BIZ104 Customer Experience Managements

BIZ104 Customer Experience Managements

			ASSESSMENT BRIEF 1
	Subject Code and		BIZ104 Customer Experience Management
	Title
	Assessment		Reflective Essay
	Individual/Group		Individual
	Length		1000 words (+/- 10%)
	Learning		a)  Compare and contrast the emerging concepts and
			practices that underpin the customer experience
	Outcomes
			b)  Apply the influence of perception to the customer
			experience of service delivery
	Submission		By 11:55pm AEST/AEDT Sunday of Module 2(Week 4)
	Weighting		20%
	Total Marks		100 marks

Context:

This assessment aims to develop your understanding of the significance of the customer experience relative to business strategy and success. You will consider the concepts surrounding what generating a good customer experience entails and the importance of understanding the customer perspective.

Instructions:

Select 2 separate products or services or any of the following that you have personal experience with:

2 products, OR 2 services, OR 2 companies, OR 2 institutions, OR 2 venues OR

2 events

For example: if you select 2 products, one component must represent what you consider to have a ‘poor’ customer experience and the other component a ‘good’ customer experience.

The aim of essay is to apply CEM concepts in explaining what made one a poor experience and the other a positive one.

Topics to be covered in the essay

1. Brief introduction:

Provide a brief introduction to each component of your selection, and a brief explanation of your service experience with both.

1. Proto-persona diagram (poor experience component):

Use Proto-persona profiles to illustrate yourself relative to the component with poor experience

1. Identify the 2 most significant “pain” points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was poor.

• Proto-persona diagram (positive experience organisation):

Use Proto-persona profiles to illustrate yourself relative to the component with positive experience

1. Discussion of 2 touch and pain points (positive) and application of at least 2 CEM concepts :

Identify the 2 most significant “pain” points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was positive.

3. Compare and contrast the two experiences to explain why one experience is better than the other.

4. Brief conclusion

*The 1000 word count applies only to the written discussion (intro, body and conclusion) and does not apply to the information diagrammed in the proto-personas.

*It is essential to make proper reference to the academic sources of the CEM concepts applied using APA referencing methods.

Learning Rubrics

Assessment

Fail (Unacceptable)

Pass

Credit

Distinction

High Distinction

(Functional)

(Proficient)

(Advanced)

(Exceptional)

Attributes

(0-49)

(50-64)

(65-74)

(75-84)

(85-100)

Presentation and

Unsatisfactory level academic

Satisfactory level of

Good, solid level of

Good level

High-level academic

academic writing

writing including vocabulary,

academic writing.

academic writing

academic

writing including

skills; grammar,

writing style.

style.

writing including

vocabulary, writing style.

spelling, language,

Work lacks some

vocabulary,

flow.

Work lacks logical flow and is

flow; needs

Work flows and

writing style.

Impartial language used.

unclear to read.

development on use

presents well.

Document flows logically

20%

of sub-headings,

Impartial

and is clear to read.

Needs development on use of sub-

presentation and

Information is

language mostly

headings, presentation and flow.

flow.

mostly relevant and

used.

Expertly presented; the

succinct.

presentation is logical,

Argument lacks supporting

Information is

Information is

persuasive, and well

evidence.

mostly relevant and

Information,

mostly relevant

supported by evidence,

succinct.

arguments and

and succinct.

demonstrating a clear

evidence are well

flow of ideas and

Information,

presented, mostly

Information,

arguments.

arguments and

clear flow of ideas

arguments and

evidence are

and arguments.

evidence are

Effective use of diverse

presented in a way

very well

presentation aids,

that is not always

Line of reasoning is

presented; the

including graphics and

clear and logical.

easy to follow.

presentation is

multi-media.

logical, clear and

well supported

by evidence.

Referencing &

Unsatisfactory use of the APA

Satisfactory correct

Generally correct

Mostly Correct

Correct use of the APA

BIZ104_Assessment Brief1_Reflective essay_Module 2

Page 3 of 5

	substantiation	referencing system.	use of the APA	use of the APA	use of the APA	referencing system.
			referencing system.	referencing system.	referencing
	10%	In-text citations are used in-			system.	In-text citations are used
		appropriately most of the time.	In-text citations are	A moderate amount		appropriately.
			used appropriately	of mistakes in the in-	A few small
		Many references missing and/or	some of the time,	text references	mistakes in the	No mistakes in the in-
		inappropriately used.	although some	and/or bibliography.	in-text	text references or
			references missing		references	bibliography.
		A high amount of mistakes in the in-	and/or	Average amount of	and/or
		text references and/or	inappropriately	quality academic	bibliography.	Good combination of
		bibliography.	used.	sources and other		several high quality
				relevant and reliable	Good	academic sources and
		Mostly relied on non-academic	A moderate amount	sources of	combination of	other relevant and
		sources that cannot be verified as a	of mistakes in the in-	contemporary	some high	reliable sources of
		dependable source of accurate	text references	findings on the topic	quality academic	contemporary findings
		information (i.e. Wikipedia).	and/or bibliography.		sources and	on the topic
					other relevant
			Few quality		and reliable
			academic sources		sources of
			and other relevant		contemporary
			and reliable sources		findings on the
			of contemporary		topic
			findings on the topic
	Evaluation of	Limited understanding of key	Resembles a recall	Successfully	Well	Supports personal
	information	concepts required to support the	or summary of key	identifies and	demonstrated	opinion and information
	selected to	case study.	ideas.	summarizes the	capacity to	substantiated by
	support the		Often confuses	main issues and	explain and	evidence from the
	discussion	Confuses logic and emotion.	personal opinion	related concepts,	apply relevant	research/course
	BIZ104_Assessment Brief1_Reflective essay_Module 2					Page 4 of 5

	Information taken from reliable	with information	but does not explain	concepts.	materials.
30%	sources but without a coherent	substantiated by	why/how they are
	analysis or synthesis.	evidence from the	problems or create	Compares and	Demonstrates a capacity
		research/course	questions	contrasts	to explain and apply
		materials.		viewpoints of	relevant concepts.
				experts on
				subject.	Identify logical flaws.
					Compares and contrasts
					viewpoints of experts on
					subject.
Knowledge and	Limited understanding of required	Knowledge or	Thorough	Highly	A sophisticated
understanding	concepts and knowledge	understanding of	understanding of	developed	understanding of the
		the field or	the topic, and	understanding	topic. Has addressed all
40%	Key components of the assignment	discipline.	demonstrates a	of the topic. Has	of the key concepts in
	are not addressed.		capacity to explain	addressed all	detail and demonstrated
		Resembles a recall	and apply relevant	key areas of the	a capacity to add insight
		or summary of key	concepts. All key	assessment in	and further
		ideas.	areas have been	detail and	understanding to the
			addressed.	demonstrated a	concepts explored.
		Often confuses		capacity to
		personal opinion		clearly explain
		with information		all relevant
		substantiated by		concepts.
		evidence from the
		research/course