As aCX consultant, you should write your report for the Board of Director soft the company you have chosen from the list above. Within the business report,reference should be made to relevant CX concepts, literature and application

Assessment Brief

You are required to write a 2500- word report on the customer experience (referred to as CX from no won in this brief) strategy. 

This report should focus on the CX strategy of one (1) company 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 clearly identify in the report.

Choose one company within the global ONLINE RETAIL INDUSTRY from the table below:

ALIBABA

eBay

Amazon

As aCX consultant, you should write your report for the Board of Director soft 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.

Where you feel it is appropriate, the use of tables to more clearly present the finding sin your report is acceptable. HOWEVER, ALL WORDS WITHIN THE SETABLES WILL COUNT TO WARDS YOUR OVERALL TOTAL OF 2, 500 WORDS EXCEPT FOR CONSUMER PERSONA AND CUSTOMER JOURNEY MAP USING THE RECOMMENDED TEMPLATES.

You will be assessed on the module learning out comes:

• LO1: Demonstrate acritical understanding of the importance of customer experience (CX) for the success of the business
• LO2: Critically Evaluate organisational CX performance metrics
• LO3: Critically evaluate how an organisation ensures a seamless omni channel customer journey.
• L04: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.

 

With in the report, you need to address the following:

Explain the concept of customer experience(CX) and review its importance in the business success of your chosen brand

Guide lines Points to Consider:

• Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.
  • With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.

Discuss how your chosen brand has been able to deliver a seamless omni channel experience for its customers.

Guide liness Points to Consider:

 

• Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer person as and customer journey maps and their role in the creation of a customer strategy as it relates to customer experience strategy.In support of your discussion:
  • Createadetailedcustomerpersonarelevanttoyourchosenbrandbaseduponresearchanddataanalysishighlightingthefollowing key elements: Profile, Persona’s Goals, Pain-points and Motivations.
    • Using the template in the class slides, develop a customer journey map for your persona, identifying the key elements of the journey(Stages,Needs,Activities,Feelings,Pain-points and Opportunities for Improvement)
  • Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been increating a seamless journey for the customer.
  • Suggest areas for improvement based upon your evaluation of how easy your chosen brand make sit for the customer to complete their journey.

THE WORDS CONTAINED WITHIN YOUR PERSONA AND CUSTOMER JOURNEY MAP USING  THE CLASS TEMPLATE DO NOT COUNT TO WARDS YOUR OVERALL WORD COUNT OF 2,500

 

Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.

Guide liness Points to Consider:

• Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
  • With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers
• Consider factors that makes the 3 metrics effective, their benefits and weaknesses in relation to your chosen brand.
• Evaluate why the three metrics discussed would be most beneficial to the chosen company.

 

 

Critically reflect on how successful your chosen brand has been in creating the customer-centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.

Guide liness Points to Consider:

• Critically evaluate how effective your chosen brand has been increating the customer centric culture needed to deliver the seamless customer experience your persona values.
  • Discuss the importance of CX Leadership AND CX Governance increating a customer-centric business and critically evaluate how effective your chosen brand has been at implemented these within the organisation.
  • Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation, CX Metrics and CX Strategy C Process) and critically evaluate the effectiveness of your chosen brand’s efforts to implement this.
  • With reference to previous sections, critically evaluate the over all quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.

 

Presentation: There port must be in clear font (e.g., Arial point size 10 /11 OR Calibri point size 11/12) with consistent format styles, automatic page number sand table of contents. Line spacing should be 1.5. NOTE:The word count of (2500 words) does not apply to the following elements of your report:

• The Cover Page
  • The Table of Contents
  • Lists of Abbreviations.
  • References
  • Appendices

 

 

All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this course work assignment, please contact the tutor or the module leader.

 

1. Marking Guide

 

Learning Outcome	Fail 0%-3G%	Marginal Fail 40%-4G%	Pass 50%-5G%	Merit 60%-6G%	Distinction 70%-7G%	High Distinction 80%-100%
Demonstrate an understanding of the importance of customer experience(CX) for the success of the business (LO1).	The submission demonstrate salack of understanding of the definition,role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is superficial,with minimal reference to the role of CX,mutual  benefits,or impact on your chosen brand’s business performance. There is little to no use of specific examples of how your chosen brand has used CX to gain competitive	The submission shows a limited understanding of the definition,role C importance of CXfor business success by creating a mutually beneficial relationship between the business C the customer. The discussion touches on the role of CX and its benefits but lacks depth and clarity. The impact on  your chosen brand’s business performance is mentioned but not thoroughly explored. Specific examples of how your chosen brand has used CX to gain competitive advantage are sparse	The submission demonstrates an adequate understanding of the  definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion covers the role of CX, mutual benefits,and impact on your chosen brand’s business performance with some clarity. Specific examples of how your chosen brand has used CX to gain competitive advantage have been	The submission shows a good understanding of the definition,role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is clear and well- structured,covering the role of CX, mutual  benefits,and impact any our chosen brand’s business performance in detail. Specific examples of how your chosen brand has used CX to gain a competitive advantage have been	The submission demonstrates an excellent understanding of the definition,role C importance of CX for  business success by creating a mutually beneficial  relationship between the business C the customer. The discussion is thorough and well- structured,providing a detailed analysis of the role of CX,mutual benefits,and impact on your chosen brand’s business performance. Specific examples of how your chosen brand has used CX to gain competitive advantage have been	The submission shows an outstanding understanding of the definition,role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is comprehensive and exceptionally well- structured,offering an in-depth analysis of the role of CX, mutual benefits,and impact on your chosen brand’s business performance. Specific examples of how your chosen

 

	advantage,and the analysis is poorly structured and unsupported by evidence.	and not well- integrated in to the analysis. The over all argument is weak and  lacks coherence.	used but may not be fully developed or integrated.The analysis is generally coherent but may lack depth and critical insight.	used effectively to support the analysis. The argument is coherent and demonstrates critical insight,thought.	well-chosen and integrated seamlessly in to the analysis.The argument is strong, coherent,and shows a high level of critical insight.	brand has used CX to gain competitive advantage have been expertly chosen and integrated,providing robust support for the analysis. The argument is highly coherent, insightful,and demonstrates  exceptional critical thinking.
Evaluate how an organisation  ensures a seamless omni channel customer journey (LO3).	The submission demonstrates alack of understanding of how an organization ensures a seamless omni channel customer journey. The discussion is superficial,with minimal reference to the definition and role of customer personas and customer journey maps and the importance of creating a seamless	The submission shows a limited understanding of the topic. The discussion touches on the definition and role of customer personas and customer journey map sand the  importance of creating a seamless experience for the customer but lacks depth and clarity. Visual presentation of the customer	The submission demonstrates a satisfactory understanding of how an organization ensures a seamless omni channel customer journey. The discussion covers the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the	The submission shows a good understanding of the topic. The discussion is clear and well- structured,covering the definition and role  of customer personas and customer journey maps and the importance of creating a seamless experience for the customer in detail.	The submission demonstrates an excellent understanding of how an organization ensures a seamless omni channel customer journey. The discussion is thorough and well- structured,providing a detailed analysis of the definition and role of customer personas and customer journey maps