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ASSESSMENT BRIEF 1
Subject Code and Title BIZ104 Customer Experience Management

Assessment Customer Experience Reflection

Individual/Group Individual Reflective Report

Length 1000 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
Submission By 11:55pm AEST/AEDT Sunday of module 2.2 (week 4)
For intensive (6 week) class: by 11:55p.m. AEST/AEDT
Sunday of Week 3

Weighting 30%

Total Marks 100 marks

Context
Assessment 1 has been designed for you to show your understanding of what customer
experience is, and its relevance to an organisation’s strategy and overall success. To do this,
you will discuss and apply the concepts/theory from modules 1 and 2 for good customer
experience and the importance of understanding the customer perspective. From this you
will be able to view the entire customer journey (before, during and after).

Instructions
In week 2, reflect on two customer experiences you have encountered with two different
products or services and from two different organisations. One experience should be a
positive experience and the second a negative experience. As part of this, you must discuss
and apply the concepts/theory from modules 1 and 2 (IDIC Model, Dirft, Moments of Truth,
Touch Points, etc.) with your chosen two experiences to compare and contrast the two
experiences.
For your reflective report, you are required for each experience to:
a. Briefly introduce your experience and discuss at least 3 “touch points” (Refer
to the content covered in modules 1 and 2).
 b. Discuss the thoughts/actions you took during your customer journey (before,
during and after), i.e. how you reacted to the positives and negatives
moments of truth)
c. Apply at least 3 CEM concepts / theories in your customer journey
discussion. Refer to content covered in modules 1 and 2.
d. Use Proto-persona profiles to illustrate you relative to your customer
experiences. Identify pain points, and needs and goals. Refer to content
covered in modules 1 and 2.
e. Compare and contrast the two customer experiences and reflect, by
providing examples, on what makes a good customer experience, i.e. why
the positive experience was good? Why the negative experience was bad?
What would have made the negative experience a good one? What are the
main differences between the positive and negative experience?
2.Appendix – MUST BE INCLUDED (not included in the word count).
a. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component with poor
experience.
b. Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component with
positive experience.
You can search for user persona diagram template or use the one available in
Module 5.1
c. Follow the interactive Reflective Wheel instructions activity located via module 2.2
learning resources and activities.
Access each interactive reflective wheel criteria in the links provided in the module.
Take a screen shot of the result and attach it to the assessment as an appendix.

Reflective Writing
Reflective writing ordinarily occurs in the first person (and you can do so here) and works
best when you think deeply about a topic and look at both the positives as well as
opportunities to improve in a situation.
Try to be as specific as possible, use brief examples from your experience to illustrate your
points and try to select examples that enable you to demonstrate learning against the
attributes in the rubric.
Follow the APA 6th edition style of referencing to cite your academic resources and provide
your reference list. Please see the Academic Skills page on Blackboard for information on
referencing in APA 6th: https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co
ntent_id=_2498849_1
Submission Instructions

Submit your Customer Experience Reflection via the Assessment link in the main
navigation menu in BIZ104 Customer Experience Management by the due date. The
learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback
can be viewed in My Grades.

The Learning Rubric below is your guide to how your assessment task will be marked. Please
be sure to check this rubric very carefully before submission.

BIZ104 Assessment Brief 1 Page 2 of 5

Learning Rubric: Assessment Brief 1- Customer Experience Reflection
Pass Credit Distinction High Distinction
Assessmen Fail (Unacceptable) (0-
(Functional) (Proficient) (Advanced) (Exceptional)
t 49)
(50-64) (65-74) (75-84) (85-100)
Attributes Customer experiences Customer experiences Customer experiences Customer experiences Customer experiences
Introduction of customer have not been introduced, have been introduced have been satisfactorily have been thoroughly have been expertly
experiences and discussion neither is there evidence of basically, and there is some introduced, and their most introduced, and their most introduced, and their most
of “touch points” an attempt to identify their evidence of an attempt to significant “pain” points significant “pain” points significant “pain” points
most significant “pain” identify their most have been clearly have been clearly and have been clearly and
20% points. significant “pain” points, identified. thoroughly identified. diligently identified.
although it may omit key
There is no/limited elements. At least 3 “touch points” 3 relevant “touch points” 3 relevant “touch points”
evidence of an attempt to have been identified and have been clearly have been clearly
discuss “touch-points” in There is evidence of a basic discussed appropriately. identified and discussed in identified and expertly
the customer experience attempt to discuss “touch- detail. discussed.
process. points” in the customer
experience process.
Reflection and application Text demonstrates a Text demonstrates a basic Text demonstrates an Text demonstrates a Text demonstrates an
of CEM concepts and proto- limited attempt to reflect attempt to reflect on the adequate reflection of the thorough reflection of the expert reflection of the
persona profiles to on the personal customer personal customer personal customer personal customer personal customer
personal customer journeys journeys, with no/limited journeys, with a basic journeys, with a critical journeys, with a critical and journeys, with an in-depth,
attempt to apply CEM attempt to apply CEM application of at least 3 in-depth application of 3 critical and meticulous
30% concepts and proto- concepts and proto- CEM concepts and proto- CEM concepts and proto- application of 3 CEM
persona profiles to support persona profiles to support persona profiles to support persona profiles to support concepts and proto-
ideas in reflection. ideas in reflection. ideas in reflection. ideas in reflection. persona profiles to support
ideas in reflection.

BIZ104 Assessment Brief 1 Page 4 of 6

 Comparison of personal
customer experiences and
reflection on good customer
experience.
30%
Structure and flow of ideas
15%
BIZ104 Assessment Brief 1
Personal customer
experiences have not been
compared nor an
explanation has been
proposed to define what
makes a good customer
experience.
Text does not present
sufficient information,
ideas or evidence. Text
lacks logical/clear structure
and flow of ideas,
making it difficult to
understand.
Line of reasoning is unclear
and difficult to follow.
Personal customer
experiences have been
compared basically. There
is evidence of an attempt
to explain what makes a
good customer experience,
albeit cursory and with a
limited use of examples
from personal experience
to support ideas.
Text presents information,
ideas and evidence
sufficiently, however these
require further logic and
clarity.
Text has a sufficient
structure, however flow of
ideas are a challenge and
can be difficult to
understand.
Line of reasoning is
passable, however, can
sometimes be difficult to
follow and requires clarity.
Personal customer Personal customer
experiences have been experiences have been
compared adequately. compared critically. A
There is also evidence of relevant and substantial
an adequate explanation of explanation of what
what makes a good makes a good customer
customer experience, experience has been
which is supported by provided, which is
examples from personal supported critically by
experience. examples from personal
experience.
Text presents information, Text presents information
ideas and evidence clearly and arguments in a logical
and logically. and clear way, which is
Text has a good structure, well supported by
with a good flow of ideas. evidence.
Line of reasoning is of a Text has a very good
good standard and easy to structure, with a strong
follow. flow of ideas; opinions and
ideas are expressed in a
clear and concise manner
with obvious connection to
topic.
Line of reasoning is clear,
logical and easy to follow.
Personal customer
experiences have been
compared critically and
thoroughly. A relevant,
substantial and detailed
explanation of what makes
a good customer
experience has been
provided, which is
supported expertly by
examples from personal
experience.
Text is expertly presented;
descriptive, concise and
informative, exceptionally
developed and well
supported by evidence.
Text has an excellent
structure, with a strong,
clear flow of ideas;
engages and sustains the
audience’s interest in the
topic and the reader can
immediately grasp the
relevancy.
Line of reasoning is
excellent; demonstrating a
clear, logical flow of ideas
and arguments that are
easy to follow.
Page 5 of 6
 Correct citation of key Does not include correct
resources references in reference list
or in-text citations; does
5% not use APA 6th ed. style.
Attempts to include
references in reference list
or in-text citations,
however these are
sometimes insufficient for
research purposes, or
incorrect; uses APA 6th ed.
style, however may contain
some citation or
referencing errors.
Includes in-text citations Includes in-text citations Includes in-text citations
and references in and references in and references in
reference list from suitable reference list from suitable reference list from suitable
sources; uses APA 6th ed. sources; uses APA 6th ed. sources; uses APA 6th ed.
style, however may style, containing minimal style, containing no errors.
contain minor citation or and or no errors.
referencing errors.

BIZ104 Assessment Brief 1 Page 6 of 6