MARK 4013: Customer Experience Fundamentals

Group Project Brief

Worth 20%
Due: Week 15 (December 14 @ 11:59pm) – one team member submits on
Brightspace
Group Size: 4-6 students

Project Brief:

Your group will act as the Customer Experience Transformation Team for a company of
your choosing. In this role, your team will recommend improvements to the customer
experience your client is currently providing. I recommend that you choose a company
that most group members are very familiar with. You will submit your project via a
written report which your group will post on Brightspace.

In addition, each group member must submit a peer evaluation to Anne, via
Brightspace, by December 14 at 11:59pm. The peer evaluation template is posted on
Brightspace.

Your Task:
You will do the following steps:
1. Create a CX vision statement. To get to this vision statement, please complete a
customized version of the template provided in the Week 3 lecture (Lego CX
Vision Statement assignment), and include it within the appendices.
2. Identify business objectives / problems. As a CX Transformation Team in the
‘real world’, you would be working to improve customer experiences for multiple
targets, journeys, and business objectives. However, within this project scope,
you are only expected to focus on 1-2 business objectives. Based on some
secondary research and your own personal knowledge, identify 1-2 customer
business objectives or problems that you will seek to improve.
3. Choose a target and journey that you will focus on. Within this project scope,
you are expected to tackle improving 1 customer journey for 1 target (persona) –
the business objective will guide your choice of persona and journey.
4. Conduct CX research. Using your personal social network, conduct at least 8
qualitative one-on-one interviews with customers of the company/brand you’ve
chosen. You can do these in-person, by phone, Zoom, or another option of your
choice. Choose interviewees who you judge to fall into the target you selected in
#3. Ensure that you create and follow a discussion guide to provide structure to
these interviews (include your discussion guide in your appendices). Within the
body of your report, provide a summary of your research findings.
 5. Create a persona. Based on the research that you conducted in the previous
step, create a professional persona. It is recommended that you use Extensio to
visualize your persona.
6. Create a journey map. Create a professional journey map using software of your
choice (some good choices: Microsoft Visio, Smaply, Powerpoint). Ensure to
include all the important journey map elements that we discussed in class. The
journey map should flow logically from the CX research you conducted and
persona you created in the previous steps.
7. Provide CX improvement recommendations. Based on the journey map, provide
2-4 recommendations on how the customer experience for your chosen
persona/journey can be improved. Ensure the recommendations flow logically
from the research/persona/journey map and address the business
objectives/problem.
8. Create a measurement plan. Discuss how will measure the success of your CX
improvement recommendations. It is recommended that you create a scorecard
which identifies the KPIs to be tracked.

Written Format:
- Make your report easy to read; incorporate ideas from MARK4005
- Use bullet points, subheadings, underlining, indents italics, etc.
- Use appendices where appropriate (and refer to them within the body of the report)
- Edit carefully
- Type your report in a consistent font, size 12, 1.5 spacing; include page numbers
- Ensure you properly cite all sources, as discussed in the library orientation
- Reports must be submitted in hard copy format, along with individual peer
evaluations
 Marking Rubric

Business Objective / Problem

– Identify the problem/opportunity that /5
needs to be addressed
– Customer issue (not employee,
competitor, partner issue)

CX Vision
– Customer at the centre of the statement
– Simple to understand and remember /10
– Aspirations not too high or too low
– Applicable to all employees
– Aligned with mission, vision, brand
promise and personality

CX Research /10
– Description of methodology provided
– Discussion guide provided
– Research summary provided (1-page)

Persona /15
– Includes necessary elements as
discussed in lecture
– Flows logically from CX research
summary
– Professional look

Journey Map /20

– Tied to a specific persona / journey
– Includes necessary elements as
discussed in lecture
– Professional look

Recommendations /15
– Succinct & actionable recommendations
made
– Recommendations logically flow from
the research/persona/journey
– Address objectives

Measurement Plans /5
– How will success be measured?
– Create a scorecard which identifies the
KPIs to be tracked

Overall Communication & Professionalism /20

Easy to Read?
– Title page, table of contents, page
numbers
– Succinct vs. over communicates (oc);
use plain language? Overall flow of
communications?
– Use of headings, bullet points,
formatting, labelled exhibits, tables
where appropriate
– Size 12 font, 1.5 spacing
– Spelling, Grammar, Word Choice, etc.
– Correct sourcing/citation
TOTAL Due Week 15 /100