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Module Title: Customer Experience Strategy 2
Module Code: MKTG
Attempt: First Sit
Group or Individual: Individual Assignment
Assignment Number: 2 of 2
Assignment valid until: February 2026
Assignment Title: Individual Report on Customer Experience
Weighting: 60%
Assignment set by: Dr. Tingting Xie
Assignment verified by: Dr. Kumarashvari Subramaniam
Word Limit: 3,
Date Issued to Students: 21/02/
Submission Date and Time: See the Canvas module homepage for the submission date
Method of Submission: Canvas Submission
Learning Outcomes to be assessed:
1. To critically evaluate the key influences on customer experience at all stages of the customer
journey when formulating CX strategies (LO 3).
Problem solving and analysis
2. To analyse and critically evaluate a range of analytics business data and to use it for evidence-
based decision-making to enhance customer experience (LO 4).
Problem solving and analysis-application
AI Level:
The table below shows to what extent you are allowed to use Generative AI (GenAI) tools such as
ChatGPT in your assessment. Please refer to the BUV Student AI guidelines for full information
on how you can use GenAI tools in an ethical manner at BUV.
AI Level Description This assessment
1. No AI
The assessment is completed entirely without AI
assistance. This level ensures that students rely solely on
their knowledge, understanding, and skills.
AI must not be used at any point during the assessment.
2. AI Assisted
idea generation
and structuring
AI can be used in the assessment for brainstorming,
creating structures, and generating ideas for improving
work.
No AI content is allowed in the final submission.
3. AI Assisted
language editing
AI can be used to make improvements to the language of
student-created work to improve the quality of the final
output, but no new content can be created using AI.
AI can be used, but your original work with no AI
content must be provided in an appendix.
4. AI task
completion,
human
evaluation
AI is used to complete certain elements of the task, with
students providing discussion or commentary on the AI-
generated content. This level requires critical engagement
with AI-generated content and evaluating its output.
You will use AI to complete specified tasks in your
assessment. Any AI-created content must be cited.
You must not use AI to support your commentary or
evaluation of the work.
×
5. Full AI
AI should be used as a ‘co-pilot’ in order to meet the
requirements of the assessment, allowing for a
collaborative approach with AI and enhancing creativity.
You may use AI throughout your assessment to support
your own work and do not have to specify which
content is AI-generated.
AI level 4 Guidelines:
Students must ensure their use of AI aligns with BUV’s academic integrity guidelines. This involves
utilizing AI tools ethically and responsibly while maintaining the originality and authenticity of their
work.
Report Structure
The report will be structured into three main parts:
Part A: Introduction of the Company and Customer Segment (approximately 500 words)
- Provide a brief overview of the company, including its business operations, market position in
Vietnam, development situation, target customer, and brand positioning.
- Introduce the customer segment (psychographic) you have chosen to focus on, including details
from the customer persona. This will ensure a clear connection between the company’s brand
positioning and its target segment, setting the stage for the subsequent analysis.
Part B: Analysis of Customer Journey (approximately 1300 words)
- Conduct research to critically review the omnichannel touchpoints of the selected company,
encompassing both digital and physical interactions.
- Highlight Moments of Truth and Pain Points in the customer journey, providing justification and
linking them to the psychographic characteristics of your chosen segment. You should use a
Customer Journey Map to visually represent these touchpoints and stages, demonstrating how
these elements impact the customer’s overall experience.
- Clearly articulate the vision for the company’s omnichannel CX strategy, supporting it with
theoretical justifications and relevant models.
Part C: Recommendations for Alternative CX Strategies (approximately 1200 words)
- Based on the findings from Part B, propose alternative CX strategies to enhance the customer
experience, specifically addressing the Moments of Truth and Pain Points identified earlier.
Ensure that the proposed strategies directly derive from the critical analysis of these elements.
- Recommend Key Performance Indicators (KPIs) and analytics tools that would facilitate
evidence-based decision-making to monitor and improve these moments. Justify your
suggestions, linking them back to the company's CX goals and the specific needs of the customer
persona.
Guidance Notes
a) Do not include your name anywhere on your assignment.
b) Your assignment should be written in a font size of 12.
c) You must include a correctly formatted Reference List on a separate page at the end of your essay.
This must only include references to work that you have directly cited in your essay.
d) You must include your accurate word count at the end of your assignment.
e) Use standard margins for the assignment and 1.15 line spacing.
f) Only Microsoft Word files should be used for this assignment. Please allow time for conversion to
these formats if required.
g) When you upload your file for submission you must name the file by your full student number in the
following format: ‘HANXXXXXXXXX’.
h) For submissions requested as a report, you may wish to include a cover sheet and contents page.
i) The marking scheme that will be used to mark your work is shown at the end of this document in
Appendix 1.
Submission Procedure
You are not required to print and submit a hard copy of your work, as all submissions are carried out
electronically through Canvas. Please ensure you do not wait until the last minute to carry out your
submission; computer problems can happen any time and this will not be accepted as an excuse for late
submission. This includes internet connectivity issues. When you submit your assignment, it is in your best
interests to save and/or print a copy of your online submission receipt to prove that you have submitted
your assignment on time.
If you feel that you can’t submit your assessment on time, you should speak to your module leader who will
help you to work out how you can hand-in on time.
If unexpected circumstances that you could not have planned for have happened, you may be able to claim
for exceptional circumstances to be taken into account. There is more information here.
If you have no exceptional circumstances and you do not submit you will fail the assessment. If you submit
within 1 week of the submission deadline we will mark your work as late, meaning the maximum mark you
can achieve is the basic pass mark and this will count as your first attempt. If you are taking a re-sit
assessment, late submissions will not be accepted.
Please see the Staffordshire University regulations here for more information.
The Maximum word limit is shown on the front cover of the assignment.
You must provide an accurate word count at the end of your assignment. This word count must be placed
before your reference list and should include all the written content of your assignment excluding the
words used in any cover pages, contents pages, titles, sub-titles, reference lists and appendices.
In the assignment, in addition to the word limit, you may make sensible use of tables, images of academic
models, diagrams, figures, and student-created graphics such as Word-Art, etc. without penalty up to a
maximum of 30% of the stated word limit of the assignment as shown on the front cover. In no
circumstances must your overall use of words in these tables, models, etc. exceed this maximum 30% limit.
If a marker feels that you have used tables simply to avoid the word count, they may count these
words as part of your word count.
A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has
been exceeded.
1-10% excess no penalty
11-20% excess 10% reduction in the mark
21-30% excess 20% reduction in the mark
>30% excess the work will be capped at a pass i.e. 40%
NB. None of the above penalties will be used to change your mark that is above the pass mark, to one that
is below the pass mark. Therefore, the maximum penalty for exceeding the word limit will be a reduction to
a pass grade.
Please note that students’ work is regularly checked to ensure that the stated word count matches to what
has actually been submitted.
either been copied directly, paraphrased from a source without correct citation, or produced using GenAI
tools.
Appendix 1: Marking Rubric
Fail Third Class Lower Second Class Upper Second Class First Class Introduction of the Company and Customer Segment (20%)
Incomplete or irrelevant introduction of the company and/or customer segment. Little to no connection between the company’s brand and the chosen customer segment. AI Level 4: AI usage is either absent or improperly applied, with no relevant outputs.
Basic overview of the company and segment; limited connection between the company’s brand and the chosen segment. Minimal details on the customer persona. AI Level 4: Limited AI use, with basic support for structuring the introduction but lacking depth.
Satisfactory introduction with a clear connection between the company’s brand and the chosen customer segment. Adequate customer persona but lacks depth. AI Level 4: AI tools are used for initial structuring or idea generation, enhancing clarity.
Detailed and relevant introduction; the connection between the company’s brand and the chosen segment is well-articulated. Customer persona is detailed and insightful. AI Level 4: AI is effectively utilized for structure and persona creation, aiding in refining the analysis.
Comprehensive and thorough introduction with an excellent connection between the company’s brand and the customer segment. The customer persona is highly detailed, insightful, and effectively sets the stage for the analysis. AI Level 4: AI tools are skillfully used for idea generation and refining structure, enhancing clarity and depth. Analysis of Customer Journey (20%)
No or very limited analysis of the customer journey; fails to identify or justify moments of truth and pain points. No use of customer journey mapping. AI Level 4: AI usage is either absent or irrelevant in mapping or analyzing the journey.
Basic analysis with minimal identification of moments of truth and pain points; lacks sufficient justification. Limited use or ineffective use of customer journey mapping. AI Level 4: AI use is minimal, with basic support for journey mapping but lacking integration into the analysis.
Adequate analysis with a clear identification of moments of truth and pain points; some justifications provided. Customer journey map is present but could be more detailed. AI Level 4: AI assists in visualizing the journey map and structuring the analysis but is not fully integrated.
Detailed and well-structured analysis; moments of truth and pain points are clearly identified and well-justified. The customer journey map effectively illustrates the touchpoints and interactions. AI Level 4: AI tools are effectively used for mapping and enhancing the structure of the analysis, improving clarity.
Exceptional analysis with a comprehensive review of the customer journey. Moments of truth and pain points are deeply analyzed and thoroughly justified. The customer journey map is visually clear, insightful, and fully integrated into the analysis. AI Level 4: AI is proficiently used to create a detailed journey map and refine analysis structure, adding significant depth and clarity.
ideas, enhancing the relevance of KPIs.
structure, and refine KPIs, resulting in well-justified, insightful outcomes.
Research, Structure, and Presentation (10%)
No evidence of research or poor structure and presentation. Unorganized, lacks professional formatting, or uses irrelevant sources. AI Level 4: AI is not utilized or is misused in enhancing structure and presentation quality.
Limited evidence of research; basic structure with some organizational flaws. Presentation is functional but lacks polish. AI Level 4: AI assists minimally, providing basic structure but lacking refinement.
Adequate research and a clear structure; presentation is professional but could be enhanced. Evidence of some relevant sources. AI Level 4: AI aids in organizing content and refining presentation, improving clarity.
Well-researched, structured, and professionally presented report. Strong evidence of wide reading and relevant sources. AI Level 4: AI is effectively used for structuring and enhancing the overall presentation, improving quality and clarity.
Exceptionally well-researched, with a professional, clear structure. Excellent presentation with extensive and relevant sources, showcasing critical engagement with the topic. AI Level 4: AI is skillfully used to refine and enhance the report’s structure and presentation, adding clarity and professionalism.
