Instructions:
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 centric organization
Page 3 of 7 ASSESSMENT BRIEF 3 Subject Code and Title BIZ104 Customer Experience Management Assessment Part A: CEM Presentation Pack (25%) Part B: CEM Strategy Presentation (15%) Individual/Group Group (to be assigned) Length 15 minutes to deliver a maximum of 20 Slides CEM Strategy Presentation Pack (35 – 40 Slides) 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 Submission Part B: - for online students presentation submission due by Sunday 11:55 pm AEST/AEDT Module 6 (Week 11) - for F2F students presentation during Module 6 (Weeks 11 - 12) Part A: By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12) Weighting 45% Total Marks 100 marks Context: BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 4 of 7 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 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 a chosen organisation of a better approach to managing their customers’ experience(s). Instructions: 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 centric organization BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 5 of 7 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. The Part A Audio and In-Class presentation should be a summary highlighting the key points of the part B presentation pack. 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. Online students must submit an audio (voice) video version of their presentation and upload this presentation unto a web platform for viewing. Students may choose their preferred platform but are responsible for ensuring that their instructor is able to easily access and review the presentation. Examples of such platforms include but are not limited to – Youtube, Vimeo, Prezi etc. Tools like powerpoint is ideal to make presentations. Information on using PowerPoint to create video presentations is available here: https://support.office.com/en-us/article/Add-audio-to- your-PowerPoint-presentation-c3b2a9fd- 2547-41d9-9182-3dfaa58f1316?ui=en-US&rs=en-US&ad=US *Be mindful that you will still need to post the presentation unto an online platform as stated above. *On-campus students will be assigned in-class presentations dates ranging from weeks 11 to 12. https://support.office.com/en-us/article/Add-audio-to-your-PowerPoint-presentation-c3b2a9fd-2547-41d9-9182-3dfaa58f1316?ui=en-US&rs=en-US&ad=US https://support.office.com/en-us/article/Add-audio-to-your-PowerPoint-presentation-c3b2a9fd-2547-41d9-9182-3dfaa58f1316?ui=en-US&rs=en-US&ad=US https://support.office.com/en-us/article/Add-audio-to-your-PowerPoint-presentation-c3b2a9fd-2547-41d9-9182-3dfaa58f1316?ui=en-US&rs=en-US&ad=US BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 5 of 7 Part B: Presentation of CEM Strategy – Learning Rubrics Assessment Attributes Fail (Unacceptab Pass (Functional) 50-64 Credit (Proficient) 65-74 Distinction (Advanced) 75-84 High Distinction (Exceptional) 84-100 Content, Audience and Purpose 20% Demonstrates no awareness of context and/or purpose of the assignment. Demonstrates limited awareness of context and/or purpose of the assignment Demonstrates consistent awareness of context and/or purpose of the assignment. Demonstrates an advanced and integrated understanding of context and/or purpose of the assignment. Consistently demonstrates a critical understanding of context and purpose of the assignment. Effective communication 20% 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. BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 6 of 7 Illustration and communication of Customer personas, alignment diagrams, and strategy maps 30% 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 for optimising 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 insights into the customer’s triggers, drivers, influencers and other key empathy facets for designing the experience. Is strongly research- based. Overall visual appeal of the presentation 30% There are many errors in spelling, grammar and punctuation. The slides were difficult to read and too much information had been copied onto them. No visual appeal. There are many errors in spelling, grammar and punctuation. Too much information was contained on many slides. Minimal effort made to make slides appealing or too much going on. There are some errors in spelling, grammar and punctuation. Too much information on two or more slides. Descent visual appeal. There are no errors in spelling, grammar and punctuation. Information is clear and concise on each slide. Visually appealing/engaging. There are no errors in spelling, grammar and punctuation. Information is clear and concise on each slide. Outstanding in visual appeal and very engaging. BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 7 of 7 Part A: Learning Rubrics CEM Strategy Presentation Pack Assessment Attributes Fail (Unacceptable) 0-49 Pass (Functional) 50-64 Credit (Proficient) 65-74 Distinction (Advanced) 75- 84 High Distinction (Exceptional) 84-100 Knowledge and understanding 30% Limited understanding of required concepts 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. Evaluation of strategic position and strategic options 20% Specific positions and options fail to take into account complexities or positions and options are unsupported. Presents and succinctly discusses relevant and supported strategic position and options. Presents and succinctly discusses relevant and supported strategic position and options and includes limitations. 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. BIZ104_Assessment Brief 3_Strategy Presentation and Presentation Pack_Module 6 Page 8 of 7 Critical reasoning, presentation and defense of an argument and/or position 15% Specific position (perspective or argument) fails to take into account