BIZ104_Assessment Brief 2.Docx XXXXXXXXXXPage 1 of 6
ASSESSMENT BRIEF 2
Subject Code and Title BIZ104 Customer Experience Management
Assessment Customer Experience Strategy: Research Outcomes
Individual/Group Individual Report
Length 1000 words (+/- 10%)
Learning Outcomes 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 4.1 (week 7)
Weighting 25%
Total Marks 100 marks
Context
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. You are also required to use research skills gained from module 3 to
highlight a customer problem for your chosen organisation. This assessment task provides you with
an insight into an activity that maybe part of your job roles in the future.
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).
BIZ104_Assessment Brief 2.Docx XXXXXXXXXXPage 2 of 6
This assessment involves the following activities:
1. Identify the research objective to improve customer experience for selected organisation.
2. Conduct research on your selected organisation, i.e. its industry and its target customers,
through primary and secondary research.
a. Plan and design your primary research, an online survey.
. Consider how you will recruit your interviewees and conduct the survey
accordingly (You will need to have at least 10 completed customer surveys).
c. Conduct your secondary research, particularly in available social media reviews of
your selected organisation and relevant resources (i.e. academic journal articles,
ook chapters, business reports, organisation’s website).
d. Document your secondary research observations by saving screen shots of social
media reviews (at least 3) and keeping a reference list of the resources consulted
(to be included in your reference list).
3. Apply CEM concepts to identify the challenges and opportunities for achieving a customer
experience that is in line with the organisation’s strategic objectives.
a. Describe and discuss your primary research method: its planning, design and
implementation.
. Describe your secondary research method.
c. Summarise the results of your research.
d. Apply CEM concepts to identify the main service experience problem of the
product or service of your organisation.
e. Support your outcomes with academic literature covered in modules 1, 2 and 3.
4. Write a conclusion (approximately 125 words).
5. 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
lackboard/content/listContent.jsp?course_id=_20163_1&c
ontent_id=_2498849_1
6. 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 cu
ent social
media reviews.
7. The resources consulted and used from your secondary research on your organisation
must be listed in the reference list.
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
BIZ104_Assessment Brief 2.Docx XXXXXXXXXXPage 3 of 6
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 Ru
ic below is your guide to how your assessment task will be marked. Please be sure
to check this ru
ic very carefully before submission.
BIZ104_Assessment Brief 2.Docx XXXXXXXXXXPage 4 of 6
Learning Ru
ic: Assessment Brief 2- Customer Experience Strategy: Research Outcomes
Assessment Attributes
Fail (Unacceptable)
0-49
Pass
(Functional)
50-64
Credit
(Proficient)
65-74
Distinction
(Advanced)
75-84
High Distinction
(Exceptional)
84-100
Research methods and
outcomes
35%
There is no/limited evidence
of an attempt to plan, and
appropriately design and
implement an online survey.
There are inaccuracies in the
eported research outcomes,
with falsified or missing data.
Questioning techniques
could be substantially
improved.
There is no/limited
description and discussion of
primary and secondary
esearch methods, while the
esearch results are
summarised cursorily.
There is evidence of a basic
attempt to plan, and
appropriately design and
implement an online survey.
The reported research
outcomes contains minor
inaccuracies and the
demonstrated questioning
techniques, although
covering all basic elements,
could be improved to achieve
a better outcome.
Primary and secondary
esearch methods have been
described and discussed
cursorily. The research
esults summary is missing
one or two key elements.
The online survey has been
adequately planned, and
appropriately designed and
implemented.
The reported research
outcomes demonstrate an
adequate implementation of
appropriate questioning
techniques.
Primary and secondary
esearch methods have been
described and discussed
competently. The research
esults summary covers all
key elements satisfactorily.
The online survey has been
thoroughly and efficiently
planned, designed and
implemented.
The reported research
outcomes demonstrate a
careful and thorough
implementation of
appropriate questioning
techniques.
Primary and secondary
esearch methods have been
described and discussed
exceedingly well.
The research results
summary covers all key
elements clearly and
thoroughly.
The online survey has been
expertly planned, designed
and implemented.
The reported research
outcomes demonstrate a
conscientious
implementation of
appropriate and
comprehensive questioning
techniques
Primary and secondary
esearch methods have been
described and discussed
accurately and expertly.
The research results summary
covers all key elements
clearly and thoroughly.
BIZ104_Assessment Brief 2.Docx XXXXXXXXXXPage 5 of 6
Application of CEM concepts
to analysis of customer
experience
25%
The research objective has
not been clearly identified.
Report demonstrates a
limited attempt to apply CEM
concepts to identify the
challenges and opportunities
of the organisation for
achieving a customer
experience that is in line with
the research objective.
There is no/limited attempt
to use the sourced material
from documented secondary
esearch observations and
academic literature to
support ideas.
The research objective has
een basically identified,
albeit some details are
missing.
Report demonstrates an
adequate attempt to apply
CEM concepts to identify the
challenges and opportunities
of the organisation in its
customer experience service.
These have been described
and related casually to the
esearch objective.
There is evidence of a basic
attempt to use the sourced
material from documented
secondary research
observations and academic
literature to support ideas.
The research objective has
een competently identified.
CEM concepts have been
adequately applied to
identify the challenges and
opportunities of the
organisation in its customer
experience service. These
have been discussed and
elated to the research
objective.
Text demonstrates a critical
use of the sourced material
from documented secondary
esearch observations and
academic literature to
support ideas.
The research objective has
een clearly and thoroughly
identified.
CEM concepts have been
critically applied to identify
the challenges and
opportunities of the
organisation in its customer
experience service. These
have been discussed in-depth
and related critically to the
esearch objective.
Text demonstrates a critical
and in-depth use of the
sourced material from
documented secondary
esearch observations and
academic literature to
support ideas.
The research objectives has
een expertly identified.
CEM concepts have been
critically and consciously
applied to identify the
challenges and opportunities
of the organisation in its
customer experience service.
These have been discussed
critically and in-depth, as well
as related expertly to the
esearch objective.
Text demonstrates a critical
and meticulous use of the
sourced material from
documented secondary
esearch observations and
academic literature to
support ideas.
Conclusion
15%
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
asic attempt to conclude
ideas; conclusion is a general
ecall of key points in the
analysis.
Text shows evidence of a
satisfactory and thorough
conclusion of ideas, which
includes a
ief 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