Customer Experience Strategy Coursework Summative Assessment Brief Project Management Essentials Data Mining & BI Report Overvie…

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BPP Coursework Cover Sheet
Please use the table below as your cover sheet for the 1st page of the submission. The sheet should
be before the cover/title page of your submission.
Programme
MSc Management
Module name
Customer Experience Strategy
Schedule Term
Student Reference Number (SRN)
Report/Assignment Title
Date of Submission
(Please attach the confirmation of any
extension received)
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is ___ words.
Student Reference Number: Date:
By submitting this coursework you agree to all rules and regulations of BPP regarding assessments
and awards for programmes. Please note, submission is your declaration you are fit to sit.
BPP University reserves the right to use all submitted work for educational purposes and may
request that work be published for a wider audience.
BPP School of Business and Technology
MSc Management
Customer Experience Strategy
Coursework Assessment Brief
Submission mode: Turnitin online access
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.
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.
2. Assessment Brief
You are required to write a 2,500 word report on the customer experience (CX) strategy of Samsung
for their mobile phone product lines. You should base your report on the analysis of their CX strategy
in one specific country in which they operate, which you must identify in the introduction to your
report.
You should write your report for the Board of Directors. Within the business report, reference
should be made to relevant CX concepts, literature and application as appropriate. Only use graphics
or tables to answer the requirements where it is suggested to do so.
You need to address the following tasks:
1. The importance of customer experience (10 marks): explain and critically evaluate the
concept of customer experience. Appraise the importance of CX in the case of Samsung
mobile phones. (Suggested word count: 300 words)
2. Consumer persona creation (15 marks): explain what a consumer persona is and evaluate
its role in developing effective CX strategy. In application to Samsung identify one key
consumer persona and provide the following elements in a visual format (graphic or table):
a. Demographics and story
b. Profile
c. Motivations for using a Samsung mobile
d. Goals for using a Samsung
e. Painpoints a Samsung mobile solves
(Suggested word count: 200 words)
3. Mapping the customer journey (15 marks): explain what a customer journey is and discuss
its importance to CX strategy. In relation to your consumer persona identified in task 2, using
a graphic or table, map their customer journey. This should be from the perspective of the
customer and include the following:
a. Stages of journey
b. Activities
c. Feelings and needs
d. Potential opportunities for improvement
(Suggested word count: 200 words)
4. Omnichannel marketing (15 marks): explain what is meant by omnichannel marketing and
the role of interaction and customisation in omnichannel marketing. Identify for Samsung
mobiles the different marketing channels used and analyse how effective Samsung is in
achieving a seamless customer journey. (Suggested word count: 550 words)
5. CX performance metrics (15 marks): identify and critically evaluate four CX performance
metrics. Provide a justified recommendation of two metrics which are the most important in
the case of Samsung mobiles. (Suggested word count: 500 words)
6. CX processes in different industries (20 marks): Using five CX Critical Success Factors (CSFs)
compare and explain the CX processes in Samsung and another company of your own choice
in another industry. (Suggested word count: 600 words)
7. Conclusion (5 marks): having completed your report provide a conclusion on how effective
Samsung’s CX strategy is, using evidence from the previous six tasks to support your
reasoning. (Suggested word count: 150 words)
8. Presentation (5 marks): present your report in a structured and professional manner using
Harvard referencing guidelines.
Suggested Structure
A 2,500-word business report to the Board of Directors of the company, in the capacity of a CX
strategy consultant. There are many ways to construct a report and the following is only a
suggestion:
Title page: your reader’s first impression of the report. It should be succinct but still describe the
report’s contents so that it can be distinguished easily from other reports.
Comprehensive list of contents: a table of contents could help the reader to find specific
information in the report quickly. This includes page numbers and any additional sections such as
appendices and bibliography.
Report: covers your answers to the requirements one to eight as listed above.
Appendices: Appendices contain additional information which would be too detailed to include in
the main body. Typical examples of information included in appendices can be glossaries (if it is a
technical report), tables with supporting statistical data, examples of research and so on.
References list: if you have consulted any source, either printed or on-line, you must include it in the
list of your references and dates of internet access where applicable. For more information on
referencing and the Harvard system access the link given in the General Assessment Guidance
above.
3. Marking Guide (student version)
The assignment is marked out of 100 and counts towards 100% of your module mark. The following
table shows the mark allocation and approach required.
Assignment Part
Mark
Approach
1. The importance of
customer experience (10
marks)
5 5
• Clear explanation and critical evaluation of
the concept of customer experience.
• Appropriate discussion of the importance
of CX in the case of Samsung mobile
phones.
2. Consumer persona
creation (15 marks)
7 8
• Clear explanation of a consumer persona
and evaluation of its role in developing
effective CX strategy.
• Identification of one key consumer persona
relevant to Samsung mobiles and a detailed
visual (graphic or table) is provided
containing the following elements:
o Demographics and story
o Profile
o Motivations for using a Samsung
mobile
o Goals for using a Samsung mobile
o Painpoints a Samsung mobile solves.
3.Customer journey map
(15 marks)
7 8
• Clear explanation of a customer journey
and appropriate discussion of its
importance to CX strategy.
• A detailed customer journey is presented as
a graphic or table based on the consumer
persona identified in task 2. It should
include the following elements:
o Stages of journey
o Activities
o Feelings and needs
o Potential opportunities for
improvement.
4. Omnichannel
marketing (15 marks)
5
10
• Clear explanation of what is meant by
omnichannel marketing and the role of
interaction and customization in
omnichannel marketing.
• Identification of the different marketing
channels used for Samsung mobiles and a
detailed analysis of how effective they are
in achieving a seamless customer journey.
5. CX performance
metrics (15 marks)
10
5
• Identification and critical evaluation of four
appropriate CX performance metrics.
• Justified recommendation of two key
metrics for Samsung mobiles.
6. CX processes in
different industries (20
marks)
20
• Using five CX Critical Success Factors (CSFs)
compare and explain the CX processes in
Samsung and a company in another
industry.
7. Conclusion (5 marks)
5
• Clear conclusion on how effective
Samsung’s CX strategy is, using evidence
from the previous six tasks to support your
reasoning.
Presentation (5 marks)
5
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Referencing: range and
credibility of the sources use and correct
application of Harvard referencing style
throughout report and appendices
Total
100

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