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.
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MSc Management |
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Customer
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Report/Assignment Title |
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Date of |
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(Please attach the confirmation of any |
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extension received) |
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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
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.
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:
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Company |
Product |
Country |
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Google |
My Business |
Any |
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Apple |
MacBook |
Any |
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Coca-Cola |
Sprite |
Any |
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Mercedes
Benz |
Long
Wheelbase E-Class |
Any |
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Dyson |
Vacuum |
Any |
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Heinz |
Baked Beans |
Any |
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Voot |
Video
Streaming |
India |
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Taj Hotels |
Hotel |
India |
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bKash |
Mobile
financial services |
Bangladesh |
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Rupchanda |
Edible Oil |
Bangladesh |
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14th Street
Pizza |
Food |
Pakistan |
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ChenOne |
Fashion |
Pakistan |
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GTBank |
Banking |
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 explain what a consumer
persona is and describe its role in developing effective CX strategy. In application
to the company product/service 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 the product/service
d.
Goals for using the product/service
e.
Painpoints the product/service solves
(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. 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): define and explain what is meant by omnichannel
marketing and define and explain the role of interaction and customisation in
omnichannel marketing. Identify for your chosen company product/service the
different 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): identify and describe four CX
performance metrics. Provide a justified recommendation of two metrics from the
four metrics you described which are the most important in the case of your
chosen company product/service.
(Suggested word count: 500 words)
6.
CX
processes in different industries (20 marks): Describe five CX Critical
Success Factors (CSFs) and the process to implement the CSFs in a company and
then explain and compare the CX processes in your chosen company and another
company of your own choice in a different industry. (Suggested word count: 600 words)
7.
Conclusion
(5 marks): having completed 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: 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.
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.
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Assignment Part |
Mark |
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1. The importance of |
4 |
customer experience (10
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marks) |
3 |
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3
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2. Consumer
persona |
7 |
creation (15 marks)
8
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3.Customer
journey map |
7 |
(15 marks)
8
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4.
Omnichannel |
5 |
marketing (15 marks)
Approach
• Clear
definition and explanation of the concept of customer experience.
• Critical
evaluation: describe the benefits of improving customer experience and describe
the challenges of improving customer experience.
• Appropriate
discussion of the importance of improving the customer experience in the case
of your chosen company product/service.
• Clear
definition and explanation of a consumer persona and determination of its role
in developing effective CX strategy.
• Identification
of one key consumer persona relevant to your chosen company product/service and
a detailed visual (graphic or table) is provided containing the following
elements:
o Demographics
and story o Profile
o Motivations for using your chosen company product/service
o Goals for using your chosen company product/service
o Painpoints your chosen company product/service solves.
• Clear
definition and explanation of a customer journey and its purpose and 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.
• Clear
definition and explanation of what is meant by omnichannel marketing and the
5. CX performance metrics (15 marks)
6. CX processes in different industries (20 marks)
7. Conclusion (5 marks)
Presentation (5 marks)
Total
10
10
5
8
12
2
3
1
2
2
100
definition
and role of interaction and customization in omnichannel marketing.
• Identification
of the different marketing channels used for your chosen company product/service
and a detailed analysis of how effective they are in achieving a seamless
customer journey.
• Identification
and description of four CX metrics.
• Justified
recommendation of two of the four key metrics identified for your chosen
company product/service.
• Describe
five CX Critical Success Factors (CSFs) and the process to implement the CSFs
in a company.
• Explain and
compare the five processes to implement the CSFs in your chosen company and a
company in a different industry.
• Clear
conclusion on your opinion of how effective your chosen company CX strategy is.
• Provide
evidence from the previous six tasks to support your opinion.
• 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
4.
Marking guide (student
version)
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Assignment
task |
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Distinction
(70-100%) |
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Merit
(60-69%) |
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Pass
(50-59%) |
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Fail
(0-49%) |
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The importance of customer |
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• CX definition and explanation |
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experience (10 marks) |
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• Critical
evaluation: benefits of improving customer experience |
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• Critical evaluation: challenges of
improving customer experience |
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• Discussion of CX benefits and challenges in
the context of your chosen company product/service based on research and |
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supported by evidence |
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Thorough and deep |
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Good knowledge and |
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Satisfactory knowledge and |
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Weak knowledge and |
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knowledge and understanding |
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understanding of CX with |
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understanding of CX with |
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understanding of CX with |
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of CX with benefits and |
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benefits and challenges |
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some benefits and challenges |
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limited number of benefits |
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challenges clearly
identified. |
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identified. Good evidence
of |
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identified. Adequate
evidence |
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and challenges identified. |
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Excellent evidence of research |
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research into your chosen |
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of research into your chosen |
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Limited evidence of research |
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into your chosen company |
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company product/service and |
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company product/service and |
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into your chosen company |
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product/service and |
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importance of CX is discussed |
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importance of CX is |
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product/service and |
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importance of CX is fully |
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in the context of your chosen |
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adequately discussed in the |
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importance of CX is |
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discussed in the context of |
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company product/service. (6 |
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context of your chosen |
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inadequately discussed in the |
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your chosen company |
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marks) |
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company product/service. (5 |
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context of your chosen |
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product/service. (7-10 marks) |
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marks) |
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company product/service. (0- |
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4 marks) |
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Consumer persona creation |
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• |
Consumer
persona definition |
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(15 marks) |
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Consumer persona
role/purpose |
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• Evaluation: benefits of consumer persona |
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• Evaluation: challenges of consumer persona |
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• Presentation of key consumer persona for
your chosen company product/service in engaging visual format based on |
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research |
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Outstanding knowledge and |
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Good knowledge and |
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Satisfactory knowledge and |
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Weak knowledge and |
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understanding of consumer |
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understanding of consumer |
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understanding of consumer |
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understanding of consumer |
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persona with benefits and |
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persona with benefits and |
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persona with some benefits |
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persona with limited
benefits |
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challenges in relation to its |
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challenges in relation to its |
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and challenges in relation to |
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and challenges in relation to |
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role in developing CX strategy |
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role in developing CX strategy |
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its role in developing CX |
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its role in developing CX |
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clearly identified. |
identified. Good evidence |
strategy identified. |
strategy identified. |
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evidence of research into |
research into key consumer |
evidence of research into |
evidence of research into |
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consumer persona for your |
persona for your chosen |
consumer persona for your |
consumer persona for your |
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chosen company |
company product/service. |
chosen company |
chosen company |
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product/service. Visual |
Visual presentation |
product/service. Visual |
product/service. Visual |
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presentation clearly |
all aspects of consumer |
presentation covers main |
presentation covers some |
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aspects of |
persona in |
aspects of |
the aspects |
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in professional format. |
format. (9-10 marks) |
in basic format. (8 marks) |
persona in basic format. |
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marks) |
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marks) |
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Customer journey map (15 |
• Customer journey map definition |
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marks) |
• Purpose of |
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• Customer |
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Outstanding |
Good |
Satisfactory |
Weak |
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understanding of CJM with |
understanding of CJM with |
understanding of CJM with |
understanding of CJM with |
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excellent discussion of its |
good discussion of its |
adequate discussion of its |
limited discussion of its |
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purpose in |
in relation |
purpose in |
purpose in |
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strategy. Visual |
Visual presentation covers |
strategy. Visual |
strategy. Visual |
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clearly details all |
components of the CJM in a |
covers main components of |
covers some components of |
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of the CJM in a |
professional format. (9-10 |
the CJM in a basic format. |
the CJM in a basic format. |
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format. (11-15 marks) |
marks) |
marks) |
7 marks) |
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Omnichannel |
• Omnichannel marketing definition |
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marks) |
• Role of |
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• Identification |
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detailed analysis |
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• Discussion |
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• Company |
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• Conclusion |
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Thorough |
Good |
Satisfactory |
Weak |
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knowledge and |
understanding of |
understanding of |
understanding of |
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of omnichannel marketing |
omnichannel marketing and |
omnichannel marketing and |
omnichannel marketing and |
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and the role of |
the role of interaction |
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the role of interaction |
the role of interaction |
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and customisation. |
customisation. |
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customisation. |
customisation. |
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Excellent evidence of |
Good evidence of extensive |
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Adequate evidence of |
Limited evidence of |
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extensive research into |
research into chosen |
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extensive research into |
research into chosen |
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chosen company’s marketing |
company’s marketing |
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chosen company’s marketing |
company’s marketing |
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channels and a clear |
channels and a clear |
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channels and a conclusion |
channels and conclusion is |
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conclusion |
conclusion |
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presented. |
lacking. |
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marks) |
marks) |
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CX performance metrics (15 |
• Describe 4 (four) CX performance metrics |
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marks) |
• Explanation |
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• State |
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• Two |
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product/service |
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Thorough |
Good |
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Satisfactory |
Weak |
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knowledge |
understanding |
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understanding |
understanding |
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of CX performance metrics |
performance metrics with |
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performance metrics with |
performance metrics with |
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with excellent application |
good application to your |
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adequate application to |
limited application to |
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your chosen company |
chosen company |
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chosen company |
chosen company |
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product/service. (11-15 |
product/service. (9-10 |
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product/service. (8 marks) |
product/service. (0-7 |
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marks) |
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CX processes in different |
• State 5 Critical Success Factors |
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industries (20 marks) |
• Explain |
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• Compare |
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another company from a |
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Excellent |
Good |
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Satisfactory |
Limited |
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innovative or original use |
innovative or original use |
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of a wide range of |
and the use of a diverse |
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extensive research which |
extensive research which has |
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with some links to a wider |
of appropriate sources. |
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been critically evaluated. |
been evaluated. Good |
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field. Emerging |
Weak introduction to a |
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Excellent and detailed |
application of current and |
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thoughts and practices at |
appreciation of a wider |
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of recent emerging thought |
emerging thoughts and |
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forefront of the |
with some links to the |
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the forefront of the |
practices from the |
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(10-11 marks) |
required discipline |
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(14-20 marks) |
(12-13 marks) |
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(0-9 marks) |
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Conclusion (5 marks) |
• Conclusion of level of effectiveness of |
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• Evidence |
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Excellent |
Good |
Satisfactory |
Conclusion |
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presented which clearly |
which clearly draws on the |
presented which draws on |
summary and limited to no |
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on the previous tasks. |
previous tasks. (3 marks) |
previous tasks. (2 marks) |
argument presented. (0-1 |
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marks) |
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marks) |
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Presentation (5 marks) |
• |
Clear |
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• Writing |
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Appropriate Harvard |
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Excellent |
Good with |
Satisfactory |
Weak with |
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appropriate references. |
appropriate references. |
appropriate references. |
references. |
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An exemplar of structured |
A good example of |
Structured layout and |
Limited structure and |
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layout and professional |
layout and professional |
accurate expression. (3 |
expression. (0-2 marks) |
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accurate expression. (5 |
accurate expression. (4 |
marks) |
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marks) |
marks) |
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