ASSESSMENT BRIEF 3
Subject Code and
Title BIZ104 Customer Experience Management
Assessment CEM Strategy Report (40%)
Length 2000 Words (+/- 10%)
Learning Outcomes a) Compare and contrast the emerging concepts and practices that underpin the customer experience
b) 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
By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12)
Total Marks 100 marks
BIZ104_Assessment Brief 3_CEM
Strategy Report_Module 6
This assessment aims to apply your learning throughout the term towards a unified customer experience management strategy report. The goal is to research, analyse and communicate how the chosen organisation from assessment 2 will manage customer experience(s) towards achieving a particular brand 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 better service offering. Using experience mapping tools and applying experience management methodologies, the presentation should account for how the CEM strategy provides the organisation with a competitive advantage.
Taking the role of consultants, 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).
Applying concepts throughout the term, groups will outline a CEM strategy that –
• Introduces the company background and industry
• Identifies and differentiates 3 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
• Applies the IDIC model towards achieving loyal customer relationships
• Presents the value proposition for each segment.
• Maps the current experience and journey maps for each of the 3 customer profiles.
• Illustrates the current state of the customer experience and where the challenges and opportunities for improvement are.
• Explains how your recommended customer experience strategy contributes towards an intended brand perception
• Explains how the customer experience will be measured and evaluated
• Proposes improved service offerings by applying best practice CEM concepts covered through the term, data gathered from Voice of the Customer (VOC), interview, survey and other field research tools.
• Documents steps towards forming a customer centricorganization
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.
Learning Rubrics CEM Strategy Presentation Pack
AssessmentAttributes Fail 0-49
High Distinction 84-100
20% Limited understanding of requiredconcepts 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 research/course materials.
Demonstrates a capacity to explain and apply relevant 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.
Illustration and communication of Customer personas, alignment diagrams, and
Too brief and not considerate of entire journey or strategy.
Considerate of pre- engagement, usage as well as post- engagement. Not clear how the research has driven the creation of the maps and diagrams
Research-driven maps with insights derived foroptimizing touch- points and maximizing value proposition.
Detailed maps of journeys with clear derivation from the compiled user research. Student understands the mental models for the
customer and has insight for designing an experience for them.
Excellently presented map with important insightsinto the
triggers, drivers, influencers and other key empathy
facets for designing the experience. Is strongly research- based.
Evaluation of strategic position and strategic options
20% Specific positions and options fail to take into account complexities or positions and options areunsupported. Presents and succinctly discusses relevant and supported strategic position and options. Presents and succinctly discusses relevant and supported strategic position and options and includeslimitations. Presents and succinctly discusses relevant 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.
Critical reasoning, presentation and defense of an argument and/or position
15% Specific position (perspective orargument) fails to take into account thecomplexities 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 reached 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
reached with sophisticated arguments.
Use of academic and discipline conventions and sources of evidence Poorly written with errors in spelling, grammar. Is written according to academic genre (e.g. with introduction, conclusion or summary) and has Is well-written and adheres to the academic genre (e.g. with introduction, conclusion Is very well-written and adheres to the academic genre. Expertly written and adheres to the academic genre.
15% quality, credible and relevant research sources to support and developideas.
There are mistakes in using the APA style. 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 style. or summary).
Demonstrates consistent use of high quality, credible and relevant research sources to support and develop ideas.
There are no mistakes in using the APA style. Consistently demonstrates expert use of good quality, credible and relevant research sources to support and develop appropriate arguments and statements. Shows evidence of reading beyond the key reading
There are no mistakes in using the APA style. Demonstrates expert use of high-quality, credible and relevant research sources to support and develop arguments and position statements. Shows extensive evidence of reading beyond the key reading
There are no mistakes in using the APA Style.
ASSESSMENT BRIEF 2
Subject Code andTitle BIZ104 Customer Experience Management
Assessment Presentation pack of CEM Insights
Length (20 – 25 Slides)
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 5 (Week 10)
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 interactingwith 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. Studentswill 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
• Include customer journey maps for 3 different customer profiles demonstrating the customer's experience before, during and after the service/product experience.
• 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?
Research Report – Learning Rubrics
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 havebeen 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.
Presentation and academic writing, skills; grammar, spelling,
15% 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 isnot always clear andlogical. 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 reasoningis easy to follow. Effective use of presentationaids. 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.
BIZ104_BIZ104_Assessment Brief 2_Presentation Pack _Module 4
Correct citation of key resources and evidence
Demonstrates inconsistent useof good quality, credible and relevant resources to support and develop ideas.
Demonstrates use of credible and relevant resources to supportand develop ideas, but these arenot always explicit or welldeveloped.
Demonstrates use ofhigh 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 widescope within the organisation for sourcingevidence
Demonstrates use ofhigh- 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 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
Personas are datadriven with clear segmentation and quantitative validation.
Personas are data driven
with clear segmentation across demographics, goals, attitudes and behaviours and are professionally presented.
BIZ104_BIZ104_Assessment Brief 2_Presentation Pack_Module 4
20% 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 post- engagement. 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 touch- points. 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.