This report should focus on the CX strategy of one (1) company shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, whic
2.Assessment Brief
You are required to write a 2500-word report on the customer experience (referred to as CX from now on in this brief) strategy.
This report should focus on the CX strategy of one (1) company 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 clearly identify in the report.
Choose one company within the global AVIATION INDUSTRY from the table below:
Qatar Airways |
Virgin Atlantic Airways |
Emirates Airways |
As a CX consultant, 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.
Where you feel it is appropriate, the use of tables to more clearly present the findings in your report is acceptable. HOWEVER, ALL WORDS WITHIN THESE TABLES WILL COUNT TOWARDS YOUR OVERALL TOTAL OF 2,500 WORDS EXCEPT FOR CONSUMER PERSONA AND CUSTOMER JOURNEY MAP USING THE RECOMMENDED TEMPLATES.
You will be assessed on the module learning outcomes:
- LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business
- LO2: Evaluate organisational CX performance metrics
- LO3: Evaluate how an organisation ensures a seamless omnichannel customer journey.
- L04: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.
Within the report, you need to address the following:
1.Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand
Guidelines s Points to Consider:
- Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for
your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.
- With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.
2.Discuss how your chosen brand has been able to deliver a seamless omnichannel experience for its customers.
Guidelines s Points to Consider:
- Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer personas and customer journey maps and their role in the creation of a customer strategy as it relates to customer experience strategy. In support of your discussion:
- Create a detailed customer persona relevant to your chosen brand based upon research and data analysis highlighting the following key elements: Profile, Persona’s Goals, Pain-points and Motivations.
- Using the template in the class slides, develop a customer journey map for your persona, identifying the key elements of the journey
(Stages, Needs, Activities, Feelings, Pain-points and Opportunities for Improvement)
- Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been in creating a seamless journey for the customer.
- Suggest areas for improvement based upon your evaluation of how easy your chosen brand makes it for the customer to complete their journey.
THE WORDS CONTAINED WITHIN YOUR PERSONA AND CUSTOMER JOURNEY MAP USING THE CLASS TEMPLATE DO NOT COUNT TOWARDS YOUR OVERALL WORDCOUNT OF 2,500
3.Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.
Guidelines s Points to Consider:
- Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
- With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers
-Consider factors that makes the 3 metrics effective, their benefits and weaknesses in relation to your chosen brand.
-Evaluate why the three metrics discussed would be most beneficial to the chosen company.
4.Critically reflect on how successful your chosen brand has been in creating the customer-centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.
Guidelines s Points to Consider:
- Critically evaluate how effective your chosen brand has been in creating the customer centric culture needed to deliver the seamless customer experience your persona values.
- Discuss the importance of CX Leadership AND CX Governance in creating a customer-centric business and critically evaluate how effective your chosen brand has been at implemented these within the organisation.
- Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation, CX Metrics and CX Strategy C Process) and critically evaluate the effectiveness of your chosen brand’s efforts to implement this.
- With reference to previous sections, critically evaluate the overall quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.
Presentation: The report must be in clear font (e.g., Arial point size 10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. NOTE: The word count of (2500 words) does not apply to the following elements of your report:
- The Cover Page
- The Table of Contents
- Lists of Abbreviations.
- References
- Appendices
All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this coursework assignment, please contact the tutor or the module leader.
3.Marking Guide
Learning Outcome | Fail 0% - 3G% | Marginal Fail 40% - 4G% | Pass 50% - 5G% | Merit 60% - 6G% | Distinction 70% -7G% | High Distinction 80% - 100% |
Demonstrate an understanding of the importance of customer experience (CX) for the success of the business (LO1). | The submission demonstrates a lack of understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is superficial, with minimal reference to the role of CX, mutual benefits, or impact on your chosen brand’s business performance. There is little to no use of specific examples of how your chosen brand has used CX to gain competitive advantage, and the analysis is poorly structured and | The submission shows a limited understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion touches on the role of CX and its benefits but lacks depth and clarity. The impact on your chosen brand’s business performance is mentioned but not thoroughly explored. Specific examples of how your chosen brand has used CX to gain competitive advantage are sparse and not well- integrated into the | The submission demonstrates an adequate understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion covers the role of CX, mutual benefits, and impact on your chosen brand’s business performance with some clarity. Specific examples of how your chosen brand has used CX to gain competitive advantage have been used but may not be fully developed or integrated. The | The submission shows a good understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is clear and well- structured, covering the role of CX, mutual benefits, and impact on your chosen brand’s business performance in detail. Specific examples of how your chosen brand has used CX to gain a competitive advantage have been used effectively to support the analysis. The argument is | The submission demonstrates an excellent understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is thorough and well- structured, providing a detailed analysis of the role of CX, mutual benefits, and impact on your chosen brand’s business performance. Specific examples of how your chosen brand has used CX to gain competitive advantage have been well-chosen and integrated seamlessly | The submission shows an outstanding understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer. The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the role of CX, mutual benefits, and impact on your chosen brand’s business performance. Specific examples of how your chosen brand has used CX to gain competitive advantage have been |
| unsupported by evidence. | analysis. The overall argument is weak and lacks coherence. | analysis is generally coherent but may lack depth and critical insight. | coherent and demonstrates critical insight, though some areas may benefit further development. | into the analysis. The argument is strong, coherent, and shows a high level of critical insight. | expertly chosen and integrated, providing robust support for the analysis. The argument is highly coherent, insightful, and demonstrates exceptional critical thinking. |
Evaluate how an organisation ensures a seamless omnichannel customer journey (LO3). | The submission demonstrates a lack of understanding of how an organization ensures a seamless omnichannel customer journey. The discussion is superficial, with minimal reference to the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer. Visual presentation of the customer persona and | The submission shows a limited understanding of the topic. The discussion touches on the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer but lacks depth and clarity. Visual presentation of the customer persona and customer journey map provided, but lacks understanding of the key elements | The submission demonstrates a satisfactory understanding of how an organization ensures a seamless omnichannel customer journey. The discussion covers the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer with some clarity. Visual presentation of the customer persona and | The submission shows a good understanding of the topic. The discussion is clear and well- structured, covering the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer in detail. Professional looking visual presentation of the customer persona and customer journey | The submission demonstrates an excellent understanding of how an organization ensures a seamless omnichannel customer journey. The discussion is thorough and well- structured, providing a detailed analysis of the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer. | The submission shows an outstanding understanding of the topic. The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer. Outstanding C professional looking |
| customer journey map missing or created in a way that does not reflect the customer`s journey or the key elements. There is little to no critical evaluation or specific examples that are relevant to your chosen brand, and the analysis is poorly structured and unsupported by evidence. | or some elements omitted. The critical evaluation is weak, with few specific examples that are relevant to your chosen brand and limited analysis. The overall argument is not well-developed and lacks coherence. | customer journey map provided, showing understanding of key elements, but limited relevance to the chosen brand. The critical evaluation is present but may lack depth and critical insight. Specific examples that are relevant to your chosen brand are used but may not be fully developed or integrated. | map, with some relevance to the chosen brand. The critical evaluation is coherent and demonstrates insight, supported by specific examples that are relevant to your chosen brand. The argument is generally strong, though some areas may need further development. | Excellent C professional looking visual presentation of the customer persona and customer journey map, with relevance to the chosen brand. The critical evaluation is strong, with well- chosen examples that are relevant to your chosen brand. and a high level of insight. The argument is coherent and demonstrates critical thinking. | visual presentation of the customer persona and customer journey map, with demonstrated relevance to the chosen brand. The critical evaluation is highly insightful, supported by expertly chosen examples that are relevant to your chosen brand. The argument is exceptionally coherent, demonstrating exceptional critical thinking and suggesting meaningful areas for improvement |