ASSESSMENT BRIEF 3 Subject Code and
Part A: CEM Strategy Presentation (15%)
Part B: CEM Presentation Pack (30%) Individual/Group Group (to be assigned)
Length 15 minutes to deliver a maximum of 20 Slides CEM Strategy Presentation Pack (35 – 40 Slides) 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 c) Document a customer journey map d) Develop and communicate a customer experience strategy e) Identify tools to monitor and evaluate
a customer experience strategy Submission Part A: - for online students presentation submission due by Sunday 11:55 pm AEST/AEDT Module 6 (Week 11) - for F2F students presentation during Module 6 (Weeks 11 - 12) Part B: By 11:55pm AEST/AEDT Sunday of Module 6 (Week 12) Weighting 45% Total Marks 100 marks
This assessment aims to apply your learning throughout the term towards a unified customer experience management strategy report.
The goal is to research, analyse and communicate how the chosen organisation will manage customer experience(s) towards achieving a particular brand perception and customer loyalty. Your aim is to illustrate and communicate a CEM strategy accounting for service gaps in the present situation and proposing a better service offering. Using experience mapping tools and applying experience management methodologies, the presentation should account for how the CEM strategy provides the organisation with a competitive advantage. Taking the role of consultants, you aim to persuade an audience of management staff within a chosen organisation of a better approach to managing their customers’ experience(s).
Instructions: Applying concepts throughout the term, groups will outline a CEM strategy that –
• Introduces the company background and industry
• Identifies and differentiates 3 customer segments and profiles (with personas)
• Connects customer experience maps with an updated business value proposition for each segment or customer profile
• Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in forming the experience strategy
• Applies the IDIC model towards achieving loyal customer relationships
• Presents the value proposition for each segment.
• Maps the current experience and journey maps for each of the 3 customer profiles.
• Illustrates the current state of the customer experience and where the challenges and opportunities for improvement are.
• Explains how your recommended customer experience strategy contributes towards an intended brand perception
• Explains how the customer experience will be measured and evaluated
• Proposes improved service offerings by applying best practice CEM concepts covered through the term, data gathered from Voice of the Customer (VOC), interview, survey and other field research tools. •
Documents steps towards forming a customer centric organization
15% quality, credible and relevant research accurate spelling, or summary). Consistently Demonstrates expert sources to support and develop ideas. grammar, sentence and demonstrates expert use of high-quality, paragraph construction. Demonstrates consistent use of good quality, credible and relevant use of high quality, credible and relevant research sources to There are mistakes in using the APA style.
Demonstrates consistent credible and relevant research sources to support and develop use of credible and research sources to support and develop arguments and position relevant research sources support and develop appropriate statements. Shows to support and develop ideas. arguments and extensive evidence of ideas, but these are not statements. Shows reading beyond the key always explicit or well
There are no mistakes in evidence of reading reading developed. using the APA style. beyond the key reading There are no mistakes There are no mistakes in in using the APA Style. using the APA style. There are no mistakes in using the APA style.
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