BIZ104 Customer Experience Management

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BIZ104 Customer Experience Management

Introduction

Customer experience is central to the continued loyalty to an organisation or a brand
(PIDAS-The Customer Experience Company, 2013). A onetime experience determines whether
the customer will use the product or service again. A poor customer experiences creates a
negative association while a good experience creates a positive relationship (Goodman, 2014). I
have had good and bad experiences with different products and organizations. I have had a bad
experience with an auto dealer and I have never visited that the dealer again. On the other hand, I
have had a good experience with a local hospital and I keep going there again and again.

Category:

Description

ASSESSMENT BRIEF 1

Subject Code and
Title

BIZ104 Customer Experience Management

Assessment Reflective Essay
Individual/Group Individual
Length 1200 words (+/- 10%)
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

Weighting 25%
Total Marks 100 marks

Context:
This assessment aims to develop your understanding of the significance of the customer
experience relative to business strategy and success. You will consider the concepts
surrounding what generating a good customer experience entails and the importance of
understanding the customer perspective. BIZ104 Customer Experience Management.

Instructions:
Select 2 separate products or services or any of the following that you have personal
experience with:
 2 products, OR
 2 services, OR
 2 companies, OR
 2 institutions, OR
 2 venues OR
 2 events
For example: if you select 2 products, one component must represent what you consider to
have a ‘poor’ customer experience and the other component a ‘good’ customer experience.

BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 2 of 5
The aim of essay is to apply CEM concepts in explaining what made one a poor experience
and the other a positive one.
Topics to be covered in the essay
1. Brief introduction:
Provide a brief introduction to each component of your selection, and a brief
explanation of your service experience with both. BIZ104 Customer Experience Management.
2. Body:
i. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component
with poor experience
ii. Identify the 2 most significant “pain” points during this entire process and
apply at least 2 key CEM concepts in discussing why this experience was poor.
iii. Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component
with positive experience
iv. Discussion of 2 touch and pain points (positive) and application of at least 2
CEM concepts :
Identify the 2 most significant “pain” points during this entire process and
apply at least 2 key CEM concepts in discussing why this experience was
positive. BIZ104 Customer Experience Management.

3. Compare and contrast the two experiences to explain why one experience is better
than the other. BIZ104 Customer Experience Management.
4. Brief conclusion

*The 1000 word count applies only to the written discussion (intro, body and conclusion)
and does not apply to the information diagrammed in the proto-personas.
*It is essential to make proper reference to the academic sources of the CEM concepts
applied using APA referencing methods. BIZ104 Customer Experience Management.

BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 3 of 5
Learning Rubrics
Assessment
Attributes

Fail (Unacceptable)
(0-49)

Pass
(Functional)
(50-64)

Credit
(Proficient)
(65-74)

Distinction
(Advanced)
(75-84)

High Distinction
(Exceptional)
(85-100)

Presentation and
academic writing
skills; grammar,
spelling, language,
flow.
20%

Unsatisfactory level academic
writing including vocabulary,
writing style.
Work lacks logical flow and is
unclear to read.

Needs development on use of sub-
headings, presentation and flow.

Argument lacks supporting
evidence.

Satisfactory level of
academic writing.
Work lacks some
flow; needs
development on use
of sub-headings,
presentation and
flow.
Information is
mostly relevant and
succinct.
Information,
arguments and
evidence are
presented in a way
that is not always
clear and logical.

Good, solid level of
academic writing
style.
Work flows and
presents well.
Information is
mostly relevant and
succinct.
Information,
arguments and
evidence are well
presented, mostly
clear flow of ideas
and arguments.
Line of reasoning is
easy to follow.

Good level
academic
writing including
vocabulary,
writing style.
Impartial
language mostly
used.
Information is
mostly relevant
and succinct.
Information,
arguments and
evidence are
very well
presented; the
presentation is
logical, clear and
well supported
by evidence.

High-level academic
writing including
vocabulary, writing style.
Impartial language used.
Document flows logically
and is clear to read.
Expertly presented; the
presentation is logical,
persuasive, and well
supported by evidence,
demonstrating a clear
flow of ideas and
arguments.
Effective use of diverse
presentation aids,
including graphics and
multi-media.

Referencing & Unsatisfactory use of the APA Satisfactory correct Generally correct Mostly Correct Correct use of the APA

BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 4 of 5
substantiation
10%

referencing system.

In-text citations are used in-
appropriately most of the time.

Many references missing and/or
inappropriately used. BIZ104 Customer Experience Management.

A high amount of mistakes in the in-
text references and/or

bibliography.
Mostly relied on non-academic
sources that cannot be verified as a
dependable source of accurate
information (i.e. Wikipedia).

use of the APA
referencing system.
In-text citations are
used appropriately
some of the time,
although some
references missing
and/or
inappropriately
used. BIZ104 Customer Experience Management.
A moderate amount

of mistakes in the in-
text references

and/or bibliography.
Few quality
academic sources
and other relevant
and reliable sources
of contemporary
findings on the topic

use of the APA
referencing system.
A moderate amount

of mistakes in the in-
text references

and/or bibliography.
Average amount of
quality academic
sources and other
relevant and reliable
sources of
contemporary
findings on the topic

use of the APA
referencing
system.
A few small
mistakes in the
in-text
references
and/or
bibliography.
Good
combination of
some high
quality academic
sources and
other relevant
and reliable
sources of
contemporary
findings on the
topic

referencing system.
In-text citations are used
appropriately. BIZ104 Customer Experience Management.

No mistakes in the in-
text references or

bibliography.
Good combination of
several high quality
academic sources and
other relevant and
reliable sources of
contemporary findings
on the topic

Evaluation of
information
selected to
support the
discussion

Limited understanding of key
concepts required to support the
case study.
Confuses logic and emotion.

Resembles a recall
or summary of key
ideas.
Often confuses
personal opinion

Successfully
identifies and
summarizes the
main issues and
related concepts,

Well
demonstrated
capacity to
explain and
apply relevant

Supports personal
opinion and information
substantiated by
evidence from the
research/course

BIZ104_Assessment Brief1_Reflective essay_Module 3 Page 5 of 5
30%

Information taken from reliable
sources but without a coherent
analysis or synthesis.

with information
substantiated by
evidence from the
research/course
materials.

but does not explain
why/how they are
problems or create
questions

concepts.
Compares and
contrasts
viewpoints of
experts on
subject. BIZ104 Customer Experience Management.

materials.
Demonstrates a capacity
to explain and apply
relevant concepts.
Identify logical flaws.
Compares and contrasts
viewpoints of experts on
subject.

Knowledge and
understanding
40%

Limited understanding of required
concepts and knowledge
Key components of the assignment
are not addressed.

Knowledge or
understanding of
the field or
discipline.
Resembles a recall
or summary of key
ideas.
Often confuses
personal opinion
with information
substantiated by
evidence from the
research/course
materials. BIZ104 Customer Experience Management.

Thorough
understanding of
the topic, and
demonstrates a
capacity to explain
and apply relevant
concepts. All key
areas have been
addressed.

Highly
developed
understanding
of the topic. Has
addressed all
key areas of the
assessment in
detail and
demonstrated a
capacity to
clearly explain
all relevant
concepts. BIZ104 Customer Experience Management.

A sophisticated
understanding of the
topic. Has addressed all
of the key concepts in
detail and demonstrated
a capacity to add insight
and further
understanding to the
concepts explored.

=================================================================================

BIZ104 Customer Experience Management

Introduction

Customer experience is central to the continued loyalty to an organisation or a brand
(PIDAS-The Customer Experience Company, 2013). A onetime experience determines whether
the customer will use the product or service again. A poor customer experiences creates a
negative association while a good experience creates a positive relationship (Goodman, 2014). I
have had good and bad experiences with different products and organizations. I have had a bad
experience with an auto dealer and I have never visited that the dealer again. On the other hand, I
have had a good experience with a local hospital and I keep going there again and again. BIZ104 Customer Experience Management…..

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