MSc Management

Customer Experience Strategy

Coursework Assessment Brief - Version 3

Submission mode: Turnitin online access

BPP Coursework Cover Sheet
Please use the table below as your cover sheet for the 1st page of the submission. The sheet should
be before the cover/title page of your submission.

Programme MSc Management

Customer Experience Strategy

Module name

Schedule Term

Student Reference Number (SRN)

Report/Assignment Title

Date of Submission
(Please attach the confirmation of any
extension received)

Declaration of Original Work:

I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.

The word count, excluding contents table, bibliography and appendices, is ___ words.

Student Reference Number: Date:

By submitting this coursework, you agree to all rules and regulations of BPP regarding
assessments and awards for programmes. Please note, submission is your declaration you are fit
to sit.

BPP University reserves the right to use all submitted work for educational purposes and may
request that work be published for a wider audience.

BPP School of Business and Technology

General Assessment Guidance

• Your summative assessment for this module is made up of this Coursework submission which
accounts for 100% of the marks.
• Please note late submissions will not be marked.
• 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 2,500 words. You must comply with the word count
guidelines. You may submit LESS than 2,500 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.
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.
Assessment Brief
You are required to write a 2500-word report on the customer experience (CX) strategy of one (1)
company product/service 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 identify in the introduction to
your report.

Choose one company (1) in the chart below:

Company Country
Lexus Any
Marks and Spencer UK
Marriot Hotels Any

You should write your report for the Board of Directors of 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. Only use tables to answer the requirements where it is suggested to
do so. You need to address the following tasks:

1. The importance of customer experience (10 marks): Define and explain the concept of
customer experience. State why CX is important to your chosen company’s product/service
in the market in which it operates. (Suggested word count: 300 words)

2. Consumer persona creation (15 marks): Define and explain what a consumer persona is and
describe its role in developing effective CX strategy. In application to the company
product/service identify a consumer persona of a millennial (aged 30-35) and provide the
following elements in a visual format (graphic or table):
a. Demographics and story of the millennial persona.
b. The millennial persona’s goals for using product/service.
c. Motivations for choosing the brand for the millennial persona.
d. Painpoints the millennial customer has that your brand solves.
(Suggested word count: 200 words)

3. Mapping the customer journey (15 marks): Define and explain what a customer journey is
and discuss its importance to CX strategy. Define and explain customer journey map, in
relation to your millennial consumer persona (age 30-35) identified in task 2, using an
infographic or table, map their customer journey. This should be from the perspective of the
millennial consumer persona and include the following:
a. Stages of the journey (across the top of the grid)
b. Persona needs
c. Activities
d. Feelings
e. Painpoints
f. Potential opportunities for improvement
(Suggested word count: 200 words)
 4. Omnichannel marketing (15 marks): Define and explain what is meant by omnichannel
marketing and define and explain the role of customization in omnichannel marketing.
Identify for your chosen company product/service the different sales and marketing
channels used and analyse how effective your chosen company is in achieving a seamless
customer journey. (Suggested word count: 550 words)

5. CX performance metrics (15 marks): Define and explain the concept of performance
metrics. Explain and calculate the following performance metrics Customer Effort Score
(CES) and Customer Equity (CE). Provide a justified recommendation of why or why not
these performance metrics are important in the case of your chosen company
product/service. (Suggested word count: 500 words)

6. CX processes in different industries (20 marks): Define and explain the concept of CX Critical
Success Factors (CSFs). Describe the following CSFs- Structure, People, and Measurement,
and the process to implement them in your chosen company. Then compare the
recommended CSFs in your chosen company and Facebook. (Suggested word count: 600
words)

7. Introduction & Conclusion (5 marks): At the beginning of your report name your company,
its product/service, country and a summary of the tasks. At the end of your report provide a
conclusion on how effective your chosen company product/service CX strategy is, using
evidence from the previous six tasks to support your reasoning. (Suggested word count:
Intro 30 words, conclusion 120 words – total 150 words between the two)

8. Presentation (5 marks): present your report in a structured and professional manner using
Harvard referencing guidelines.

Suggested Structure
A 2,500-word business report to the Board of Directors of the company, in the capacity of a CX
strategy consultant. There are many ways to construct a report and the following is only a
suggestion:

Cover Sheet: See recommended above.

Title page: your reader’s first impression of the report. It should be succinct but still describe the
report’s contents so that it can be distinguished easily from other reports.

Comprehensive list of contents: a table of contents could help the reader to find specific
information in the report quickly. This includes page numbers and any additional sections such as
appendices and bibliography.

Introduction: At the beginning of your report, name your company, product, and country and what
is included in the report.

Report: covers your answers to all the tasks

Conclusion: At the end of your report provide a conclusion on how effective your chosen company
product/service CX strategy is, using evidence from the previous six tasks to support your reasoning.

References list: 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.

Appendices (where/if necessary): 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.
Marking Guide
Assignment task Distinction (70-100%) Merit (60-69%) Pass (50-59%) Fail (0-49%)
The importance of customer Model answer:
experience (10 marks) • CX definition = sum total of a customer’s individual customizations with a brand/company over time
• Explanation = how a person feels about a company, how they are treated, either when directly engaged or not interacting (CX is not
about satisfaction with the quality of a product or service)
• Why CX is important = valid reasons provided, i.e., increase share of spend, increase shareholder value, reduce operating costs, etc.
• Appropriate discussion of the importance of improving the customer experience in the case of your chosen company product/service.
Discussion of how company can increase share price if it is low, reduce operating costs if they can see they are high in the annual report,
etc… research based on the 7 reasons why CX is important in the context of their chosen company product/service based on research
and supported by evidence
Very good to thorough and Good knowledge and Satisfactory knowledge and Weak knowledge and
deep knowledge and understanding of CX with understanding of CX with understanding of CX with
understanding of CX with definition, explanation, and some CX with basic definition, limited definition,
definition, explanation, and importance. Good evidence of explanation, and importance. explanation, and importance.
importance clearly defined. research into your chosen Adequate evidence of Limited evidence of research
Very good to excellent company product/service and research into your chosen into your chosen company
evidence of research into importance of CX is discussed company product/service and product/service and
your chosen company in the context of your chosen importance of CX is importance of CX is
product/service and company product/service. (6 adequately discussed in the inadequately discussed in the
importance of CX is fully marks) context of your chosen context of your chosen
discussed in the context of company product/service. (5 company product/service. (0-
your chosen company marks) 4 marks)
product/service. (7-10 marks)
Consumer persona creation Model answer:
(15 marks) • Consumer persona definition = fictional/generalised/semi-fictional profile representing a particular target audience – profitable or
potential to be profitable - based on research, customer surveys; profile of profitable customers
• Explanation of a consumer persona = generates consumer insight, all-round understanding of consumer (beyond demographics), brings
abstract target group to life through focus on individual, helps making decisions on marketing comms, product development,
customization etc., supports customer retention, needs to be based on reliable data, research required (time & money), need different
consumer personas for different goals, consumer personas need to be updated regularly
 • Explain its role in developing effective CX strategy = step 1 of a customer experience strategy by Peppers and Rogers to identify
customers as unique individuals to build relationships
• Purpose = design tool to help 1) understand customer characteristics and behaviour to inform customer-centric strategy; for example -
design new products and services and omnichannel to meet consumer needs, 2) design marketing, communications and advertising to
find and acquire more profitable customers matching the consumer persona.
• Identification of a millennial consumer persona (age 30-35) for your chosen company product/service and a detailed visual (graphic or
table) is provided containing the following elements: Profile, Demographics, Goals, Motivators, Pain points

Very good to outstanding Good knowledge and Satisfactory knowledge and Weak knowledge and
knowledge and understanding understanding of consumer understanding of consumer understanding of consumer
of consumer persona with persona with definition, persona with some definition, persona with limited
definition, explanation, role in explanation, role in explanation, role in definition, explanation, role in
developing CX strategy, and developing CX strategy, and developing CX strategy, and developing CX strategy, and
purpose clearly identified. purpose identified. Good purpose identified. Adequate purpose identified. Limited
Very good to excellent evidence of research into key evidence of research into key evidence of research into key
evidence of research into key consumer persona for your consumer persona for your consumer persona for your
consumer persona for your chosen company chosen company chosen company
chosen company product/service. Visual product/service. Visual product/service. Visual
product/service. Visual presentation contains all presentation covers main presentation not given or
presentation clearly details all aspects of a millennial aspects of a millennial covers very few of the aspects
aspects of a millennial consumer persona in consumer persona in basic of a millennial consumer
consumer persona in professional format. (9-10 format. (8 marks) persona in basic format. (0-7
professional format. (11-15 marks) marks)
marks)
Customer journey map (15 Model answer:
marks) • Customer journey map definition = holistic view of the customer customizations across its lifetime with a company, from pre-purchase to
post-purchase
• Explanation of a customer journey = Customer journeys can be for specific stages, or online or offline journey, and should include
touchpoints of physical, emotional, and logical.
• Importance to CX strategy = Second step in a customer experience strategy by Peppers and Rogers to differentiate customers from each
other
 • Purpose = documentation of interactions between customer and company/third parties to generate strategic insights as well as
actionable tactics, helps to view process from customer viewpoint. Find out what’s wrong and fix it so prospects don’t go to the
competitor.
• CJM needs to be based on a millennial consumer persona (age 30-35), visualization of customer interactions from outside in, contains
journey stages (typically, awareness, consideration, purchase, usage, adoption), touchpoints/interactions and feelings/needs related to
these interactions (i.e. how well the process worked from the customer’s perspective), identification of areas for improvement based on
Moments of Truth clearly linked back to activities in the different stages (opportunities for improvement should not what some else says
the company should do)
Very good to outstanding Good knowledge and Satisfactory knowledge and Weak knowledge and
knowledge and understanding understanding of CJM understanding of CJM understanding of CJM
of CJM definition, with definition, with good definition, with adequate definition, with limited
excellent explanation, explanation, purpose, and explanation, purpose, and explanation, purpose, and
purpose, and importance in importance in relation to CX importance in relation to CX. importance in relation to CX
relation to CX strategy. Visual strategy. Visual presentation strategy Visual presentation strategy. Visual presentation
presentation clearly details all covers all components of the covers main components of not given or covers very few
components of the CJM for a CJM for a millennial consumer the CJM for a millennial components of the CJM for a
millennial consumer persona persona in a professional consumer persona in a basic millennial consumer persona
in a professional format. (11- format. (9-10 marks) format. (8 marks) in a basic format. (0-7 marks)
15 marks)
Omnichannel marketing (15 Model answer:
marks) • Omnichannel marketing definition = delivering an integrated customer experience which combines the advantages of several different
channels – online and offline (digital and traditional) all within a single customer journey, capability of interacting and transacting with
customers across different channels, ensuring customization takes place in channel of customer’s own choice
• Explanation of omnichannel marketing = third and fourth steps of a customer experience strategy by Peppers and Rogers to improve
customer relationships by creating a seamless experience. Discussion of what seamless means = emphasis on customer’s convenience,
absence of friction, company has holistic view of customer and recognises them correctly as new /returning regardless of channel used
for customization; application to chosen company evidenced
• Role of customization = customer based on learning during Interaction step of CX strategy design; customise customer experience to
match what they expect, customise to reduce effort, customise to remove frictions - what is stopping customers from doing business
with the company or achieving their goals through company
• Identification of the different sales and marketing channels used for your chosen company product/service based on research and
detailed analysis = website, social media, advertising, stores, mobile app, salespeople, customer service staff etc.
• Clear conclusion presented regarding the extent to which chosen company delivers a seamless customer journey
 Very good to thorough and Good knowledge and Satisfactory knowledge and Weak knowledge and
deep knowledge and understanding of understanding of understanding of
understanding of omnichannel marketing omnichannel marketing omnichannel marketing
omnichannel marketing definition, explanation, and definition, explanation, and definition, explanation, and
definition, explanation and the role of customization. the role of customization. the role of customization.
the role of customization. Good evidence of extensive Adequate evidence of Limited evidence of extensive
Very good to excellent research into chosen extensive research into research into chosen
evidence of extensive company’s sales and chosen company’s sales and company’s sales and
research into chosen marketing channels and a marketing channels and a marketing channels and
company’s sales and clear conclusion presented. conclusion presented. (8 conclusion is lacking. (0-7
marketing channels and a (9-10 marks) marks) marks)
clear conclusion presented.
(11-15 marks)
CX performance metrics (15 Model answer:
marks) • Justification for recommendation
• CX performance metrics = Customer Effort Score (CES) and Customer Equity (CE)
• For each metric = description, explanation how to calculate and critical evaluation including challenges such as getting relevant
information to learn and reduce effort in CES and complexity in calculating CE via LTV.
• Relevance of the two metrics CES and CE need to be explained for the chosen company, justification should be clearly relevant to their
chosen company product/service. Relevance should relate to declining performance over a number of years compared to competitors,
high number of customer complaints, negative reviews, needing to invest in improvements, infrastructure that is expensive and needs to
be justified are also reasons these may be relevant for a company to use.
Very good to thorough and Good knowledge and Satisfactory knowledge and Weak knowledge and
deep knowledge and understanding of CES and CE understanding of CES and CE understanding of CES and CE
understanding of CES and CE CX performance metrics with CX performance metrics with CX performance metrics with
CX performance metrics with good application to your adequate application to your limited application to your
very good to excellent chosen company chosen company chosen company
application to your chosen product/service. (9-10 marks) product/service. (8 marks) product/service. (0-7 marks)
company product/service.
(11-15 marks)
CX processes in different Model answer:
industries (20 marks) • Critical Success Factors = Structure, People, and Measurement.
• CX processes to implement CFSs = Structure – structure includes customer instead of product. Transition from product-orientated or
product-driven organisation to a customer-driven organisation. Breakdown the silos of structure and focus on the customer,
 collaborating between departments. People –Develop, hire and train people with integrity and human touch (empathy) to demonstrate
trust to customers and improve customer experience. Personnel approach: empower the people who know the most about the customer
and reward them accordingly - rewarding employees using CX metrics like NPS. Mental model: Instead of “How many uses for this
product?” ask: “What combination of products is best for this customer?” Sales bias should be on the side of the buyer in the
transaction; the company should advocate for the customer. Measurement – Employee rewards and company reporting should be based
on measures that influence motivation, including likelihood to recommend, share of customer, lifetime value, and customer equity not
just traditional financial metrics of sales, revenue, profitability.
• Analysis of this in the context of your chosen company product/service and Facebook that compares and contrasts the approaches each
company takes. = Discuss whether each company has or is implementing the processes to achieve the critical success factors. For
example: Measurement = do each use CX metrics within their organisation – with references to company websites providing evidence of
their use – for example, annual or quarterly reporting of customer recommendations.

Very good to excellent Good evidence of an Satisfactory evidence of use Limited evidence of research
evidence of an innovative or innovative or original use of of a wide range of research and the use of a diverse range
original use of extensive extensive research. Good with some links to a wider of appropriate sources.
research. Very good to application of current and field. Emerging application of Weak introduction to a basic
excellent and detailed usage emerging thoughts and thoughts and practices at the appreciation of a wider field
of recent emerging thought at practices from the discipline. forefront of the discipline. with some links to the
the forefront of the discipline. (12-13 marks) (10-11 marks) required discipline indicated.
(14-20 marks) (0-9 marks)
Conclusion (5 marks) Model answer:
• Conclusion should address the level of effectiveness of their chosen company’s CX strategy and be based on the previous tasks (but not
provide a summary). = CX is important to Company X because Y. Company X (does/doesn’t) show evidence of critical success factors
within their business so it (is/is not) effective.
Very good to excellent Good introduction and a Satisfactory introduction and Weak or no Introduction and
introduction and conclusion conclusion presented which a conclusion presented which Conclusion is more of a
presented which clearly draws clearly draws on the previous draws on the previous tasks. summary and limited to no
on the previous tasks. (4-5 tasks. (3 marks) (2 marks) argument presented. (0-1
marks) marks)
Presentation (5 marks) Model answer:
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Harvard referencing
Very good to excellent with
precise, full and appropriate
references.
An exemplar of structured
layout and professional and
accurate expression. (5
marks)
Good with precise, full and
appropriate references.
A good example of structured
layout and professional and
accurate expression. (4
marks)
Satisfactory with full and
appropriate references.
Structured layout and mainly
accurate expression. (3
marks)
Weak with appropriate
references.
Limited structure and
expression. (0-2 marks)