Subject Code and Title BIZ104 Customer Experience Management
Assessment Customer Experience Strategy: Research Analysis
Individual/Group Individual Report
Length 1750 words (+/- 10%)
Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include:
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 40%
Total Marks 100 marks
Task Summary
In this assessment you will research an organisation’s current customer experience. To do this, you will do secondary research to see how customers interact with the organisation’s product or service across several touch points such as in-store, website, mobile, app, social media and e-mail. You will then explain the current customer experience for the organisation using your secondary research. As part of this you will identify and differentiate 2 customer segments. You will also apply CEM concepts and theories from the modules to help identify challenges and opportunities for the organisation.
Please refer to the Task Instructions for details on how to complete this Assessment.
Context
Customer experience is the perception of an organisation’s experience in the eyes of the customer. Building a customer experience strategy to improve the customer experience is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer. This assessment is designed for you to apply your knowledge and understanding of the key concepts / theories that shape the customer experience.
You are to select an organisation, assume the role of the CEM Manager and undertake research to show how customers interact with the organisation’s product or service across several touch points such as in-store, website, mobile, app, social media and e-mail. You will then analyse the data and evaluate and communicate your findings in a Research Analysis Report.
Task Instructions
Assuming the role of the CEM Manager for your selected organisation, you are to prepare a report to senior management on the findings and evaluation of your research and analysis concerning the organisation’s current customer experience.
Choose an organisation / business that is:
• Of a reasonable size (30 or more employees)
• Has a store or sell their products through other retailers or via online sales
• Has a website
• Uses social media to advertise / communicate with customers
• Uses other communication elements – mobile, app / email
Look for an organisation that has a number of touch points to help you develop a customer journey.
PLEASE NOTE: The following organisations cannot be used for this assessment. If you use any of these organisations, you will automatically fail the assessment.
• Woolworths
• Coles
• Kmart
• Apple
• Amazon
• Ikea
• Coca Cola
• McDonalds
• Starbucks
Suggested Outline & Content of your Research Analysis Report:
a) Cover Page – subject name, assessment name, student name, ID
b) Executive Summary
c) Table of Contents
d) Introduction – Briefly introduce the organisation you have chosen, the industry it competes in, its background and its service offering to its customers.
e) Secondary Research – 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).
f) Research Analysis – Define, describe and discuss your research objective and the analysis that was carried out to evaluate the current customer experience.
g) CEM Concepts / Theories – Discuss and apply CEM concepts / theories from the modules to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives. For this, you will need at least IDIC & Dirft.
h) Customer Segments – Identify and differentiate 2 customer segments from research undertaken using personas to illustrate and communicate their unique customer perspectives. To do this, use the user persona templates available in module 2.1 or research another template.
i) Customer Feedback – Take the Voice of the Customer (VOC) and customer feedback from the secondary research into account in explaining the current customer experience.
j) Conclusion
k) References – minimum of 10
l) Appendix – Add your evidence of research data as an appendix, e.g. applicable screenshots of current social media reviews.
Referencing
It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Academic Writing Guide found via the Academic Skills website.
Submission Instructions
Submit the Research Analysis Report via the Assessment link in the main navigation menu in BIZ104 Customer Experience Management by the due date. Submission of the assessment must be in word format and pdf, as well as submitted via SafeAssign. The 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.
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online.
Students also must keep a copy of all submitted material and any assessment drafts.
