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/intellectua
|
