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MSc Management

Customer Experience Strategy

Coursework Assessment Brief

Submission mode: Turnitin online access

1. 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.

2. Assessment Brief

You are required to write a 2,500 word report on the customer experience (CX) strategy of Samsung

for their mobile phone product lines. 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.

You should write your report for the Board of Directors. Within the business report, reference

should be made to relevant CX concepts, literature and application as appropriate. Only use graphics

or tables to answer the requirements where it is suggested to do so.

The Learning Outcomes that you have to meet in order to pass this assessment are:

1. Appraise the importance of customer experience for the success of the business.

2. Design and implement a customer journey mapping process, persona creation and

measurement metrics

3. Evaluate and propose organisational CX performance metrics.

4. Evaluate how organisations ensure a seamless omni-channel customer journey.

5. Identify and critically evaluate CX processes in different industries and different brands and

discuss success factors.

You need to address the following tasks:

1. The importance of customer experience (10 marks, LO1): explain and critically evaluate the

concept of customer experience. Appraise the importance of CX in the case of Samsung

mobile phones. (Suggested word count: 300 words)

2. Consumer persona creation (15 marks, LO2): explain what a consumer persona is and

evaluate its role in developing effective CX strategy. In application to Samsung identify one

key consumer persona and provide the following elements in a visual format (graphic or

table):

a. Demographics and story

b. Profile

c. Motivations for using a Samsung mobile

d. Goals for using a Samsung

e. Painpoints a Samsung mobile solves

(Suggested word count: 200 words)

3. Mapping the customer journey (15 marks, LO2): explain what a customer journey is and

discuss its importance to CX strategy. In relation to your consumer persona identified in task

2, using a graphic or table, map their customer journey. This should be from the perspective

of the customer and include the following:

a. Stages of journey

b. Activities

c. Feelings and needs

d. Potential opportunities for improvement

(Suggested word count: 200 words)

4. Omnichannel marketing (15 marks, LO4): explain what is meant by omnichannel marketing

and the role of interaction and customisation in omnichannel marketing. Identify for

Samsung mobiles the different marketing channels used and analyse how effective Samsung

is in achieving a seamless customer journey. (Suggested word count: 550 words)

5. CX performance metrics (15 marks, LO2 and LO3): identify and critically evaluate four CX

performance metrics. Provide a justified recommendation of two metrics which are the most

important in the case of Samsung mobiles. (Suggested word count: 500 words)

6. CX processes in different industries (20 marks, LO5): Using five CX Critical Success Factors

(CSFs) compare and explain the CX processes in Samsung and another company of your own

choice in another industry. (Suggested word count: 600 words)

7. Conclusion (5 marks, LO1-LO5): having completed your report provide a conclusion on how

effective Samsung’s CX strategy is, using evidence from the previous six tasks to support

your reasoning. (Suggested word count: 150 words)

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:

BPP coursework cover sheet: containing your SRN and word count.

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.

Report: covers your answers to the requirements one to seven as listed above.

Appendices: 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.

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.

3. Marking Guide (student version)

The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines and marking rubric:

Assignment task	Distinction (70-100%)	Merit (60-69%)	Pass (50-59%)	Fail (0-49%)
1. The importance of customer experience (10 marks, LO1)	Guidelines: • Clear explanation and critical evaluation of the concept of customer experience. • Appropriate discussion of the importance of CX in the case of Samsung mobile phones.
Outstanding knowledge and understanding of CX and excellent critical evaluation identifying the benefits and challenges of CX. Excellent evidence of research into Samsung mobiles and importance of CX is fully discussed in the context of Samsung mobiles.	Good knowledge and understanding of CX and good critical evaluation identifying benefits and challenges of CX. Good evidence of research into Samsung mobiles and importance of CX is discussed in the context of Samsung mobiles.	Satisfactory knowledge and understanding of CX and satisfactory critical evaluation identifying some benefits and challenges. Adequate evidence of research into Samsung mobiles and importance of CX is adequately discussed in the context of Samsung mobiles.	Weak knowledge and understanding of CX and weak critical evaluation identifying a limited number of benefits and challenges. Limited evidence of research into Samsung mobiles and importance of CX is inadequately discussed in the context of Samsung mobiles.
2. Consumer persona creation (15 marks, LO2)	Guidelines: • Clear explanation of a consumer persona and evaluation of its role in developing effective CX strategy. • Identification of one key consumer persona relevant to Samsung mobiles and a detailed visual (graphic or table) is provided containing the following elements: o Demographics and story o Profile o Motivations for using a Samsung mobile o Goals for using a Samsung mobile o Painpoints a Samsung mobile solves
Outstanding knowledge and understanding of consumer persona and excellent critical evaluation clearly identifying	Good knowledge and understanding of consumer persona and good critical evaluation identifying	Satisfactory knowledge and understanding of consumer persona and satisfactory critical evaluation identifying	Weak knowledge and understanding of consumer persona and weak critical evaluation identifying limited

benefits and challenges in relation to its role in developing CX strategy. Excellent evidence of research into key consumer persona for Samsung mobiles. Visual presentation clearly details all aspects of consumer persona in professional format.	benefits and challenges in relation to its role in developing CX strategy. Good evidence of research into key consumer persona for Samsung mobiles. Visual presentation contains all aspects of consumer persona in professional format.	some benefits and challenges in relation to its role in developing CX strategy. Adequate evidence of research into key consumer persona for Samsung mobiles. Visual presentation covers main aspects of consumer persona in basic format.	benefits and challenges in relation to its role in developing CX strategy. Limited evidence of research into key consumer persona for Samsung mobiles. Visual presentation covers some of the aspects of consumer persona in basic format.
3. Customer journey map (15 marks, LO2)	Guidelines: • Clear explanation of a customer journey and appropriate discussion of its importance to CX strategy. • A detailed customer journey is presented as a graphic or table based on the consumer persona identified in task 2. It should include the following elements: o Stages of journey o Activities o Feelings and needs o Potential opportunities for improvement.
Outstanding knowledge and understanding of CJM with excellent discussion of its purpose in relation to CX strategy. Visual presentation clearly details all components of the CJM in a professional format.	Good knowledge and understanding of CJM with good discussion of its purpose in relation to CX strategy. Visual presentation covers all components of the CJM in a professional format.	Satisfactory knowledge and understanding of CJM with adequate discussion of its purpose in relation to CX strategy. Visual presentation covers main components of the CJM in a basic format.	Weak knowledge and understanding of CJM with limited discussion of its purpose in relation to CX strategy. Visual presentation covers some components of the CJM in a basic format.
4. Omnichannel marketing (15 marks, LO4)	Guidelines: • Clear explanation of what is meant by omnichannel marketing and the role of interaction and customization in omnichannel marketing. • Identification of the different marketing channels used for Samsung mobiles and a detailed analysis of how effective they are in achieving a seamless customer journey.
Outstanding knowledge and understanding of omnichannel marketing and	Good knowledge and understanding of omnichannel marketing and	Satisfactory knowledge and understanding of omnichannel marketing and	Weak knowledge and understanding of omnichannel marketing and

the role of interaction and customisation. Excellent evidence of extensive research into Samsung’s marketing channels and a clear conclusion presented.	the role of interaction and customisation. Good evidence of extensive research into Samsung’s marketing channels and a clear conclusion presented.	the role of interaction and customisation. Adequate evidence of extensive research into Samsung’s marketing channels and a conclusion presented.	the role of interaction and customisation. Limited evidence of extensive research into Samsung’s marketing channels and conclusion is lacking.
5. CX performance metrics (15 marks, LO2 and LO3)	Guidelines: • Identification and critical evaluation of four appropriate CX performance metrics. • Justified recommendation of two key metrics for Samsung mobiles.
Outstanding knowledge and understanding of CX performance metrics with excellent application to Samsung mobiles.	Good knowledge and understanding of CX performance metrics with good application to Samsung mobiles.	Satisfactory knowledge and understanding of CX performance metrics with adequate application to Samsung mobiles.	Weak knowledge and understanding of CX performance metrics with limited application to Samsung mobiles.
6. CX processes in different industries (20 marks, LO5)	Guideline: • Using five CX Critical Success Factors (CSFs) compare and explain the CX processes in Samsung and a company in another industry.
Outstanding knowledge and understanding of CSFs in CX. Excellent evidence of extensive research into Samsung and another company.	Good knowledge and understanding of CSFs in CX. Good evidence of extensive research into Samsung and another company.	Satisfactory knowledge and understanding of CSFs in CX. Satisfactory evidence of adequate research into Samsung and another company.	Weak knowledge and understanding of CSFs in CX. Limited evidence of research into Samsung and another company.
7. Conclusion (5 marks, LO1-LO5)	Guideline: • Clear conclusion on how effective Samsung’s CX strategy is, using evidence from the previous six tasks to support your reasoning.
Excellent conclusion presented which clearly draws on the previous tasks.	Good conclusion presented which clearly draws on the previous tasks.	Satisfactory conclusion presented which draws on the previous tasks.	Conclusion is more of a summary and limited or no argument presented.
Presentation (5 marks)	Guidelines: • Clear structure and layout • Writing style: professional and concise

• Appropriate Harvard referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices
Excellent with precise, full and appropriate references. An exemplar of structured layout and professional and accurate expression.	Good with precise, full and appropriate references. A good example of structured layout and professional and accurate expression.	Satisfactory with full and appropriate references. Structured layout and mainly accurate expression.	Weak with appropriate references. Limited structure and expression.