Managing Customer Experience – Customer Experience Strategy Report
This assessment for the Managing Customer Experience module requires students to prepare a 1,000-word business report evaluating the customer experience (CX) strategy of one selected banking organisation. Students must choose one company from the organisations provided in the assessment brief and analyse its customer experience strategy within the specific country in which it operates. The report is designed to develop a critical understanding of the importance of customer experience for business success and the ways in which organisations can create a seamless omnichannel customer journey. The assessment provides a choice of six banking organisations: Lloyds Banking Group in the United Kingdom, HDFC Bank in India, Habib Bank Limited (HBL) in Pakistan, Nabil Bank Ltd in Nepal, Prime Bank PLC in Bangladesh, and Access Holdings/Access Bank in Nigeria. Students are required to clearly identify the selected organisation and country in their report and use relevant customer experience concepts, academic literature, research and practical examples to support their analysis. The first major requirement is to explain the concept of customer experience and critically review its importance to the success of the selected banking brand. The report should consider the role of CX, the mutual benefits created for the organisation and its customers, and the impact of customer experience on business performance, including financial performance. Students should also provide specific examples demonstrating how the selected bank has used customer experience to create or strengthen competitive advantage. The second major requirement is to evaluate how the selected bank delivers a seamless omnichannel customer experience. This requires discussion of the organisation's approach to creating a consistent customer journey across relevant channels. Students must develop a detailed customer persona based on research and data analysis, covering the persona's profile, goals, pain points and motivations. They must also create a customer journey map using the recommended class template. The journey map should identify stages, needs, activities, feelings, pain points and opportunities for improvement. The report should evaluate the effectiveness of the selected bank's customer journey and identify areas where the organisation could improve the ease and quality of the customer's experience. The customer persona and customer journey map are important components of the assessment, and the words contained within these visual templates do not count towards the 1,000-word limit. The report must be written in an academic style and in the third person. Harvard referencing is required for academic sources, figures, diagrams and independent research. The main report has a maximum word count of 1,000 words, excluding the cover sheet, title page, table of contents, references and appendices. The assessment therefore combines academic research, customer experience theory, organisational analysis, customer persona development, journey mapping and critical evaluation of omnichannel customer experience.
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