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BIZ104 Customer Experience Management ASSESSMENT BRIEF 3

Subject Code and

BIZ104 Customer Experience Management

Title

Assessment

Part A: CEM Strategy Presentation (15%) Part B: CEM Presentation Pack (30%)

Individual/Group Group (to be assigned)

15 minutes to deliver a maximum of 20 Slides Length 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 A: - 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 B: By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12)

Weighting

45%

100 marks Total Marks

Context: BIZ104_Assessment Brief 3_Strategy Report_Module 6

Page 3 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 Report_Module 6Page 4 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-presentationc3b2a9fd- 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.

BIZ104_Assessment Brief 3_Strategy Report_Module 6Page 5 of 7

Part A: Presentation of CEM Strategy – Learning Rubrics

Fail

Pass

Credit

Distinction

High Distinction

(Functional)

(Proficient)

(Advanced)

(Exceptional)

50-64

65-74

75-84

84-100

Assessment Attributes

(Unacceptab

Content, Audience and

Demonstrates Demonstrates limited no awareness of awareness of

Purpose

context and/or context and/or awareness of purpose of the purpose of the context

assignment.

20%

assignment

Demonstrates Demonstrates Consistently consistent an demonstrates

a critical advanced and understanding of

and/or purpose integrated of the

assignment.

context and purpose of the

understanding assignment. of context and/or purpose of the

assignment.

Difficult to Information, Information, Information, understand for arguments and arguments and arguments audience, evidence

Expertly presented; the

no logical/clear are presented in evidence are structure, poor a way that is not well

and evidence presentation is are very logical,

presented, flow of ideas, always clear and mostly clear argument lacks logical. flow

well presented, persuasive, and the well

supporting evidence.

presentation is supported by logical, evidence,

Effective

communication

Attempts are made to keep the

of ideas and arguments.

clear and well 20%

No effort is made to keep audience

demonstrating a clear flow

audience The audience engaged, but not is mostly always supported by of ideas and evidence. arguments.

engaged, successful. Line engaged, line audience cannot of reasoning is of reasoning is follow often the line of reasoning.

difficult to follow.

Little use of presentation aids, or

Presentation aids are used more for

easy to follow.

Engages the audience,

Engages and sustains

Effective use demonstrates audience’s of presentation cultural interest in the sensitivity.

topic, demonstrates

high the presentation effect than aids and relevance. material

levels of cultural sensitivity

aids.

used are irrelevant.

Carefully and well prepared Effective use of presentations diverse

aids are used.

presentation aids, including graphics and multi-media.

BIZ104_Assessment Brief 3_Strategy Report_Module 6Page 5 of 7

Considerate of Too brief and Research-driven preDetailed maps of not maps engagement, considerate usage as well with insights Illustration and of as postderived for entire communication journey or

journeys with

engagement. optimising touch- clear derivation Not clear how points

Excellently

presented map with important

the strategy. of Customer

insights

research has and maximizing into the driven the from the compiled value customer’s creation

user research.

triggers, drivers,

Student

influencers and

understands the

other key empathy

diagrams, and

mental models for

facets for designing

strategy maps

the customer and

personas,

of the maps proposition. and diagrams

alignment

30%

the experience.

Is

has insight for

strongly research-

designing an

based.

experiencefor them.

Overall visual There are There are There are some appeal of many errors many errors in errors

There are no errors There are no

in

spelling,

errors in

grammar and spelling, in spelling, the presentation punctuation. grammar and grammar Too

in spelling, grammar

spelling, grammar and

punctuation. much and punctuation.

The slides information and punctuation.

Too were was contained

30%

difficult to on many read and too slides.

punctuation.

much information Information Information is clear on is clear and

much Minimal two or more information effort made to slides. had been make slides

and concise on each

concise on each slide.

appealing or copied onto Descent visual too much them. appeal. going on.

slide. Visually

Outstanding in visual

No visual appeal.

appealing/engaging.

appeal and very engaging.

BIZ104_Assessment Brief 3_Strategy Report_Module 6Page 6 of 7

Part B: Learning Rubrics CEM Strategy Presentation Pack Fail

Pass

Credit

Distinction

High

Distinction

(Unacceptable) Assessment Attributes

Knowledge and

(Proficient)

(Advanced) 75-

(Exceptional)

50-64

65-74

84

84-100

Thorough knowledge or

Highly developed

A sophisticated

0-49

Limited understanding of Knowledge or required concepts

understanding and knowledge

30%

(Functional)

understanding of understanding understanding understanding the of the of the of the

Key components field or field or discipline. of the discipline/s. assignment are not addressed.

topic.

topic.

Resembles a recall Supports or personal

Has addressed Has addressed all all of the

summary of key ideas.

key areas of the

opinion and information

key concepts in detail

and assessment in substantiated by demonstrated detail a and Often evidence from capacity to demonstrated conflates/confuses the add insight a assertion of personal

research/course capacity to

and further

clearly opinion with information

materials.

substantiated by

explain all relevant

understanding to the

concepts.

concepts explored.

Presents and

Presents and succinctly

Demonstrates a capacity evidence from the

Specific Evaluation of positions and strategic options fail to take

research/course

to explain and apply

materials.

relevant concepts.

Presents and succinctly

Presents and succinctly

position and strategic

into account discusses relevant discusses complexities or and relevant and positions and

succinctly discusses

discusses relevant and

options

options are unsupported.

20%

supported strategic

supported strategic

relevant and

supported strategic

position and options.

position and options and

supported strategic

position and options,

includes limitations.

position and includes options limitations

and

and includes

implications, and offers

limitations and

alternatives.

implications.

BIZ104_Assessment Brief 3_Strategy Report_Module 6

Critical reasoning,

Page 7 of 7

Specific position Specific (perspective or position argument)

Specific position

Specific position

Specific position

fails to take into presentation account the (perspective or (perspective or (perspective or (perspective or and defense complexities of an argument and/or

position

of the issue(s) or argument) scope of the begins to take assignment.

argument) takes argument) is into

into account the account the issue(s) complexities

expertly presented

argument) is presented

expertly, authoritatively

Makes assertions of the issue(s) and accurately and that are not or scope of the or scope of takes imaginatively, justified.

assignment.

the assignment. accurately into account the Others’ taking into points of view complexities of account the are the

15%

Justifies any conclusions

acknowledged.

reached with arguments

issue(s) and scope of

complexities of the

the assignment.

issue(s) and scope of

Justifies any conclusions not merely assertion.

the assignment.

Limits reached with well-

Justifies any

of position are

formed conclusions arguments not reached

acknowledged.

merely assertion.

with welldeveloped

arguments.

Justifies any conclusions reached with sophisticated arguments.

Does not participate Team Work effectively in a team

environment.

Participates effectively in

Contributes to Understands small group

Builds team’s identity

teams.

group discussions to reach

and commitment.

dynamics and team

20% Places individual agreement on Identifies team goals ahead of issues. and the group

responsibility.

Hinders the group process and upsets the

individual goals, tasks,

roles.

Leads teams.

Works together Facilitates team with

responsibilities others towards development. and shared

Evaluates teams’

schedules.

outcomes.

goals.

Renegotiates

schedule.

Contributes to group Renegotiates

processes.

Supports the team.

responsibilities, Implements tasks strategies

responsibilities and schedules for enhancing to meet to team

needed change.

meet needed change.

effectiveness.

Poorly written Use of with errors in academic and spelling,

Is written according to

discipline grammar. conventions

academic genre adheres to the (e.g. with academic

and sources of evidence

introduction, conclusion Demonstrates or summary) inconsistent use and has of good

Is well-written a Is very wellnd written

and adheres to adheres to the the

genre (e.g. with academic genre.

academic genre.

introduction, conclusion

BIZ104_Assessment Brief 3_Strategy Report_Module 6

15%

Expertly written and

Page 8 of 7

quality, credible and accurate spelling, or summary). relevant research

Consistently

Demonstrates expert

sources to support and develop ideas.

demonstrates expert

use of highquality,

use of good quality,

credible and relevant

use of high quality,

credible and relevant

research sources to

credible and relevant

research sources to

support and develop

grammar, sentence and Demonstrates consistent paragraph construction.

Demonstrates consistent There are mistakes in using the APA style.

use of credible and

research sources support and to develop

arguments and position

relevant research support and sources develop

appropriate

statements.

Shows

to support and develop

arguments and

extensive evidence of

ideas, but these are not

statements.

Shows

reading beyond the key

always explicit or There are no well mistakes in

evidence of reading

reading

developed.

ideas.

using the APA style.

beyond the key There are no mistakes reading

There are no mistakes in

using the APA style.

in using the APA Style.

There are no

mistakes in using the APA style.

BIZ104_Assessment Brief 3_Strategy Report_Module 6Page 9 of 7