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Customer Experience Strategy

Customer Experience Strategy

May 2, 2022 by B3ln4iNmum

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

AssignmentTutorOnline

 

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.

 

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