The global banking industry increasingly leverages customer experience (CX) as a key competitive advantage. As digital transformation accelerates, banks are focusing on personalized

BPP Business School Coursework Cover Sheet

Please use this document as the cover sheet of for the 1^st page of your assessment. Please complete the below table – the grey columns

Module Name	Customer Experience Strategy
Programme Name
Student Reference Number (SRN)
Assessment Title

Please complete the yellow sections in the below declaration:

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Programme: MSc Management

Module: Customer Experience Strategy

Coursework Assessment Summative Brief 11

1.General Assessment Guidance

Your summative assessment for this module is made up of 2500 submission which accounts for 100% of the marks
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 2500 words. You must comply with the word count guidelines. You may submit LESS than 2500 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.
Please note late submissions will not be marked.

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.

3.Assessment Brief

You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific product from a company of your choice listed below. The report should focus on analysing the CX strategy as it is implemented in a particular country where the company operates.

You should write your report for the Board of Directors of the company you have chosen from the list below. 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. Below is an overview of the global retail chain industry.

Industry Overview:

The global banking industry increasingly leverages customer experience (CX) as a key competitive advantage. As digital transformation accelerates, banks are focusing on personalized, seamless interactions across multiple channels to enhance customer satisfaction. Institutions are investing in technologies like artificial intelligence (AI), data analytics, and automation to predict customer needs and offer tailored solutions in real-time.

Customer experience is no longer limited to traditional service but extends to mobile and online platforms. With the rise of fintech, customers now expect fast, frictionless banking experiences. Therefore, banks are working to optimize digital interfaces, reduce wait times, and offer more self-service options. Moreover, trust and transparency have become crucial, as customers demand more secure, reliable, and ethical banking solutions.

Banks that prioritize customer experience often benefit from higher customer retention, improved brand loyalty, and an enhanced competitive edge. In regions where competition is fierce, superior customer experience can differentiate a bank from its competitors and foster long-term growth. This shift highlights the growing recognition that in a digitally driven marketplace, exceptional customer experience is critical to delivering exceptional financial performance.

Below are the top banks overview in the UK and student`s catchment areas:

Company	Product/Service	Country
HSBC Holdings	Continues to lead with significant global operations and revenue of $66.1 billion for the year ending December 2023. This represents a significant increase from the $50.6 billion reported in 2022, driven primarily by growth in its balance sheet and a favourable interest-rate environment (Stock Analysis; HSBC).	UNITED KINGDOM

HDFC Bank	This private sector bank is the largest in India by revenue, with significant growth driven by its strong lending portfolio and digital banking services. As of the quarter ending December 2023, HDFC Bank reported a significant increase in its revenue. The bank`s consolidated net revenue surged by 113.5%, reaching ₹71,770 crore, compared to ₹33,620 crore in the same quarter of the previous year. This substantial growth was driven by strong loan growth across its retail, commercial, and rural segments. Additionally, HDFC Bank`s net profit for the quarter rose by 33.5% to ₹16,373 crore. The increase reflects the bank’s robust performance post-merger with HDFC Ltd and its continued expansion in the Indian banking sector. The bank have maintained its position through strong financial performance and innovation in digital services, making them dominant players in the Indian banking sector (Upstox – Online Stock and Share Trading; MoneyMint; HDFC Bank; FortuneIndia).	INDIA
Habib Bank Limited (HBL)	HBL continues to lead the market with record profits, reporting a profit before tax of Rs. 83.5 billion for the first nine months of 2023. Its total revenue for the same period increased by 42% to Rs. 216 billion, with significant contributions from its domestic and international operations. HBL`s strong performance is driven by robust deposit growth and digital banking innovations. The bank have benefited from high interest rates and increased customer deposits, which contributed significantly to its profitability in 2023 (ProPakistani; Profit by Pakistan Today).	PAKISTAN
Islami Bank Bangladesh Ltd. (IBBL)	This bank consistently ranks as the top profit-earner in Bangladesh, achieving significant revenues through a combination of lending growth and cost-effective deposit management. In 2023, it remained the largest profit-making bank in the country. As of the end of December 2023, Islami Bank Bangladesh Ltd. (IBBL) reported a total revenue of BDT 60.56 billion. This reflects a strong year-on- year growth of approximately 23.93%, continuing the upward trend in their financial performance from the previous year. IBBL also earned a net profit of BDT 6.49 billion for the same period. The bank have managed to stay ahead through prudent financial management and adapting to economic challenges (Business Inspection BD; The Business Standard; The Finance Today; Stock Analysis; Stock Analysis).	BANGLADESH

Nabil Bank	As of the end of fiscal year 2023 (2079/80 in the Nepali calendar), Nabil Bank reported a net profit of NPR 7.52 billion. This represents a significant increase of approximately 77% from the previous year, when it stood at NPR 4.25 billion. Leading the sector by such net profit, this growth is attributed to the bank`s strategic initiatives and sound financial management. The bank have shown strong performances, contributing significantly to Nepal`s banking sector amidst economic challenges (Fiscal Nepal; Investopaper; ICT Frame; My Republica; Investopaper).	NEPAL
Access Bank	With gross earnings of ₦2.59 trillion, Access Bank has seen an 87% increase from the previous year, securing its place as the top revenue earner in Nigeria`s banking sector. Additionally, Access Bank`s profit after tax also surged by 306% to ₦619.32 billion, compared to ₦152.20 billion in the previous year. The bank benefited from a combination of strong operational strategies, growth in foreign exchange revenue, and diversified financial services (Legit.ng – Nigeria news.; Pulse Nigeria; Businessday NG; Vanguard News).	NIGERIA

You need to address the following tasks:

TASK 1: Discuss the role of customer experience contributions to the business success of your chosen company Guidelines:

Define customer experience and explain its components/processes.
Discuss how customer experience impacts business performance, including financial metrics and brand reputation.
Analyze how the business has successfully leveraged customer experience to achieve competitive advantage.
Brief explanation of customer-centricity in customer experience and the implications for the business.
Identify and explain three critical success factors that contribute to successful customer experience implementation.

TASK 2: Develop a customer journey map for your chosen company/product using a millennial (Gen Y) aged 30-35yrs consumer persona. Guidelines:

Overview of the selected company and its market environment.
Create a detailed persona based on market research and data analysis highlighting the following key elements specifically (Demographics/Profile, Motivations, Goals, Painpoints)
Develop a customer journey map for the persona, identifying and explaining the following key elements specifically (Stages, Needs, Activities, Feelings, Opportunities for improvements)
Analyze how the persona interacts with the customer journey map and what this reveal about the company`s customer base.
Offer strategic recommendations for enhancing customer engagement and experience based on the integrated analysis.

TASK 3: Evaluate Net Promoter Score (NPS) and Lifetime Value (LTV) as two relevant customers experience performance metrics for your chosen company Guidelines:

Definition and importance of CX performance metrics.
List seven common CX metrics used across industries.
Identify and describe NPS & LTV CX performance metrics relevant for the selected organization.
Consider potential challenges in implementing and measuring these metrics.
Provide recommendations on how the organization can effectively implement these metrics.

TASK 4: Critically evaluate the omni-channel strategy of your chosen company/product Guidelines:

Provide a brief overview of the selected retail chain, including its market position, target audience, and product offerings.
Describe the retailer`s omni-channel strategy in detail. This should include the various channels used (e.g., physical stores, online platforms, mobile apps, social media), and how these channels are integrated.
Evaluate how the retailer ensures a seamless customer experience across channels. Discuss the technologies, processes, and organizational practices in place to support this.
Identify any challenges the retailer faces in maintaining a seamless omni-channel experience and discuss the solutions implemented to address these challenges.

Presentation: The report must be in clear font (e.g., Arial/Calibri point size 11) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. Maximum word count: 2500 (Summative)

Suggested Structure: Your report structure should include the following sections:

-Cover page University cover sheet

-Title Page

-Table of Contents

–Introduction 50 words

–Report

Task 1. 700 words
Task 2. 600 words
Task 3. 500 words
Task 4. 500 words

- Conclusion 150 words

-References: 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.

-Appendix (if appropriate): 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.

NOTE: The word count of (2500 words) only applies to the main body (shown in bold); i.e., cover page, table of contents, list of abbreviations, references and appendix are not part of the word count. 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 coursework assignment, please contact the tutor or the module leader.

3.Marking Guide:

Learning Outcomes	Fail (0-39%)	Low Fail (40-49%)	Pass (50-59%)	Merit (60-69%)	Distinction (70-79%)	High Distinction (80- 100%)
(LO1)
LO1: Appraise	Weak or no	Limited knowledge of	Satisfactory	Good knowledge of	Excellent Knowledge	Outstanding
the importance	knowledge of CX with	CX with limited	knowledge of CX with	CX with adequate	of CX with thorough	Knowledge of CX
of customer	weak definition,	definition,	some basic	definition,	definition,	with thorough
experience for	explanation, and	explanation, and	definition,	explanation, and	explanation, and	definition,
the success of	importance. Weak or	importance. Limited	explanation, and	importance. Good	importance clearly	explanation, and
the business.	no evidence of	evidence of research	importance.	evidence of research	enumerated. Very	importance clearly
	research into your	into your chosen	Adequate evidence	into your chosen	good evidence of	enumerated.
	chosen company	company product to	of research into your	company product to	research into your	Outstanding
	product to establish	establish	chosen company	establish	chosen company	evidence of research
	implementation of	implementation of	product to establish	implementation of	product to establish	into your chosen
	CX strategies and its	CX strategies and its	implementation of CX	CX strategies and its	implementation of	company product to
	impact to deliver	impact to deliver	strategies and its	impact to deliver	CX strategies and its	establish
	competitive	competitive	impact to deliver	competitive	impact to deliver	implementation of
	advantage.	advantage.	competitive	advantage.	competitive	CX strategies and its
			advantage.		advantage.	impact to deliver
						competitive
						advantage.
(LO2)
LO2: Design	Weak or no visual	Limited visual	Satisfactory visual	Good visual	Excellent	Outstanding
and implement	presentation of	presentation of	presentation of	presentation of	professional-looking	professional-looking
a customer	Consumer Persona	Consumer Persona	Consumer Persona	Consumer Persona	visual presentation	visual presentation
journey	and Customer	and Customer	and Customer	and Customer	of Consumer Persona	of Consumer Persona
mapping	Journey Map. Lacks	Journey Map. Lacks	Journey Map with	Journey Map with	and Customer	and Customer

process,	relevance to the	relevance to the	adequate relevance	good relevance to	Journey Map with	Journey Map with
persona	chosen company	chosen company	to the chosen	the chosen company	very good relevance	outstanding
creation and	product. Weak or no	product. Limited	company product.	product. Good	to the chosen	relevance to the
measurement	definition,	definition,	Satisfactory	definition,	company product.	chosen company
metrics	explanation, role and	explanation, role and	definition,	explanation, role and	Excellent definition,	product. Flawless
	purpose in	purpose in	explanation, role and	purpose in	explanation, role and	and brilliant
	developing CX	developing CX	purpose in	developing CX	purpose in	definition,
	strategy identified.	strategy identified.	developing CX	strategy identified.	developing CX	explanation, role and
			strategy identified.		strategy identified.	purpose in
						developing CX
						strategy identified.
(LO3)
LO3: Evaluate	Weak or no	Limited knowledge	Satisfactory	Good knowledge and	Excellent knowledge	Outstanding
and propose	knowledge and	and explanation of	knowledge and	explanation of CX	and explanation of	knowledge and
organisational	explanation of CX	CX performance	explanation of CX	performance metrics	CX performance	explanation of CX
CX	performance metrics	metrics with limited	performance metrics	with good	metrics with	performance metrics
performance	with weak or no	application to your	with basic application	application to your	impressive	with outstanding
metrics	application to your	chosen company	to your chosen	chosen company	application to your	application to your
	chosen company	product. Basic	company product.	product. Good	chosen company	chosen company
	product. Inadequate	evaluation of	Adequate evaluation	evaluation of	product. Excellent	product. Impeccable
	evaluation of	effectiveness and	of effectiveness and	effectiveness and	evaluation of	evaluation of
	effectiveness and	improvements.	improvements.	improvements.	effectiveness and	effectiveness and
	improvements.				improvements.	improvements.
(LO4)
LO4: Evaluate	Weak or no	Limited knowledge of	Satisfactory	Good knowledge of	Excellent knowledge	Outstanding
how	knowledge of the	the role of	knowledge of the	the role of	of the role of	knowledge of the
organisations	role of interaction	interaction and	role of interaction	interaction and	interaction and	role of interaction
ensure a	and customization to	customization to	and customization to	customization to	customization to	and customization to
seamless omni-	improve and enhance	improve and	improve and enhance	improve and	improve and	improve and
channel	seamless omni-	enhance seamless	seamless omni-	enhance seamless	enhance seamless	enhance seamless
	channel marketing.	omni-channel	channel marketing.	omni-channel	omni-channel	omni-channel

customer journey

No evidence of extensive research into chosen company and justification is lacking.

marketing. Inadequate evidence of extensive research into chosen company and weak justification

Adequate evidence of extensive research into chosen company and basic justification.

marketing. Significant evidence of extensive research into chosen company and adequate justification.

marketing. Very Good evidence of extensive research into chosen company and impressive justification.

marketing. Outstanding evidence of extensive research into chosen company and impressive justification.

(LO5)

LO5: Identify and critically evaluate CX processes in different industries and different brands and discuss success factors.

Weak or no knowledge of CX processes with weak explanation of its importance to developing CX strategy. Weak or no evidence of research into your chosen company product to establish implementation of CX processes. Weak or no discussion of CX critical success factors and its impact to deliver competitive advantage.

Limited knowledge of CX processes with inadequate explanation of its importance to developing CX strategy. Limited evidence of research into your chosen company product to establish implementation of CX processes. Limited discussion of CX critical success factors and its impact to deliver competitive advantage.

Satisfactory knowledge of CX processes with basic explanation of its importance to developing CX strategy. Satisfactory evidence of research into your chosen company product to establish implementation of CX processes.

Satisfactory discussion of CX critical success factors and its impact to deliver competitive advantage.

Good knowledge of CX processes with satisfactory explanation its importance to developing CX strategy. Good evidence of research into your chosen company product to establish implementation of CX processes. Good discussion of CX critical success factors and its impact to deliver competitive advantage.

Excellent knowledge of CX processes with impressive explanation of its importance to developing CX strategy. Excellent evidence of research into your chosen company product to establish implementation of CX processes.

Excellent discussion of CX critical success factors and its impact to deliver competitive advantage.

Outstanding knowledge of CX processes with exceptional explanation of its importance to developing CX strategy. Brilliant and flawless evidence of research into your chosen company product to establish implementation of CX processes.

Outstanding discussion of CX critical success factors and its impact to deliver