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Importance of customer experience, consumer persona creation, mapping the customer journey, omnichannel marketing and customer experience performance metr
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MSc Management
Customer Experience Strategy
Coursework Assessment Brief – Version 2
Submission mode: Turnitin online access
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
Module name
MSc Management
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:
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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
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.
•
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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.
•
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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
•
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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.
Assessment Brief
You are required to write a 2500-word report on the customer experience (CX) strategy of one (1)
company product/service shown below. 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.
Choose one company (1) in the chart below:
Company
Google
Apple
Coca-Cola
Mercedes Benz
Dyson
Heinz
Voot
Taj Hotels
bKash
Rupchanda
14th Street Pizza
ChenOne
GTBank
Product
My Business
MacBook
Sprite
Long Wheelbase E-Class
Vacuum
Baked Beans
Video Streaming
Hotel
Mobile financial services
Edible Oil
Food
Fashion
Banking
Country
Any
Any
Any
Any
Any
Any
India
India
Bangladesh
Bangladesh
Pakistan
Pakistan
Nigeria
You should write your report for the Board of Directors of the company you have chosen from the
list above. Within the business report, reference should be made to relevant CX concepts, literature
and application as appropriate. Only use 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): Define and explain the concept of
customer experience. Determine the importance of CX in the case of your chosen company’s
product/service. (Suggested word count: 300 words)
2. Consumer persona creation (15 marks): Define and explain what a consumer persona is and
describe its role in developing effective CX strategy. In application to the company
product/service identify a consumer persona of a person (aged 45) and provide the
following elements in a visual format (Infograph or table):
a. Demographics and story of the person
b. Profile of the person
c. Motivations for using the product/service by the person.
d. Goals for using the product/service by the person.
e. Pain points the product/service solves for the person.
(Suggested word count: 200 words)
3. Mapping the customer journey (15 marks): Define and explain what a customer journey is
and discuss its importance to CX strategy. Define customer journey map and in relation to
the consumer persona (age 45) identified in task 2, using infograph or table, map their
customer journey. This should be from the perspective of the consumer persona 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): Define and explain what is meant by omnichannel
marketing and explain the role of interaction in omnichannel marketing. Identify for your
chosen company product/service the different sales and marketing channels used and
analyse how effective your chosen company is in achieving a seamless customer journey.
(Suggested word count: 550 words)
5. CX performance metrics (15 marks): Define and explain performance metrics. Identify and
describe the following performance metrics NPS and LTV. Provide a justified
recommendation of why these performance metrics are important in the case of your
chosen company product/service. (Suggested word count: 500 words)
6. CX processes in different industries (20 marks): Define and explain the concept of CX Critical
Success Factors (CSFs). Describe the following CX CSFs- Governance, Culture and Customer
Experience Strategy Design, and the process to implement them in a company. Then explain
and compare the CX CSFs in your chosen company and Instagram. (Suggested word count:
600 words)
7. Intro & Conclusion (5 marks): At the beginning of your report, name your company,
product, and country and what is included in the report. At the end of your report provide a
conclusion on how effective your chosen company product/service CX strategy is, using
evidence from the previous six tasks to support your reasoning. (Suggested word count:
Intro 30 words, conclusion 120 words – total 150 words between the two)
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. See recommended structure below:
Cover Sheet: See recommended above.
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.
Introduction: At the beginning of your report, name your company, product, and country and what
is included in the report.
Report: covers your answers to all the tasks
Conclusion: At the end of your report provide a conclusion on how effective your chosen company
product/service CX strategy is, using evidence from the previous six tasks to support your reasoning.
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.
Appendices (where/if necessary): 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.
1. Marking guide
Assignment task
The importance of
customer experience
(10 marks)
Distinction (70-100%)
Very good to thorough and deep
knowledge and understanding of
CX with definition, explanation,
and importance clearly defined.
Very good to excellent evidence of
research into your chosen
company product/service and
importance of CX is fully discussed
in the context of your chosen
company product/service. (7-10
marks)
Consumer persona
creation (15 marks)
Merit (60-69%)
Pass (50-59%)
Fail (0-49%)
Model answer:
• CX definition = sum total of a customer’s individual interactions with a brand/company over time
• Explanation = how a person feels about a company, how they are treated, either when directly engaged or not interacting (CX is not about
satisfaction with the quality of a product or service)
• Why CX is important = valid reasons provided, i.e., increase share of spend, increase shareholder value, reduce operating costs, etc.
• Appropriate discussion of the importance of improving the customer experience in the case of your chosen company product/service. Discussion
of how company can increase share price if it is low, reduce operating costs if they can see they are high in the annual report, etc… research
based on the 7 reasons why CX is important in the context of their chosen company product/service based on research and supported by
evidence
Good knowledge and
understanding of CX with
definition, explanation, and
importance. Good evidence of
research into your chosen
company product/service and
importance of CX is discussed
in the context of your chosen
company product/service. (6
marks)
Satisfactory knowledge and
understanding of CX with some
CX with basic definition,
explanation, and importance.
Adequate evidence of research
into your chosen company
product/service and importance
of CX is adequately discussed in
the context of your chosen
company product/service. (5
marks)
Weak knowledge and
understanding of CX with
limited definition,
explanation, and importance.
Limited evidence of research
into your chosen company
product/service and
importance of CX is
inadequately discussed in the
context of your chosen
company product/service. (04 marks)
Model answer:
• Consumer persona definition = fictional/generalised/semi-fictional profile representing a particular target audience – profitable or potential to be
profitable based on research, customer surveys
• Explanation of a consumer persona = generates consumer insight, all-round understanding of consumer (beyond demographics), brings abstract
target group to life through focus on individual, helps making decisions on marketing comms, product development, interaction etc., supports
customer retention, needs to be based on reliable data, research required (time & money), need different consumer personas for different goals,
consumer personas need to be updated regularly
•
•
•
Explain its role in developing effective CX strategy = step 1 of a customer experience strategy by Peppers and Rogers to identify customers as
unique individuals to build relationships
Purpose = design tool to help 1) understand customer characteristics and behaviour to inform customer-centric strategy; for example – design
new products and services and omnichannel to meet consumer needs, 2) design marketing, communications and advertising to find and acquire
more profitable customers matching the consumer persona.
Creation of a consumer persona (age 45) for your chosen company product/service and a detailed visual (infograph or table) is provided
containing the following elements: Profile, Demographics, Goals, Motivators, Pain points
Very good to outstanding
knowledge and understanding of
consumer persona with definition,
explanation, role in developing CX
strategy, and purpose clearly
identified. Very good to excellent
evidence of research into key
consumer persona for your chosen
company product/service. Visual
presentation clearly details all
aspects of a consumer persona in
professional format. (11-15 marks)
Customer journey
map (15 marks)
Good knowledge and
understanding of consumer
persona with definition,
explanation, role in
developing CX strategy, and
purpose identified. Good
evidence of research into key
consumer persona for your
chosen company
product/service. Visual
presentation contains all
aspects of a consumer
persona in professional
format. (9-10 marks)
Satisfactory knowledge and
understanding of consumer
persona with some definition,
explanation, role in developing
CX strategy, and purpose
identified. Adequate evidence
of research into key consumer
persona for your chosen
company product/service.
Visual presentation covers main
aspects of a consumer persona
in basic format. (8 marks)
Weak knowledge and
understanding of consumer
persona with limited
definition, explanation, role in
developing CX strategy, and
purpose identified. Limited
evidence of research into key
consumer persona for your
chosen company
product/service. Visual
presentation missing or
covers very few of the aspects
of a consumer persona in
basic format. (0-7 marks)
Model answer:
• Customer journey and customer journey map definition = holistic view of the customer interactions across its lifetime with a company, from prepurchase to post-purchase
• Explanation of a customer journey = Customer journeys can be for specific stages, or online or offline journey, and should include touchpoints of
physical, emotional, and logical.
• Importance to CX strategy = Second step in a customer experience strategy by Peppers and Rogers to differentiate customers from each other
• Purpose = documentation of interactions between customer and company/third parties to generate strategic insights as well as actionable
tactics, helps to view process from customer viewpoint. Find out what’s wrong and fix it so prospects don’t go to the competitor.
• CJM needs to be based on a consumer persona (age 45), visualization of customer interactions from outside in, contains journey stages (typically,
awareness, consideration, purchase, usage, adoption), touchpoints/interactions and feelings/needs related to these interactions (i.e. how well
the process worked from the customer’s perspective), identification of areas for improvement based on Moments of Truth clearly linked back to
activities in the different stages (opportunities for improvement should not what some else says the company should do)
Very good to outstanding
knowledge and understanding of
CJM definition, with excellent
explanation, purpose, and
importance in relation to CX
strategy. Visual presentation
clearly details all components of
the CJM for a consumer persona in
a professional format. (11-15
marks)
Omnichannel
marketing (15 marks)
Good knowledge and
understanding of CJM
definition, with good
explanation, purpose, and
importance in relation to CX
strategy. Visual presentation
covers all components of the
CJM for a consumer persona
in a professional format. (9-10
marks)
Satisfactory knowledge and
understanding of CJM
definition, with adequate
explanation, purpose, and
importance in relation to CX.
strategy Visual presentation
covers main components of the
CJM for a consumer persona in
a basic format. (8 marks)
Weak knowledge and
understanding of CJM
definition, with limited
explanation, purpose, and
importance in relation to CX
strategy. Visual presentation
not given or covers very few
components of the CJM for a
consumer persona in a basic
format. (0-7 marks)
Model answer:
• Omnichannel marketing definition = delivering an integrated customer experience which combines the advantages of several different channels –
online and offline (digital and traditional) all within a single customer journey, capability of interacting and transacting with customers across
different channels, ensuring interaction takes place in channel of customer’s own choice
• Explanation of omnichannel marketing = third and fourth steps of a customer experience strategy by Peppers and Rogers to improve customer
relationships by creating a seamless experience. Discussion of what seamless means = emphasis on customer’s convenience, absence of friction,
company has holistic view of customer and recognises them correctly as new /returning regardless of channel used for interaction; application to
chosen company evidenced
• Role of interaction = interact to discover benefits – what customers actually receive, not just what the company says, effort – how much effort
they have to go through to do business with the company, may mention CES metric, frictions – what is stopping customers from doing business
with the company or achieving their goals through company
• Identification of the different sales and marketing channels used for your chosen company product/service based on research and detailed
analysis = website, social media, advertising, stores, mobile app, salespeople, customer service staff etc.
• Clear conclusion presented regarding the extent to which chosen company delivers a seamless customer journey
Very good to thorough and deep
knowledge and understanding of
omnichannel marketing definition,
explanation and the role of
interaction. Very good to excellent
evidence of extensive research into
chosen company’s sales and
marketing channels and a clear
Good knowledge and
understanding of omnichannel
marketing definition,
explanation, and the role of
interaction.
Good evidence of extensive
research into chosen
company’s sales and
marketing channels and a
Satisfactory knowledge and
understanding of omnichannel
marketing definition,
explanation, and the role of
interaction.
Adequate evidence of extensive
research into chosen company’s
sales and marketing channels
Weak knowledge and
understanding of
omnichannel marketing
definition, explanation, and
the role of interaction.
Limited evidence of extensive
research into chosen
company’s sales and
marketing channels and
conclusion presented. (11-15
marks)
CX performance
metrics (15 marks)
and a conclusion presented. (8
marks)
conclusion is lacking. (0-7
marks)
Model answer:
• Justification for recommendation
• CX performance metrics = Lifetime Value (LTV), and Net Promoter Score (NPS)
• For each metric = description, explanation how to calculate and critical evaluation including challenges such as complexity in calculating LTV, NPS
to include 2 questions – rating from 0-10 and why they rated.
• Relevance of the two metrics LTV and NPS need to be explained for the chosen company, justification should be clearly relevant to their chosen
company product/service. Relevance should relate to financials or position in the market – performing lower than competitors or performing
lower themselves over the years. High number of customer complaints, negative reviews, needing to invest in improvements, infrastructure that
is expensive and needs to be justifed are also reasons these may be relevant for a company to use.
Very good to thorough and deep
knowledge and understanding of
LTV and NPS CX performance
metrics with very good to excellent
application to your chosen
company product/service. (11-15
marks)
CX processes in
different industries
(20 marks)
clear conclusion presented. (910 marks)
Good knowledge and
understanding of LTV and NPS
CX performance metrics with
good application to your
chosen company
product/service. (9-10 marks)
Satisfactory knowledge and
understanding of LTV and NPS
CX performance metrics with
adequate application to your
chosen company
product/service. (8 marks)
Weak knowledge and
understanding of LTV and NPS
CX performance metrics with
limited application to your
chosen company
product/service. (0-7 marks)
Model answer:
• Critical Success Factors = Governance, Culture, and Customer Experience Strategy Design.
• CX processes to implement CFSs = Governance – senior executive with a title of Chief Customer Experience Officer or similar – framework or
rules and responsibility to improve cx. Culture – led from CEO instead of product focus and innovation focused on customer/consumer persona
led not product development led. Customer Experience Strategy Design – IDIC by Peppers and Rogers.
•
Analysis of this in the context of your chosen company product/service and Instagram that compares and contrasts the approaches each
company takes. = Discuss whether each company has or is implementing the processes to achieve the critical success factors. For example:
Governance = do each have a governance structure within their organisation – with references to company websites providing evidence of their
governance structure – for example, an org chart or ‘about us’ page showing senior executives.
Very good to excellent evidence of
an innovative or original use of
extensive research. Very good to
excellent and detailed usage of
recent emerging thought at the
Good evidence of an
innovative or original use of
extensive research. Good
application of current and
emerging thoughts and
Satisfactory evidence of use of a
wide range of research with
some links to a wider field.
Emerging application of
thoughts and practices at the
Limited evidence of research
and the use of a diverse range
of appropriate sources.
Weak introduction to a basic
appreciation of a wider field
forefront of the discipline. (14-20
marks)
Introduction and
Conclusion (5 marks)
forefront of the discipline. (1011 marks)
with some links to the
required discipline indicated.
(0-9 marks)
Model answer:
• Introduction at the beginning of report, naming company, product, and country and what is included in the report.
• Conclusion should address the level of effectiveness of their chosen company’s CX strategy and be based on the previous tasks (but not provide a
summary). = CX is important to Company X because Y. Company X (does/doesn’t) show evidence of critical success factors within their business
so it (is/is not) effective.
Excellent introduction and
conclusion presented which clearly
draws on the previous tasks. (4-5
marks)
Presentation (5
marks)
practices from the discipline.
(12-13 marks)
Good introduction and a
conclusion presented which
clearly draws on the previous
tasks. (3 marks)
Satisfactory introduction and a
conclusion presented which
draws on the previous tasks. (2
marks)
Weak or no Introduction
given. Conclusion is more of a
summary and limited to no
argument presented. (0-1
marks)
Satisfactory with full and
appropriate references.
Structured layout and mainly
accurate expression. (3 marks)
Weak with appropriate
references.
Limited structure and
expression. (0-2 marks)
Model answer:
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Harvard referencing
Very good to excellent with
precise, full and appropriate
references.
An exemplar of structured layout
and professional and accurate
expression. (5 marks)
Good with precise, full and
appropriate references.
A good example of structured
layout and professional and
accurate expression. (4 marks)
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