BM5922: Research and write-up a critique or provide your point-of-view on any ONE (1) of the topics listed below. You can choose to support, to argue against, or to be neutral on the topic. But your critique or point-of-view on the topic has to be supported by customer experience management and design (CXMD) theories or concepts. Customer Experience Management and Design assignment
Module / Subject / School:
BM5922 Customer Experience Management and Design
1. Report Outline
This assessment constitutes 50% of the overall assessment for the module, BM4364 Customer Experience Management and Design. The project covers topics on Components of CXMD and Employee Management. It is designed to allow learners to present a business critique or point-of-view on a given topic, and to develop critical research and analytical skills through the investigation of an issue. Learners will submit on an individual basis a report including any supporting appendices.
2. Learning Outcomes
Upon completion of this assessment, the learners will be able to:
a. Write a business critique or point-of-view on a given topic related to customer experience management
b. Develop a more in-depth understanding of key issues on customer experience management
c. Develop critical research and analytical skills through investigating an issue pertaining to customer experience management, by exploring and acquiring additional knowledge from other sources of information.
You will research and write-up a critique or provide your point-of-view on any ONE (1) of the topics listed below. This is an individual assignment, and only a maximum of 5 students are allowed to choose the same topic. Allocation of the topic is on a first-come-first-served basis. Please submit your choice of topic for your tutor’s approval by Week 2 (Week of 24 October 2022).
Available topics for selection:
a. With the rise of digital services and online self-help channels, interacting with customers through face to face is no longer essential as a communication channel.
b. For businesses engaged in daily essentials (non-luxury items), the return on customer experience initiatives does not justify the monetary investment.
c. Investing in customer experience initiatives results in an increase in share of wallet.
d. ‘Net Promoter Score’ is a better gauge of the success of customer experience initiatives rather than ‘Overall customer satisfaction’ rating.
e. First contact resolution is more important than response time or accessibility in driving customer satisfaction.
f. Customer satisfaction scores should be prioritised by management over employee engagement.
g. Key performance indicators set for frontline employees managing customer interactions are usually unrealistic and unachievable.
In your analysis, you can choose to support, to argue against, or to be neutral on the topic. But your critique or point-of-view on the topic has to be supported by customer experience management and design (CXMD) theories or concepts obtained from research from textbooks, articles or journals. Do not quote evidence/ references from lecture notes/ tutorial notes, but you may use the knowledge from the lecture notes/ tutorial notes to do further research from other sources.
Your critique should be supplemented by actual industry or company examples, and other value-add topics, to substantiate your discussion.
The grading criteria in evaluating your assignment include your ability to provide depth and substance of your analysis, relate concepts and theories to support your discussion, and quality of writing. Marks will be deducted for improper and/or incorrect in-text citation, referencing & bibliographic citations; excessive spelling and grammatical errors; and poor organisation of content.
The written report should be in font type: Arial Point 11, 1.2 line spacing. As a guide, your report should be approximately 1200 – 1500 words in length, excluding cover page and appendices. The format of your report should include:
a. Title page and title of the selected topic
b. Introduction of the topic – stating clearly the area of discussion, your viewpoint, and THREE (3) key issues that are relevant to the topic that you will be discussing
c. Discussion – including presentation of the THREE (3) key issues introduced, relevant analysis / explanation, supporting industry/company examples, and value-add topics (where applicable)
d. Conclusion – including a summary and wrap-up of the discussion
e. References List – Please refer to this guide on in-text citation and referencing for the research that you have done. You can include photos and screenshots to support your explanations and analysis.
What we score:
Our Writer’s Comment
This assignment tests students on their skills on doing a business critique.
Based on the assignment requirements provided, here are some comments to help students score well on this assignment:
- Make sure to thoroughly understand the learning outcomes and align your report with them. Demonstrate your ability to write a business critique or point-of-view on the selected topic related to customer experience management.
- When selecting a topic, consider choosing one that genuinely interests you and aligns with your expertise. This will make your analysis more engaging and insightful.
- Begin your report with a clear and concise introduction that highlights the chosen topic, your viewpoint, and the three key issues you plan to discuss. This will set the tone and direction for your readers.
- Throughout your analysis, ensure that you back up your critique or point-of-view with well-researched CXMD theories or concepts from reputable sources such as textbooks, articles, and journals. Avoid relying on lecture or tutorial notes for evidence.
- Use real industry or company examples to support your arguments and provide context to your analysis. These examples will add credibility to your discussion.
- If you choose to argue against a certain viewpoint, do so respectfully and acknowledge the opposing perspectives. This demonstrates a comprehensive understanding of the topic.
- Pay close attention to the grading criteria, particularly the depth and substance of your analysis, the quality of your writing, and the proper use of in-text citation and referencing. Use the prescribed font type, size, and line spacing for a polished presentation.
- Structure your report logically with clear headings for each section, including an introduction, discussion of key issues, relevant analysis, examples, and value-add topics (if applicable), and a conclusion that summarizes your findings.
- Include a reference list that follows the appropriate citation style (APA, Harvard, etc.). Double-check your citations to avoid any mistakes.
- Use visuals, such as photos and screenshots, thoughtfully and purposefully. They should supplement and enhance your explanations and analysis, not merely serve as decorative elements.
- Aim for clarity and coherence in your writing. Proofread your report carefully to eliminate spelling and grammatical errors that might affect the overall impression of your work.
- If you need further assistance or clarification, don’t hesitate to consult your tutor or reach out to classmates for constructive feedback.
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