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
1. The importance of
customer experience (10
marks, LO1)
2. Consumer persona
creation (15 marks, LO2)
Distinction (70-100%) Merit (60-69%) Pass (50-59%) Fail (0-49%)
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 Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of CX and understanding of CX and good understanding of CX and understanding of CX and
excellent critical evaluation critical evaluation identifying satisfactory critical evaluation weak critical evaluation
identifying the benefits and benefits and challenges of CX. identifying some benefits and identifying a limited number
challenges of CX. Excellent Good evidence of research challenges. Adequate of benefits and challenges.
evidence of research into into Samsung mobiles and evidence of research into Limited evidence of research
Samsung mobiles and importance of CX is discussed Samsung mobiles and into Samsung mobiles and
importance of CX is fully in the context of Samsung importance of CX is importance of CX is
discussed in the context of mobiles. adequately discussed in the inadequately discussed in the
Samsung mobiles. context of Samsung mobiles. context of Samsung mobiles.
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 Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of consumer understanding of consumer understanding of consumer understanding of consumer
persona and excellent critical persona and good critical persona and satisfactory persona and weak critical
evaluation clearly identifying evaluation identifying critical evaluation identifying evaluation identifying limited
 benefits and challenges in benefits and challenges in some benefits and challenges benefits and challenges in
relation to its role in relation to its role in in relation to its role in relation to its role in
developing CX strategy. developing CX strategy. Good developing CX strategy. developing CX strategy.
Excellent evidence of research evidence of research into key Adequate evidence of Limited evidence of research
into key consumer persona consumer persona for research into key consumer into key consumer persona
for Samsung mobiles. Visual Samsung mobiles. Visual persona for Samsung mobiles. for Samsung mobiles. Visual
presentation clearly details all presentation contains all Visual presentation covers presentation covers some of
aspects of consumer persona aspects of consumer persona main aspects of consumer the aspects of consumer
in professional format. in professional format. persona in basic format. persona in basic format.
3. Customer journey map Guidelines:
(15 marks, LO2) • 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 Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of CJM with understanding of CJM with understanding of CJM with understanding of CJM with
excellent discussion of its good discussion of its purpose adequate discussion of its limited discussion of its
purpose in relation to CX in relation to CX strategy. purpose in relation to CX purpose in relation to CX
strategy. Visual presentation Visual presentation covers all strategy. Visual presentation strategy. Visual presentation
clearly details all components components of the CJM in a covers main components of covers some components of
of the CJM in a professional professional format. the CJM in a basic format. the CJM in a basic format.
format.
4. Omnichannel marketing Guidelines:
(15 marks, LO4) • 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 Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of understanding of understanding of understanding of
omnichannel marketing and omnichannel marketing and omnichannel marketing and omnichannel marketing and

5. CX performance metrics
(15 marks, LO2 and LO3)
6. CX processes in different
industries (20 marks,
LO5)
7. Conclusion (5 marks,
LO1-LO5)
Presentation (5 marks)
the role of interaction and the role of interaction and the role of interaction and the role of interaction and
customisation. customisation. customisation. customisation.
Excellent evidence of Good evidence of extensive Adequate evidence of Limited evidence of extensive
extensive research into research into Samsung’s extensive research into research into Samsung’s
Samsung’s marketing marketing channels and a Samsung’s marketing marketing channels and
channels and a clear clear conclusion presented. channels and a conclusion conclusion is lacking.
conclusion presented. presented.
Guidelines:
• Identification and critical evaluation of four appropriate CX performance metrics.
• Justified recommendation of two key metrics for Samsung mobiles.
Outstanding knowledge and Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of CX understanding of CX understanding of CX understanding of CX
performance metrics with performance metrics with performance metrics with performance metrics with
excellent application to good application to Samsung adequate application to limited application to
Samsung mobiles. mobiles. Samsung mobiles. Samsung mobiles.
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 Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of CSFs in CX. understanding of CSFs in CX. understanding of CSFs in CX. understanding of CSFs in CX.
Excellent evidence of Good evidence of extensive Satisfactory evidence of Limited evidence of research
extensive research into research into Samsung and adequate research into into Samsung and another
Samsung and another another company. Samsung and another company.
company. company.
Guideline:
• Clear conclusion on how effective Samsung's CX strategy is, using evidence from the previous six tasks to support your
reasoning.
Excellent conclusion Good conclusion presented Satisfactory conclusion Conclusion is more of a
presented which clearly draws which clearly draws on the presented which draws on the summary and limited or no
on the previous tasks. previous tasks. previous tasks. argument presented.
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 Good with precise, full and Satisfactory with full and Weak with appropriate
appropriate references. appropriate references. appropriate references. references.
An exemplar of structured A good example of structured Structured layout and mainly Limited structure and
layout and professional and layout and professional and accurate expression. expression.
accurate expression. accurate expression.