ASSESSMENT BRIEF 2
Subject Code and Title BIZ104 Customer Experience Management
Assessment Research Report
Length 1,500 Words
Learning Outcomes b. Apply the influence of perception to the customer experience of service delivery
c. Document a customer journey map
d. Identify tools to monitor and evaluate a customer experience strategy
Submission Due by 11:55pm AEST/AEDT Sunday of Module 4(Week 8)
Total Marks 100 marks
This assessment advances the student’s customer experience research skills. User personas for this assessment are required to be data-driven and quantitatively validated. Students are also required to conceptualize customers interacting with a product across several as touch points such as in-store, website, mobile, social media, and email. This assessment is designed to develop your generative research skills to build qualitative, data driven personas for your chosen company or product. These personas are representatives of the users of your product for whom you are designing an experience for. You will also be assessed on the process you undertake for the identification, analysis and customer research for your product.
You will select one of the following of your own professional or personal interest: product, service, institution or event. This can either be an existing or even a proposed product (i.e. a business idea, a proposed event or even your college).
You are expected to conduct as much field and desktop research as possible into the inner workings of your chosen organization, its industry and its target customers.
Your aim is to apply research tools and concepts towards identifying the challenges and opportunities for achieving a customer experience that is in line with the organizations strategic objectives.
Students are required to complete generative research (in the form of face-to-face consultations or contextual enquiry sessions) and preference research (large sample survey) to produce data-driven and validated user personas. Students will also use their collected data to complete customer personas and journey maps.
Use the CEM research tools to answer the questions - What is the current state of the service experience of the product or organization? How does it rate or compare with competitor offerings?
The report should:
• Offer a brief introduction to the industry within which the organization competes and a brief background into the company and its service offering.
• Identify and differentiate 3 customer personas to illustrate and communicate their unique customer perspectives.
• Provide evidence of generative research data using at least 2 of the following:
-At least 5 customer interviews,
-10 completed customer surveys,
-observational data from field research
-existing customer data
These should be placed in the appendix of the report.
• Map the current experience and journey maps for each of the 3 customer profiles showing the customer’s experience before, during and after the service/product experience.
• Competitor analysis that compares at least 2 competitors based on any 3 key customer experience issues as highlighted from the generative research results
• Summarize the results of your research by addressing the current state of the service experience of the product or organization and how the current customer experience rates or compares with competitor offerings?
Part A: Presentation of CEM Strategy – Learning Rubrics
Assessment Attributes Fail (Unacceptable)
(Proficient) 65-74 Distinction
75-84 High Distinction
Adherence to qualitative user research
of research planning, recruitment,
identification of key CEM issues and development of
accurate customer personas.
30% Failed to plan and deliver research accordingly. Less than 3 research sessions with minimal insight into audience segments. Inaccuracies of research, with falsified or missing data. Poor quality personas that have been made up. Minimum effort in developing research plan, recruiting participants, sessions and compilation of data. Personas
produced with significant inaccuracies. Research plan and recruitment displays student’s effort in wanting to extract insights from respondents. Research generated key CEM issues that were tested in further iterations. Fair-Good persona quality. Well executed research plan and sessions. Resulted in clear customer personas. Iterations of research confirmed and accurate personas developed. Actively recruited respondents from varied demographics (not just fellow students) and committed to extracting research data and analyzing to arrive at conclusions. Exceeded the required planning and research activities for this section. Researched a high number of respondents with several iterations and strong research summary from initial data collated. Demonstrated commitment to further generative research until accurate personas were derived.
BIZ104_BIZ104_Assessment Brief 2_Presentation_Module 4.Docx 5 of 10
Presentation and academic writing, skills; grammar, spelling,
10% Difficult to understand for audience, no logical/clear structure, poor flow of ideas, argument lacks supporting evidence. No effort is made to keep audience engaged, audience cannot follow the line of reasoning.
Little use of presentation aids, or the presentation aids and material used are irrelevant. Information, arguments and evidence are presented in a way that is not always clear and logical. Attempts are made to keep the audience engaged, but not always successful. Line of reasoning is often difficult to follow. Presentation aids are used more for effect than relevance. Information, arguments and evidence are well presented, mostly clear flow of ideas and arguments. The audience is mostly engaged, line of reasoning is easy to follow. Effective use of presentation aids. Information, arguments and evidence are very well presented, the presentation is logical, clear and well supported by evidence. Engages the audience, demonstrates cultural sensitivity. Carefully and well prepared presentations aids are used. Expertly presented; the presentation is logical, persuasive, and well supported by evidence, demonstrating a clear flow of ideas and arguments. Engages and sustains audience’s interest in the topic, demonstrates high levels of cultural sensitivity Effective use of diverse presentation aids, including graphics and multi-media.
6 of 10
Correct citation of key resources and evidence
10% Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. Demonstrates use of high quality, credible and relevant resources to support and develop ideas. Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. Shows evidence of wide scope within the organisation for sourcing evidence Demonstrates use of high- quality, credible and relevant resources to support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence
Personas 20% Personas are not data-driven, are made up and assumed. Some evidence of segmentation for each persona, but too many assumptions made without evidence of research validation. Personas are backed by research findings, are mostly qualitative with some quantitative validation Personas are data driven with clear segmentation and quantitative validation. Personas are data driven
with clear segmentation across demographics, goals, attitudes and behaviours and are professionally presented.
15% Too brief and not considerate of entire journey. Poorly executed with little thought given to key channels of interaction. Considerate of pre-engagement, usage as well as postengagement. Not clear how the
research has driven the creation of the map. Basic channels for user interaction noted with minimal steps identified and outlined in each journey map. Research-driven map with insights derived for optimizing touchpoints. Good selection of channels and journeys adopted for detailed interactions along each journey. Detailed maps of journeys with clear derivation from the compiled customer research. Well executed journey maps with high level of detail and clearly communicated. Excellently presented map with important insights into the customer’s triggers, drivers, influencers and
other key empathy facets. Is strongly research-based. Exceeds requirements for journey maps by use of high quantity and quality of mapping as well as summarized insight into optimizing certain journeys or paths. Professionally presented.