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.
) 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
iefly the organisation you have chosen: the industry it competes in, its
ackground 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
iefly, 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
lackboard/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 Ru
ic below is your guide to how your assessment task will be marked. Please
e sure to check this ru
ic very carefully before submission
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 XXXXXXXXXXPage 3 of 6
Learning Ru
ics: 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,
ackground and service
offering.
Organisation has been
asically 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,
ackground and service
offering have been clearly
identified.
Organisation has been
thoroughly introduced, and
its industry, background
and service offering have
een 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
equired CEM concepts
and knowledge.
Key components of the
assessment task have not
een addressed.
Confusion of personal
opinion with information
(substantiated by
evidence) from the
esearch/course materials.
No clear indication of
further reading and
esearch undertaken.
Basic understanding of
equired CEM concepts
and knowledge.
Basic key components of
the assessment task have
een addressed, however,
esemble a repetition/
summary of key ideas;
needs originality.
Some confusion of
personal opinion with
information from the
esearch/course materials.
Basic indication of further
eading and research
undertaken.
Thorough understanding of
equired 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
esearch/course materials.
Some indication of further
eading 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
etween personal opinion
and information from the
esearch/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
esearch/course materials.
BIZ104 Assessment Brief XXXXXXXXXXPage 4 of 6
Clear indication of
extensive reading and
esearch 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
ief and not
considerate of entire
journey or strategy.
There is no/limited
evidence of an attempt to
use primary and secondary
esearch 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
esearch 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
eference to key points in
the analysis.
Text shows evidence of a
asic 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
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 the analysis and
expands beyond key
findings.
BIZ104 Assessment Brief XXXXXXXXXXPage 5 of 6
Structure and flow of ideas
10%