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You are required to write a 1,000 word report on the customer experience (CX) strategy of Samsung for their mobile phone product lines

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You are required to write a 1,000 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 tables to answer the requirements where it is suggested to do so.

In this formative you have to evidence your ability to meet:

• Learning Outcome 1 - Appraise?the importance of customer experience for the success of the business.
• Learning Outcome 2 - Design and implement a customer journey mapping process, persona creation and measurement metrics.

You need to address the following tasks: 

1. 1. The importance of customer experience (10 marks): you should define and explain what is meant by and included under the term customer experience. Appraise the importance of CX in the case of Samsung mobile phones. (Suggested word count: 330 words.)
   2. Customer journey (7 marks): explain what a customer journey is and why it is important to CS strategy, including the purpose of each of the main elements: journey stage, activities, feelings and needs. (Suggested word count: 230 words.)
   3. Persona creation (15 marks): explain what a consumer persona is and evaluate its role in developing effective CS strategy. In application to Samsung identify and justify three key, different consumer personas. Select one of the three consumer personas and for this persona provide the following elements in a visual format (table or graphic):
      1. Demographics and story
      2. Profile
      3. Motivations for using a Samsung mobile
      4. Goals for using a Samsung
      5. Painpoints a Samsung mobile solves

(Suggested word count: 390 words.)

1. 4. Mapping the customer journey (8 marks) In relation to your most significant consumer persona identified in task 3, using a table, map their customer journey. This should include the following:
      1. Stages of journey
      2. Activities
      3. Feelings and needs
      4. Potential opportunities for improvement

(Suggested word count: n/a since table format.)

1. 5. Presentation (5 marks): present your report in a structured and professional manner using Harvard referencing guidelines. 

 

Suggested Structure

A 1,000-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:

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 eight 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.

 

               

1. Formative Assessment Marking Guide

No mark is awarded for the Formative. The marking guide is used only to indicate to you the relative importance of each part of the Assignment. 

The following table shows the mark allocation and approach required.

Assignment Part	Mark		Approach
1. The importance of customer experience (10 marks)	2     2   6		Define and explain what is meant by and included under the term customer experience.  Explain how CX contributes to the success of a business.  Appraise the importance of CX in the case of Samsung mobile phones.
2. Customer journey (7 marks)	3   4		Explain what a customer journey is and why it is important to CX strategy.  Explain the purpose and give examples of each of the main elements: o Journey stages o Activities o Feelings and needs
3. Persona creation (15 marks)	3     3     9		Explain what a consumer persona is and evaluate its role in developing effective CX strategy.  In application to Samsung identify and justify three key, different consumer personas. For one of them provide a visual (graphic or table) with the following: Demographics and story o Profile Motivations for using a Samsung mobile Goals for using a Samsung mobile o Painpoints a Samsung mobile solves.
4. Mapping the customer journey (8 marks)	8	•	In relation to your most significant consumer persona identified in task 3, using a table, map their customer journey. This should include the following: o Stages of journey o Activities o Feelings and needs o  Potential opportunities for improvement.
Presentation (5 marks)	5	•	Clear structure and layout
		•	Writing style: professional and concise
		•	Appropriate Referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices
Total	45