MENTR204 CUSTOMER CENTRIC STRATEGY Task brief & rubrics
Task: Written summative assignment
Presentation – Customer Centric Strategy ANALYSIS
This assessment is a Power Point presentation – submission exam and will be released in week 4 of the course.
Students are required to analyse the Customer Centric Strategy of a Company like Amazon, Hilton, Netflix, Zappos
What type of research the THE COMPANY is doing to know the customer?
What type of customer relationship they want to achieve?
What is the Job to be done by THE COMPANY client/customer, what do they try to achieve when buying THE COMPANY products?
Describe in detail THE COMPANY’s customer Journey? How the customers interact with THE COMPANY product/service? How the
customer interact with people within the company/ With digital interfaces? What are the worst moments/Pain Points of the journey?
Explain the things the customer find unpleasant. What are the pleasant moments/Gain Points of the journey? Explain the things that the
customer likes/ enjoys/ engage with.
What is the most important for THE COMPANY’s client? What is the most important for THE COMPANY?
What is the value proposition that matches with the customer needs? Can they achieve the same result through other
services/products?
Explain THE COMPANY’s Customer Centric strategy and the main tactics (actions) implemented in the past 5 years. Has this strategy
changed from the past?
What are the key success factors for THE COMPANY Strategy?
What type of customer experience is offered by THE COMPANY?
Is the Customer Centric Strategy a competitive advantage for THE COMPANY? Why?
The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.
Formalities:
o Word: Word count: 2500-3000 words.
o Cover, Table of Contents, References and Appendix are excluded of the total word count.
o Font: Arial, size 12,5
o Text alignment: Justified
o The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: Week (6) – Via Moodle (Turnitin). Submission deadline Sunday 20th of February 2022 at 23:59 CEST
Weight: This task is a 30% of your total grade for this subject.
It assesses the following learning outcomes:
Outcome 1: Understanding Customer centric benefits and implications
Outcome 2: Understanding Customer relationship
Outcome 3: Understanding Customer research
Outcome 4: Understanding Customer journey
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding
(20%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Customer centric, Customer journey, loyalty program, retention, customer experience, CRM, CX KPI’s
Student applies mostly relevant knowledge from the topics delivered in class. Customer centric, Customer journey, loyalty program, retention, customer experience, CRM, CX KPI’s
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Customer centric, Customer journey, loyalty program, retention, customer experience, CRM CX KPI’s
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Customer centric, Customer journey, loyalty program, retention, customer experience, CRM, CX KPI’s
Critical Thinking (30%)
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
Student critically assesses in good ways, drawing conclusions from relevant authors and references.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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CUSTOMER CENTRIC STRATEGY MENTR204 Task brief and rubrics
Summative written assignment
ANALYSIS OF A CUSTOMER CENSORED STRATEGY
This Assessment is a Power Point presentation – submission test that will be made available in week 4 of the course.
Students must analyze the Customer Centric Strategy of a company such as Amazon, Hilton, Netflix, or Zappos.
What kind of research does THE COMPANY conduct to get to know its customers?
What kind of consumer relationship do they seek to build?
What is THE COMPANY’s client/job, customer’s and what do they hope to achieve by purchasing THE COMPANY’s products?
Describe THE COMPANY’s customer journey in detail? How do THE COMPANY’s customers interact with its product/service? How does the
Customers connect with corporate employees/through digital interfaces? What are they?
