Shows good evidence of statements. position statements.
attempts to source
information, with a sufficient Shows evidence of wide Shows evidence of wide
number of sources. scope for sourcing evidence. scope for sourcing evidence.
Incorporates in-text and Incorporates in-text and Incorporates in-text and
citations references from citations references from citations references from
suitable sources; all suitable sources; all suitable sources; all
referenced material is referenced material is
included in the reference list; included in the reference list; included in the reference list;
uses APA 6th style, however uses APA 6th style, uses APA 6th style, containing
may contain minor citation or containing minimal and or no no errors.

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