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BIZ104Assessment Brief 3Page 1of 6ASSESSMENTBRIEF3SubjectCode and TitleBIZ104Customer Experience ManagementAssessmentCustomer ExperienceStrategy: AnalysisIndividual/GroupIndividual ReportLength1200 words (+/-10%)Learning Outcomesa)Compare and contrast the emerging concepts and practices that shape the customer experience.b)Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategyc)Research a customer problem and develop an appropriate customer experienced)Develop and communicate a customer experience strategye)Analyse and apply tools to monitor and evaluate a customer experience strategySubmissionBy 11:55pm AEST/AEDTSunday ofmodule 5.2(week 10)Weighting35%Total Marks100marksContextCustomer experienceis the perception of an organisation’ experience in the eyes of the customer.Building a customer experience strategy to improve customer experiences is important tostrengthen and build long term customer relationshipsand align the organisation with the needs of the customer.In this assessment task,you willapply youracquired knowledge to createa unified customer experience strategy. To do this, you will build on assessment 2toanalyse and communicate how yourchosen organisationwill manage customer experience(s) towards achievingcustomer loyalty.Youraim is to illustrate and communicate a CEM strategy proposing a better service offering. Using experience mapping tools, the report should account for how the CEM
BIZ104Assessment Brief 3Page 2of 6strategy provides the organisation with a competitive advantage.Thisassessment task provides you with an insight into an activity that maybe part of your job role in the future.InstructionsYou are to continuewith therole of consultant foryour selected organisation as in Assessment 2Customer Experience Strategy: Research Outcomes. To complete this assessment task, you need to prepare a report topersuade the management staff of your chosen organisation of a better approach to managing their customers’ experience(s).This assessment involves thefollowing activities:1.Introduce briefly the organisation you have chosen: the industry it competes in, its background and its service offering. Consider and implement the feedback received from assessment 2.2.Identify and differentiate 2customer segments(from research undertaken for assessment 2)usingpersonas to illustrate and communicate their unique customer perspectives 3.Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research (in assessment 2) into account in forming the customer experience strategy.4.Connect customer experience mapsand alignment diagramswith abusiness value proposition for the 2customer segments identified above.5.Highlight briefly, how your CEM strategy will offer a better service to your organisation’s customers.6.Write a conclusion.7.Follow APA 6th edition style of referencing to cite your academic resourcesand provide a reference list.Please see the Academic Skills page on Blackboard for information on referencing in APA 6th: https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1Submission InstructionsSubmit your CustomerExperienceStrategy Analysisvia the Assessment link in the main navigation menu in BIZ104 Costumer Experience Managementby 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 Rubricbelow is your guide to how your assessment task will be marked. Please be sure to check this rubric very carefully before submission
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