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