Please use this document as the cover sheet of for the 1st page of your assessment. Please complete the below table – the grey columns
Module Name | Customer Experience Strategy |
Programme Name |
|
Student Reference Number (SRN) |
|
Assessment Title |
|
Please complete the yellow sections in the below declaration:
Declaration of Original Work: I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work,researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business and Technology. The word count, excluding contentstable, bibliography and appendices, is ______ words. Student Reference Number: __________ Date: ______ |
By submitting this coursework, you agree to all rules and regulations of BPP regarding assessments and awards for programmes.
Please note that by submitting this assessment you are declaring that you are fit to sit this assessment.
BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience.
Programme: MSc Management
Module: Customer Experience Strategy
Coursework Assessment Summative Brief 11
1. General Assessment Guidance
• Your summative assessment for this module is made up of 2500 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 2500 words. You must comply with the word count guidelines. You may submit LESS than 2500 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.
3. Assessment Brief
You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific product from a company of your choice listed below. The report should focus on analysing the CX strategy as it is implemented in a particular country where the company operates.
You should write your report for the Board of Directors of the company you have chosen from the list below. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so. Below is an overview of the global retail chain industry.
Industry Overview:
The global banking industry increasingly leverages customer experience (CX) as a key competitive advantage. As digital transformation accelerates, banks are focusing on personalized, seamless interactions across multiple channels to enhance customer satisfaction. Institutions are investing in technologies like artificial intelligence (AI), data analytics, and automation to predict customer needs and offer tailored solutions in real-time.
Customer experience is no longer limited to traditional service but extends to mobile and online platforms. With the rise of fintech, customers now expect fast, frictionless banking experiences. Therefore, banks are working to optimize digital interfaces, reduce wait times, and offer more self-service options. Moreover, trust and transparency have become crucial, as customers demand more secure, reliable, and ethical banking solutions.
Banks that prioritize customer experience often benefit from higher customer retention, improved brand loyalty, and an enhanced competitive edge. In regions where competition is fierce, superior customer experience can differentiate a bank from its competitors and foster long-term growth. This shift highlights the growing recognition that in a digitally driven marketplace, exceptional customer experience is critical to delivering exceptional financial performance.
Below are the top banks overview in the UK and student’s catchment areas:
Company | Product/Service | Country |
HSBC Holdings | Continues to lead with significant global operations and revenue of $66.1 billion for the year ending December 2023. This represents a significant increase from the $50.6 billion reported in 2022, driven primarily by growth in its balance sheet and a favourable interest-rate environment (Stock Analysis; HSBC). | UNITED KINGDOM |
HDFC Bank | This private sector bank is the largest in India by revenue, with significant growth driven by its strong lending portfolio and digital banking services. As of the quarter ending December 2023, HDFC Bank reported a significant increase in its revenue. The bank’s consolidated net revenue surged by 113.5%, reaching ₹71,770 crore, compared to ₹33,620 crore in the same quarter of the previous year. This substantial growth was driven by strong loan growth across its retail, commercial, and rural segments. Additionally, HDFC Bank’s net profit for the quarter rose by 33.5% to ₹16,373 crore. The increase reflects the bank’s robust performance post-merger with HDFC Ltd and its continued expansion in the Indian banking sector. The bank have maintained its position through strong financial performance and innovation in digital services, making them dominant players in the Indian banking sector (Upstox – Online Stock and Share Trading; MoneyMint; HDFC Bank; FortuneIndia). | INDIA |
Habib Bank Limited (HBL) | HBL continues to lead the market with record profits, reporting a profit before tax of Rs. 83.5 billion for the first nine months of 2023. Its total revenue for the same period increased by 42% to Rs. 216 billion, with significant contributions from its domestic and international operations. HBL’s strong performance is driven by robust deposit growth and digital banking innovations. The bank have benefited from high interest rates and increased customer deposits, which contributed significantly to its profitability in 2023 (ProPakistani; Profit by Pakistan Today). | PAKISTAN |
Islami Bank Bangladesh Ltd. (IBBL) | This bank consistently ranks as the top profit-earner in Bangladesh, achieving significant revenues through a combination of lending growth and cost-effective deposit management. In 2023, it remained the largest profit-making bank in the country. As of the end of December 2023, Islami Bank Bangladesh Ltd. (IBBL) reported a total revenue of BDT 60.56 billion. This reflects a strong year-on year growth of approximately 23.93%, continuing the upward trend in their financial performance from the previous year. IBBL also earned a net profit of BDT 6.49 billion for the same period. The bank have managed to stay ahead through prudent financial management and adapting to economic challenges (Business Inspection BD; The Business Standard; The Finance Today; Stock Analysis; Stock Analysis). | BANGLADESH |
Nabil Bank | As of the end of fiscal year 2023 (2079/80 in the Nepali calendar), Nabil Bank reported a net profit of NPR 7.52 billion. This represents a significant increase of approximately 77% from the previous year, when it stood at NPR 4.25 billion. Leading the sector by such net profit, this growth is attributed to the bank’s strategic initiatives and sound financial management. The bank have shown strong performances, contributing significantly to Nepal’s banking sector amidst economic challenges (Fiscal Nepal; Investopaper; ICT Frame; My Republica; Investopaper). | NEPAL |
Access Bank | With gross earnings of ₦2.59 trillion, Access Bank has seen an 87% increase from the previous year, securing its place as the top revenue earner in Nigeria’s banking sector. Additionally, Access Bank’s profit after tax also surged by 306% to ₦619.32 billion, compared to ₦152.20 billion in the previous year. The bank benefited from a combination of strong operational strategies, growth in foreign exchange revenue, and diversified financial services (Legit.ng – Nigeria news.; Pulse Nigeria; Businessday NG; Vanguard News). | NIGERIA |
You need to address the following tasks:
TASK 1: Discuss the role of customer experience contributions to the business success of your chosen company
Guidelines:
– Define customer experience and explain its components/processes.
– Discuss how customer experience impacts business performance, including financial metrics and brand reputation.
– Analyze how the business has successfully leveraged customer experience to achieve competitive advantage.
– Brief explanation of customer-centricity in customer experience and the implications for the business.
– Identify and explain three critical success factors that contribute to successful customer experience implementation.
TASK 2: Develop a customer journey map for your chosen company/product using a millennial (Gen Y) aged 30-35yrs consumer persona. Guidelines:
– Overview of the selected company and its market environment.
– Create a detailed persona based on market research and data analysis highlighting the following key elements specifically (Demographics/Profile, Motivations, Goals, Painpoints)
– Develop a customer journey map for the persona, identifying and explaining the following key elements specifically (Stages, Needs, Activities, Feelings, Opportunities for improvements)
– Analyze how the persona interacts with the customer journey map and what this reveal about the company’s customer base. – Offer strategic recommendations for enhancing customer engagement and experience based on the integrated analysis.
TASK 3: Evaluate Net Promoter Score (NPS) and Lifetime Value (LTV) as two relevant customers experience performance metrics for your chosen company Guidelines:
– Definition and importance of CX performance metrics.
– List seven common CX metrics used across industries.
– Identify and describe NPS & LTV CX performance metrics relevant for the selected organization.
– Consider potential challenges in implementing and measuring these metrics.
– Provide recommendations on how the organization can effectively implement these metrics.
TASK 4: Critically evaluate the omni-channel strategy of your chosen company/product
Guidelines:
– Provide a brief overview of the selected retail chain, including its market position, target audience, and product offerings. – Describe the retailer’s omni-channel strategy in detail. This should include the various channels used (e.g., physical stores, online platforms, mobile apps, social media), and how these channels are integrated.
– Evaluate how the retailer ensures a seamless customer experience across channels. Discuss the technologies, processes, and organizational practices in place to support this.
– Identify any challenges the retailer faces in maintaining a seamless omni-channel experience and discuss the solutions implemented to address these challenges.
Presentation: The report must be in clear font (e.g., Arial/Calibri point size 11) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. Maximum word count: 2500 (Summative)
Suggested Structure: Your report structure should include the following sections:
– Cover page University cover sheet
– Title Page
– Table of Contents
– Introduction 50 words
– Report
o Task 1. 700 words
o Task 2. 600 words
o Task 3. 500 words
o Task 4. 500 words
– Conclusion 150 words
– References: 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. – Appendix (if appropriate): 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.
NOTE: The word count of (2500 words) only applies to the main body (shown in bold); i.e., cover page, table of contents, list of abbreviations, references and appendix are not part of the word count. All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this coursework assignment, please contact the tutor or the module leade
3. Marking Guide:
Learning Outcomes | Fail (0-39%) | Low Fail (40-49%) | Pass (50-59%) | Merit (60-69%) | Distinction (70-79%) | High Distinction (80- 100%) |
(LO1) |
LO1: Appraise the importance of customer experience for the success of the business. | Weak or no knowledge of CX with weak definition, explanation, and importance. Weak or no evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. | Limited knowledge of CX with limited definition, explanation, and importance. Limited evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. | Satisfactory knowledge of CX with some basic definition, explanation, and importance. Adequate evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. | Good knowledge of CX with adequate definition, explanation, and importance. Good evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. | Excellent Knowledge of CX with thorough definition, explanation, and importance clearly enumerated. Very good evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. | Outstanding Knowledge of CX with thorough definition, explanation, and importance clearly enumerated. Outstanding evidence of research into your chosen company product to establish implementation of CX strategies and its impact to deliver competitive advantage. |
(LO2) |
LO2: Design and implement a customer journey mapping | Weak or no visual presentation of Consumer Persona and Customer Journey Map. Lacks | Limited visual presentation of Consumer Persona and Customer Journey Map. Lacks | Satisfactory visual presentation of Consumer Persona and Customer Journey Map with | Good visual presentation of Consumer Persona and Customer Journey Map with | Excellent professional-looking visual presentation of Consumer Persona and Customer | Outstanding professional-looking visual presentation of Consumer Persona and Customer |
process, persona creation and measurement metrics | relevance to the chosen company product. Weak or no definition, explanation, role and purpose in developing CX strategy identified. | relevance to the chosen company product. Limited definition, explanation, role and purpose in developing CX strategy identified. | adequate relevance to the chosen company product. Satisfactory definition, explanation, role and purpose in developing CX strategy identified. | good relevance to the chosen company product. Good definition, explanation, role and purpose in developing CX strategy identified. | Journey Map with very good relevance to the chosen company product. Excellent definition, explanation, role and purpose in developing CX strategy identified. | Journey Map with outstanding relevance to the chosen company product. Flawless and brilliant definition, explanation, role and purpose in developing CX strategy identified. |
(LO3) |
LO3: Evaluate and propose organisational CX performance metrics | Weak or no knowledge and explanation of CX performance metrics with weak or no application to your chosen company product. Inadequate evaluation of effectiveness and improvements. | Limited knowledge and explanation of CX performance metrics with limited application to your chosen company product. Basic evaluation of effectiveness and improvements. | Satisfactory knowledge and explanation of CX performance metrics with basic application to your chosen company product. Adequate evaluation of effectiveness and improvements. | Good knowledge and explanation of CX performance metrics with good application to your chosen company product. Good evaluation of effectiveness and improvements. | Excellent knowledge and explanation of CX performance metrics with impressive application to your chosen company product. Excellent evaluation of effectiveness and improvements. | Outstanding knowledge and explanation of CX performance metrics with outstanding application to your chosen company product. Impeccable evaluation of effectiveness and improvements. |
(LO4) |
LO4: Evaluate how organisations ensure a seamless omni channel | Weak or no knowledge of the role of interaction and customization to improve and enhance seamless omni channel marketing. | Limited knowledge of the role of interaction and customization to improve and enhance seamless omni-channel | Satisfactory knowledge of the role of interaction and customization to improve and enhance seamless omni channel marketing. | Good knowledge of the role of interaction and customization to improve and enhance seamless omni-channel | Excellent knowledge of the role of interaction and customization to improve and enhance seamless omni-channel | Outstanding knowledge of the role of interaction and customization to improve and enhance seamless omni-channel |
customer journey | No evidence of extensive research into chosen company and justification is lacking. | marketing. Inadequate evidence of extensive research into chosen company and weak justification | Adequate evidence of extensive research into chosen company and basic justification. | marketing. Significant evidence of extensive research into chosen company and adequate justification. | marketing. Very Good evidence of extensive research into chosen company and impressive justification. | marketing. Outstanding evidence of extensive research into chosen company and impressive justification. |
(LO5) |
LO5: Identify and critically evaluate CX processes in different industries and different brands and discuss success factors. | Weak or no knowledge of CX processes with weak explanation of its importance to developing CX strategy. Weak or no evidence of research into your chosen company product to establish implementation of CX processes. Weak or no discussion of CX critical success factors and its impact to deliver competitive advantage. | Limited knowledge of CX processes with inadequate explanation of its importance to developing CX strategy. Limited evidence of research into your chosen company product to establish implementation of CX processes. Limited discussion of CX critical success factors and its impact to deliver competitive advantage. | Satisfactory knowledge of CX processes with basic explanation of its importance to developing CX strategy. Satisfactory evidence of research into your chosen company product to establish implementation of CX processes. Satisfactory discussion of CX critical success factors and its impact to deliver competitive advantage. | Good knowledge of CX processes with satisfactory explanation its importance to developing CX strategy. Good evidence of research into your chosen company product to establish implementation of CX processes. Good discussion of CX critical success factors and its impact to deliver competitive advantage. | Excellent knowledge of CX processes with impressive explanation of its importance to developing CX strategy. Excellent evidence of research into your chosen company product to establish implementation of CX processes. Excellent discussion of CX critical success factors and its impact to deliver competitive advantage. | Outstanding knowledge of CX processes with exceptional explanation of its importance to developing CX strategy. Brilliant and flawless evidence of research into your chosen company product to establish implementation of CX processes. Outstanding discussion of CX critical success factors and its impact to deliver competitive advantage. |
Research Skills | Inadequate or weak academic/ | Limited academic/intellectual | Satisfactory academic/intellectual | Good academic/intellectual | Excellent academic/intellectual | Outstanding academic/intellectual |
Leave A Comment