BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
ASSESSMENT BRIEF 3
Subject Code and
Title
BIZ104 Customer Experience Management
Assessment CEM Strategy Report (40%)
Individual/Group Individual or in Pairs
Length 2000 Words (+/- 10%)
Learning Outcomes a) Compare and contrast the emerging concepts and practices that underpin the customer experience
) Apply the influence of perception to the customer experience of service delivery
c) Document a customer journey map
d) Develop and communicate a customer experience strategy
e) Identify tools to monitor and evaluate a customer experience strategy
Submission
By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12)
Weighting 40%
Total Marks 100 marks
BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
Context:
This assessment aims to apply your learning throughout the term towards a unified customer experience management strategy
eport. The goal is to research, analyse and communicate how the chosen organisation from assessment 2 will manage customer
experience(s) towards achieving a particular
and perception and customer loyalty.
Your aim is to illustrate and communicate a CEM strategy accounting for service gaps in the present situation and proposing a
etter service offering. Using experience mapping tools and applying experience management methodologies, the report should
account for how the CEM strategy provides the organisation with a competitive advantage.
Taking the role of a consultant, you aim to persuade an audience of management staff within the chosen organization from assessment 2
of a better approach to managing their customers’ experience(s).
Please note that some of the report content will come from your assessment 2 – we expect that you will replicate the
personas into this assessment task.
Instructions:
Applying concepts throughout the term, you will outline a CEM strategy that –
Identifies and differentiates 2 customer segments and profiles (with personas)
Connects customer experience maps with an updated business value proposition for each segment or customer profile
Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in forming the
experience strategy
• Presents the value proposition for each customer segment.
Maps the improved or suggested experience and journey maps for each of the 2 customer profiles.
Explains how your recommended customer experience strategy contributes towards an intended
and perception
Documents steps towards forming a customer centric organization
BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
You are expected to apply such concepts as:
IDIC model,
Customer Touch-points,
Moments of Truth,
Brand experience,
Value Proposition Illustration tools include:
Customer personas,
Alignment diagrams (Experience maps, customer journey maps, service blueprints, mental model diagrams),
strategy maps,
strategy canvas,
value proposition canvas.
Students are encouraged to explore and use customer experience mapping and presentation tools to illustrate their CEM strategy. There
will be opportunities to practice and explore these through the term.
BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
Learning Ru
ics CEM Strategy Report
AssessmentAttributes
Fail 0-49
Pass 50-64
Credit 65-74
Distinction 75-84
High Distinction
84-100
Knowledge and
understanding
20%
Limited understanding of
equired concepts and
knowledge.
Key components of the
assignment are not
addressed.
Knowledge or understanding
of the field or discipline.
Resembles a recall or summary of
key ideas.
Often conflates/confuses assertion
of personal opinion with
information substantiated by
evidence from the research/course
materials.
Thorough knowledge or
understanding of the
field or discipline/s.
Supports personal
opinion and information
substantiated by
evidence from the
esearch/course
materials.
Demonstrates a capacity
to explain and apply
elevant concepts.
Highly developed
understanding of the
topic.
Has addressed all
key areas of the
assessment in detail
and demonstrated a
capacity to clearly
explain all relevant
concepts.
A sophisticated
understanding of the
topic.
Has addressed all of the
key concepts in detail
and demonstrated a
capacity to add insight
and further
understanding to the
concepts explored.
BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
Illustration and
communication
of Customer
personas,
alignment
diagrams, and
strategy maps
30%
Too
ief and not
considerate of
entire journey or
strategy.
Considerate of pre- engagement,
usage as well as post-
engagement. Not clear how the
esearch has driven the creation
of the maps and diagrams
Research-driven maps
with insights derived
for optimizing touch-
points and maximizing
value proposition.
Detailed maps of
journeys with
clear derivation
from the
compiled user
esearch.
Student
understands
the mental
models for the
customer and
has insight for
designing an
experience for
them.
Excellently
presented map
with important
insights into the
customer’s
triggers, drivers,
influencers and
other key empathy
facets for
designing the
experience. Is
strongly research-
ased.
Evaluation of strategic
position and strategic
options
20%
Specific positions and options
fail to take into account
complexities or positions and
options are unsupported.
Presents and succinctly discusses
elevant and supported strategic
position and options.
Presents and succinctly
discusses relevant and
supported strategic
position and options and
includes limitations.
Presents and
succinctly discusses
elevant and
supported strategic
position and options
and includes
limitations and
implications.
Presents and succinctly
discusses relevant and
supported strategic
position and options,
includes limitations and
implications, and offers
alternatives.
BIZ104_Assessment Brief 3_CEM Strategy Report_Module 6
Critical reasoning,
presentation and defense
of an argument and/or
position
15%
Specific position (perspective
orargument) fails to take into
account the complexities of
the issue(s) or scope of the
assignment.
Makes assertions that are not
justified.
Specific position (perspective or
argument) begins to take into
account the issue(s) or scope of the
assignment.
Justifies any conclusions reached
with arguments not merely
assertion.
Specific position
(perspective or
argument) takes into
account the complexities
of the issue(s) or scope of
the assignment. Others’
points of view are
acknowledged.
Justifies any conclusions
eached with well-
formed arguments not
merely assertion.
Specific position
(perspective or
argument) is
expertly presented
and accurately takes
into account the
complexities of the
issue(s) and scope of
the assignment.
Justifies any
conclusions reached
with well-developed
arguments.
Specific position
(perspective or
argument) is presented
expertly, authoritatively
and imaginatively,
accurately taking into
account the
complexities of the
issue(s) and scope of
the assignment. Limits
of position are
acknowledged.
Justifies any conclusions
eached with
sophisticated
arguments.
Use of academic and
discipline conventions
and sources of evidence
15%
Poorly written with
e
ors in spelling,
grammar.
Quality, credible and
elevant research sources
to support and develop
ideas.
There are mistakes
in using the APA 6th
style.
Is written according to academic
genre (e.g. with introduction,
conclusion or summary) and has
accurate spelling, grammar,
sentence and paragraph
construction.
Demonstrates consistent use of
credible and relevant research
sources to support and develop
ideas, but these are not always
explicit or well developed.
There are no mistakes in using
the APA 6th style.
Is well-written and
adheres to the academic
genre (e.g. with
introduction, conclusion
or summary).
Demonstrates consistent
use of high quality,
credible and relevant
esearch sources to
support and develop
ideas.
There are no mistakes
in using the APA 6th
style.
Is very well-written
and adheres to the
academic genre.
Consistently
demonstrates expert
use of good quality,
credible and relevant
esearch sources to
support and develop
appropriate
arguments and
statements. Shows
evidence of reading
eyond the key
eading
There are no
mistakes in using
the APA 6th style.
Expertly written and
adheres to the
academic genre.
Demonstrates expert
use of high-quality,
credible and relevant
esearch sources to
support and develop
arguments and position
statements. Shows
extensive evidence of
eading beyond the key
eading
There are no
mistakes in using
the APA 6th Style.