Business Consumer
BIZ104_Assessment Brief 2.Docx Page 1 of 6 ASSESSMENT BRIEF 2 Subject Code and Title BIZ104 Customer Experience Management Assessment Customer Experience Strategy: Research Outcomes Individual/Group Individual Report Length 1000 words (+/- 10%) Learning Outcomes 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 4.1 (week 7) Weighting 25% Total Marks 100 marks Context This assessment task is designed for you to apply your knowledge and understanding of the key concepts that shape the customer experience. You are required to conceptualize customers interacting with a product or service across several touch points such as in-store, website, mobile, social media and e-mail. You are also required to use research skills gained from module 3 to highlight a customer problem for your chosen organisation. This assessment task provides you with an insight into an activity that maybe part of your job roles in the future. Instructions You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s). BIZ104_Assessment Brief 2.Docx Page 2 of 6 This assessment involves the following activities: 1. Identify the research objective to improve customer experience for selected organisation. 2. Conduct research on your selected organisation, i.e. its industry and its target customers, through primary and secondary research. a. Plan and design your primary research, an online survey. b. Consider how you will recruit your interviewees and conduct the survey accordingly (You will need to have at least 10 completed customer surveys). c. Conduct your secondary research, particularly in available social media reviews of your selected organisation and relevant resources (i.e. academic journal articles, book chapters, business reports, organisation’s website). d. Document your secondary research observations by saving screen shots of social media reviews (at least 3) and keeping a reference list of the resources consulted (to be included in your reference list). 3. Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives. a. Describe and discuss your primary research method: its planning, design and implementation. b. Describe your secondary research method. c. Summarise the results of your research. d. Apply CEM concepts to identify the main service experience problem of the product or service of your organisation. e. Support your outcomes with academic literature covered in modules 1, 2 and 3. 4. Write a conclusion (approximately 125 words). 5. Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed. style: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&c ontent_id=_2498849_1 6. Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and the screen shots of at least 3 current social media reviews. 7. The resources consulted and used from your secondary research on your organisation must be listed in the reference list. https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 BIZ104_Assessment Brief 2.Docx Page 3 of 6 Submission Instructions Submit your Costumer Experience Strategy: Research Outcomes via the Assessment link in the main navigation menu in BIZ104 Costumer Experience Management by the due date. The learning 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. BIZ104_Assessment Brief 2.Docx Page 4 of 6 Learning Rubric: Assessment Brief 2- Customer Experience Strategy: Research Outcomes Assessment Attributes Fail (Unacceptable) 0-49 Pass (Functional) 50-64 Credit (Proficient) 65-74 Distinction (Advanced) 75-84 High Distinction (Exceptional) 84-100 Research methods and outcomes 35% There is no/limited evidence of an attempt to plan, and appropriately design and implement an online survey. There are inaccuracies in the reported research outcomes, with falsified or missing data. Questioning techniques could be substantially improved. There is no/limited description and discussion of primary and secondary research methods, while the research results are summarised cursorily. There is evidence of a basic attempt to plan, and appropriately design and implement an online survey. The reported research outcomes contains minor inaccuracies and the demonstrated questioning techniques, although covering all basic elements, could be improved to achieve a better outcome. Primary and secondary research methods have been described and discussed cursorily. The research results summary is missing one or two key elements. The online survey has been adequately planned, and appropriately designed and implemented. The reported research outcomes demonstrate an adequate implementation of appropriate questioning techniques. Primary and secondary research methods have been described and discussed competently. The research results summary covers all key elements satisfactorily. The online survey has been thoroughly and efficiently planned, designed and implemented. The reported research outcomes demonstrate a careful and thorough implementation of appropriate questioning techniques. Primary and secondary research methods have been described and discussed exceedingly well. The research results summary covers all key elements clearly and thoroughly. The online survey has been expertly planned, designed and implemented. The reported research outcomes demonstrate a conscientious implementation of appropriate and comprehensive questioning techniques Primary and secondary research methods have been described and discussed accurately and expertly. The research results summary covers all key elements clearly and thoroughly. BIZ104_Assessment Brief 2.Docx Page 5 of 6 Application of CEM concepts to analysis of customer experience 25% The research objective has not been clearly identified. Report demonstrates a limited attempt to apply CEM concepts to identify the challenges and opportunities of the organisation for achieving a customer experience that is in line with the research objective. There is no/limited attempt to use the sourced material from documented secondary research observations and academic literature to support ideas. The research objective has been basically identified, albeit some details are missing. Report demonstrates an adequate attempt to apply CEM concepts to identify the challenges and opportunities of the organisation in its customer experience service. These have been described and related casually to the research objective. There is evidence of a basic attempt to use the sourced material from documented secondary research observations and academic literature to support ideas. The research objective has been competently identified. CEM concepts have been adequately applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed and related to the research objective. Text demonstrates a critical use of the sourced material from documented secondary research observations and academic literature to support ideas. The research objective has been clearly and thoroughly identified. CEM concepts have been critically applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed in-depth and related critically to the research objective. Text demonstrates a critical and in-depth use of the sourced material from documented secondary research observations and academic literature to support ideas. The research objectives has been expertly identified. CEM concepts have been critically and consciously applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed critically and in-depth, as well as related expertly to the research objective. Text demonstrates a critical and meticulous use of the sourced material from documented secondary research observations and academic literature to support ideas. Conclusion 15% Text does not include a conclusion, or there is a limited attempt to conclude ideas with no reference to key points in the analysis. Text shows evidence of a basic attempt to conclude ideas; conclusion is a general recall of key points in the analysis. Text shows evidence of a satisfactory and thorough conclusion of ideas, which includes a brief summary of key points in the analysis. Text shows evidence of a satisfactory and thorough conclusion of ideas. Conclusion discusses and expands on the key points of the analysis. Text shows evidence of a thorough and sophisticated conclusion of ideas. Conclusion discusses key points of