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
x This assessment advances the student’s customer experience research skills. User personas for this assessment are required to be data-driven and quantitatively validated. x 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.
x This assessment is designed to develop your generative research skills to build qualitative, data driven personas for your chosen company or product.
x 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:
x Offer a brief introduction to the industry within which the organization competes and a brief background into the company and its service offering.
x Identify and differentiate 3 customer personas to illustrate and communicate their unique customer perspectives.
x 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
x Include customer journey maps for 3 different customer profiles demonstrating the customer's experience before, during and after the service/product experience.
x 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.Docx
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.Docx
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.