Managing Customer Experience: Coursework Assessment Brief 4 Sample Solution

Managing Customer Experience Assignment 

                                                 Coursework Summative Assessment Brief 4

1.    General Assessment Guidance
●    Your summative assessment for this module is made up of this Coursework submission which accounts for 100% of the marks.
●    Please note late submissions will not be marked.
●    You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
●    For coursework, the submission word limit is 2,500 words. You must comply with the word count guidelines. You may submit LESS than 2,500 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
●    Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
●    A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.
●    You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism. You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
●    BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
●    Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting language errors or if specified in the summative assessment brief. If you have used AI for any of these purposes, you should indicate this on the Assignment Coversheet. For more information regarding acceptable and unacceptable use of AI, please enrol on to the Generative AI Foundations course on the HUB.
●    You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Coversheet may be considered invalid and not marked.

2.    Assessment Brief
You are required to write a 2500-word report on the customer experience (referred to as CX from now on in this brief) strategy.
This report should focus on the CX strategy of one (1) company shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must clearly identify in the report.
Choose one company with in the global AVIATION INDUSTRY from the table below:

Qatar Airways
Virgin Atlantic Airways
Emirates Airways

As a CX consultant, you should write your report for the Board of Directors of the company you have chosen from the list above. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate.
Where you feel it is appropriate, the use of tables to more clearly present the findings in your report is acceptable. HOWEVER, ALL WORDS WITHIN THESE TABLES WILL COUNT TOWARDS YOUR OVERALL TOTAL OF 2,500 WORDS EXCEPT FOR CONSUMER PERSONA AND CUSTOMER JOURNEY MAP USING THE RECOMMENDED TEMPLATES.

You will be assessed on the module learning outcomes:
•    LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business
•    LO2: Evaluate organizational CX performance metrics
•    LO3: Evaluate how an organization ensures a seamless omni channel customer journey.
•    L04: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.
 

Within the report, you need to address the following:
1.    Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand
Guidelines Points to Consider:
•    Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for
Your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.
•    With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.

2.    Discuss how your chosen brand has been able to deliver a seamless omni channel experience for its customers.

Guidelines Points to Consider:

•    Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer person as and customer journey maps and their role in the creation of a customer strategy as it relates to customer experience strategy. In support of your discussion:
    Create a detailed customer persona relevant to your chosen brand based upon research and data analysis highlighting the following key elements: Profile, Persona’s Goals, Pain-points and Motivations.
    Using the template in the class slides, develop a customer journey map for your persona, identifying the key elements of the journey
(Stages, Needs, Activities, Feelings, Pain-points and Opportunities for Improvement)
•    Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been in creating a seamless journey for the customer.
•    Suggest areas for improvement based upon your evaluation of how easy your chosen brand makes it for the customer to complete their journey.
THE WORDS CONTAINED WITHIN YOUR PERSONA AND CUSTOMER JOURNEY MAP USING THE CLASS TEMPLATE DO NOT COUNT TOWARDS YOUR OVERALL WORD COUNT OF 2,500

3.    Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.

Guidelines Points to Consider:
•    Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
•    With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers
-    Consider factors that make the 3 metrics effective, their benefits and weaknesses in relation to your chosen brand.
-    Evaluate why the three metrics discussed would be most beneficial to the chosen company.

4.    Critically reflect on how successful your chosen brand has been in creating the customer-centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.

Guidelines Points to Consider:
•    Critically evaluate how effective your chosen brand has been in creating the customer centric culture needed to deliver the seamless customer experience your person a values.
•    Discuss the importance of CX Leadership AND CX Governance in creating a customer-centric business and critically evaluate how effective your chosen brand has been at implemented these within the organisation.
•    Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation, CX Metrics and CX Strategy C Process) and critically evaluate the effectiveness of your chosen brand’s efforts to implement this.
•    With reference to previous sections, critically evaluate the overall quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.

Presentation: The report must be in clear font (e.g., Arial point size10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5.NOTE: The word count of (2500 words) does not apply to the following elements of your report:
•    The Cover Page
•    The Table of Contents
•    Lists of Abbreviations.
•    References
•    Appendices

All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this coursework assignment, please contact the tutor or the module leader.