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Managing Customer Experience
1,000 words
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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Managing Customer Experience
2,500 words
Customer Experience Strategy: Critical Evaluation of a Global Mobile Phone Brand
This assessment requires a 2,500-word business report critically evaluating the customer experience (CX) strategy of one company operating within the global mobile phone industry. Students must select one company from Samsung, Apple, Huawei or Google and analyse its customer experience strategy within one specific country in which the company operates. The report is written from the perspective of a CX consultant and is intended for the Board of Directors of the selected company. Relevant customer experience concepts, academic literature and practical business applications should be incorporated throughout the report. The first part of the report examines the concept of customer experience and its importance to business success. The analysis should consider the role of CX, the mutual benefits created for the company and its customers, the effect of CX on business and financial performance, and specific examples of how the selected brand has used customer experience to achieve competitive advantage. The second part evaluates how the selected company delivers a seamless omnichannel customer experience. This requires consideration of customer personas and customer journey mapping and their contribution to developing an effective customer strategy. Students must create a detailed customer persona based on research and data analysis, covering the profile, goals, pain points and motivations of the selected customer. A customer journey map should then identify stages, needs, activities, feelings, pain points and opportunities for improvement. The report should evaluate the effectiveness of the company's customer journey and suggest practical improvements. The words contained within the recommended customer persona and customer journey map templates are excluded from the 2,500-word limit. The third part evaluates the effectiveness of the company's use of customer experience metrics to measure the quality of its relationship with customers. Students must discuss three CX metrics covered in the module and critically assess their benefits, limitations and relevance to the selected company. The analysis should explain why these metrics would be useful for measuring the mutually beneficial relationship between the company and its customers. The final part critically reflects on the company's ability to create a customer-centric culture in an increasingly digital environment. This includes evaluating CX leadership and CX governance, as well as one additional critical success factor such as people, CX structure, strategy and process, or innovation. The report should conclude by evaluating the overall quality of the company's relationship with its customers and proposing practical ways to improve customer experience in the era of increasing digitalisation. The assessment addresses four learning outcomes relating to the importance of customer experience, organisational CX performance metrics, seamless omnichannel customer journeys and customer experience strategies in the context of rapid digitalisation. The submission must use Harvard referencing and an academic business-report style.
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Digital Marketing
Three Weekly Digital Marketing Tutorial Challenges
This assessment consists of three weekly digital marketing tutorial challenges designed to develop practical skills in digital marketing, consumer insights, content creation, inclusive communication, ethical storytelling and campaign design. The assessment accounts for 45% of the module and requires students to apply digital marketing theory and consumer insight techniques in real-world marketing contexts. The activities are completed through tutorial-based learning, where students participate in discussions, receive tutor guidance and develop their work before submitting it through Canvas. The assessment focuses on applying consumer insights, data analytics tools and digital marketing strategies to create meaningful and responsible customer experiences. Challenge 1, titled “Are You Being Inclusive?” – Brand Audit & Persona for Ethical Reach, focuses on ethical digital auditing and inclusive persona design. Students select a brand from their home country and evaluate the inclusiveness and accessibility of its digital marketing across its website, social media and paid advertising. They then develop two to three detailed customer personas representing underserved or marginalised customer groups. Students also use AI analytics tools such as Google Trends, SparkToro or simulated AI insights to identify audience behaviours and preferences. The challenge is linked to SDG 10 – Reduced Inequalities and includes consideration of the ethics of using AI in digital marketing and its effect on the credibility of consumer insights. Challenge 2, titled “Don't Just Capture Attention – Respect It” – Campaign Idea Pitch, focuses on sustainable branding and growth. Students research the client's existing branding, examine opportunities to expand or sustain its audience and use consumer insight tools such as Google Trends, reviews and surveys to understand public perceptions. Students then create a visual mini-campaign promoting sustainable and transparent brand messaging, including social media content and AI-generated visuals. The campaign is connected to SDG 16 – Peace, Justice and Strong Institutions. Challenge 3, titled “Create, Educate, Disseminate & Evaluate”, develops digital social marketing and consumer engagement. Students extend the campaign developed in Challenge 2 into an interactive digital event that promotes positive behavioural change and educates audiences about a social issue. The activity must consider audience interests, increase interactivity and engagement, and provide evidence of positive engagement. This challenge is linked to SDG 4 – Quality Education. Overall, the assessment develops students' ability to combine digital marketing strategy, consumer insights, ethical considerations, sustainability and creative campaign design in practical marketing activities.
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Managing Customer Experience
1,000 words
Customer Experience Strategy Report
This formative assessment for the Managing Customer Experience module requires students to prepare a 1,000-word business report analysing the customer experience (CX) strategy of one selected company in one specific country where the company operates. The report is written from the perspective of a customer experience consultant and is intended for the Board of Directors of the chosen organisation. Students must apply relevant customer experience concepts, academic literature and practical examples to evaluate how the organisation creates value for its customers and supports business success. Students must select one company from the organisations provided in the assessment brief: H&M, Chen One, or M&S. The selected company and the specific country being analysed must be clearly identified in the report. The first part of the report requires an explanation of the concept of customer experience and an evaluation of its importance to the success of the chosen brand. This includes considering the role of CX, mutual benefits for the organisation and customers, the impact of CX on business and financial performance, and examples of how the brand has used customer experience to achieve competitive advantage. The second part focuses on how the selected brand delivers a seamless omnichannel customer experience. Students must discuss the organisation's strategy for creating a seamless customer journey, including the role of customer personas and customer journey maps. A detailed customer persona should be developed based on research and data analysis, covering the profile, goals, pain-points and motivations of the selected customer. Students must also create a customer journey map covering stages, needs, activities, feelings, pain-points and opportunities for improvement. The report should critically evaluate how effectively the chosen organisation creates a seamless customer journey and identify potential areas for improvement. The assessment is aligned with learning outcomes concerning the importance of customer experience to business success and the evaluation of seamless omnichannel customer journeys. The report should use an academic style, avoid first-person writing, and appropriately reference figures, diagrams and independent research using the Harvard Referencing System.
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