BIZ104 Customer Experience Management

ASSESSMENT BRIEF 3
Subject Code and Title :- BIZ104 Customer Experience Management
Assessment Part A: CEM Presentation Pack
Part B: CEM Strategy Presentation
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
University:- Laureate International Universities

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 I DIC 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

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.