BPP Business School

Coursework Cover Sheet

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 contents table, bibliography and appendices, is ______ words.
Student Reference Number: __________ Date: ______

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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
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 Programme: MSc.
Management

Module: Customer Experience

Strategy

Coursework
Summative
Assessment Brief 10
1. General Assessment Guidance

• Your summative assessment for this module is made up of this Coursework 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.
2. Assessment Brief

You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific service 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 aviation industry.

Industry Overview: The global aviation industry continued its strong recovery throughout 2023, rebounding from the significant challenges posed by the COVID-
19 pandemic. The industry saw increased revenues driven by the surge in passenger demand, especially in long-haul markets, as well as a general relaxation of
travel restrictions worldwide. Global airline revenues hit $908 billion, up 23% from 2022, but rising interest rates still worry some airlines. The 2023 landscape
reflected a trend towards recovery, with North American and European carriers dominating the list, thanks to strong demand across both regions and fewer
travel restrictions compared to earlier pandemic years. By the end of 2023, several global airlines are prominent in the aviation markets of India, Pakistan,
Nigeria, Bangladesh, and Nepal. These airlines benefit from their extensive international networks, connecting passengers across continents while providing
seamless connections from smaller markets such as Nepal and Bangladesh to major global destinations.

Company Product/Service Country

Emirates Emirates continues to dominate international routes in all five countries. Any
Known for its extensive global network, luxury service, and competitive
fares, it remains a preferred airline in these regions. By the end of 2023,
Emirates is projected to generate approximately $31.8 billion in revenue
globally. Its strong presence in India, Pakistan, and Bangladesh,
particularly on long-haul routes to Europe and North America, reinforces
its top spot (Air India Flights, ARY NEWS).
Qatar Airways Qatar Airways is another top player in these markets. With a reputation Any
for high-quality service, the airline has significantly expanded its
presence in India, Pakistan, and Bangladesh. Qatar Airways is popular
for connecting passengers to Europe, the Middle East, and the Americas.
It is expected to post around $21 billion in revenue by the end of 2023.
 The airline also plays a crucial role in cargo transport from these
countries (ARY NEWS, Saudia).
Turkish Airlines Turkish Airlines has grown rapidly, serving major airports in India, Any
Pakistan, Bangladesh, and Nigeria. It has become a strong competitor
due to its wide-ranging connectivity and competitive pricing, particularly
for Europe and the Americas. Turkish Airlines is set to record
approximately $18 billion in revenue for 2023, driven by its extensive
global operations (ARY NEWS, Saudia).
IndiGo The Indian aviation industry experienced significant growth in 2023, India
becoming the third-largest domestic aviation market globally. Several
factors contribute to this expansion, including the increasing demand for
air travel, rising disposable incomes, and the government's commitment
to expanding airport infrastructure. By 2025, India plans to add around
220 new airports. In 2023, the aviation sector contributed approximately
5% to India's GDP and generated around 4 million jobs (Jetline Marvel;
India Brand Equity Foundation). Dominating the market with over 60%
market share, IndiGo continues to be the largest airline, having carried
more than 7.55 million passengers by the end of 2023. Its competitive
pricing and extensive domestic network keep it at the forefront of the
Indian aviation market (Jetline Marvel)
Pakistan The aviation industry in Pakistan has significant potential for growth, Pakistan
International despite facing various challenges such as inadequate infrastructure and
Airlines (PIA) political instability. Pakistan's aviation sector contributes about 1.3% of
the national GDP, with major hubs in cities like Karachi, Lahore, and
Islamabad. However, the country's airports and air traffic control systems
need substantial improvements to become more competitive on a
regional level (SamChui.com, ProPakistani). Despite its operational
challenges, PIA remains the largest and most recognized airline in
 Pakistan. It has a significant share of both domestic and international
flights, contributing the highest revenue in the market (ProPakistani).

Biman The aviation industry in Bangladesh is growing rapidly, driven by Bangladesh

Bangladesh increased demand for both passenger and cargo transport. Bangladesh's
Airlines aviation sector has expanded significantly over the past decade, with
projections indicating continued growth over the next few years. The
government and private sector have invested in upgrading infrastructure
and expanding airline operations, particularly to international
destinations. Despite this growth, local airlines account for only a small
share of the market. Around 80% of the Bangladesh aviation market is
dominated by foreign airlines, with local carriers such as Biman
Bangladesh Airlines and US-Bangla Airlines holding only about 18-
20% combined. This heavy reliance on foreign airlines for international
routes represents both a challenge and an opportunity for Bangladeshi
carriers to capture a larger market share (TBS News, The Daily Star).
These three airlines are central players in the Bangladeshi aviation sector,
with Biman Bangladesh Airlines and US-Bangla leading efforts to
expand their international presence(TBS News, 6Wresearch). As the
national flag carrier, Biman remains the largest airline in Bangladesh,
offering both domestic and international flights. It has a significant
presence on routes to the Middle East, Southeast Asia, and Europe.
Buddha Air The aviation industry in Nepal plays a crucial role in connecting the Nepal
country's difficult terrain and supporting the tourism sector. Despite
facing challenges like high fuel prices, competition from foreign airlines,
and safety concerns, the industry saw significant growth in passenger
numbers post-COVID-19, particularly in domestic travel. By the end of
2023, the domestic aviation sector was dominated by a few key players.
These airlines benefited from strong passenger growth, although many
struggled with profitability due to rising operational costs, including fuel
price hikes (Fiscal Nepal, Kathmandu Post). As Nepal’s largest domestic
 airline, Buddha Air maintained its leadership with over 2.38 million
passengers, capturing around 54% of the domestic market (Kathmandu
Post, Kathmandu Post). Its robust fleet expansion and reputation for
reliability helped it sustain this position.
Air Peace The aviation industry in Nigeria experienced significant challenges in Nigeria
2023, but it remains a critical part of the country's economy. Despite
facing economic pressures such as high operating costs, foreign
exchange scarcity, and infrastructure limitations, the sector continues to
grow due to increasing demand for air travel. The Nigerian aviation
sector supports around 241,000 jobs and contributes approximately $1.7
billion to the nation's GDP. However, the high cost of doing business in
Nigeria's aviation space, including expensive airport service charges and
infrastructure issues, continues to hinder its full potential (Businessday
NG, ThisDayLive). The industry’s growth is driven by a mix of rising
domestic travel demand, but it also faces global challenges, such as high
fuel costs and regulatory issues. The market is forecast to continue
growing, albeit slowly, through 2030, with further investments in
infrastructure and policy improvements needed for better performance
(6Wresearch). Dominating the Nigerian domestic and regional markets,
Air Peace remains the largest carrier. Its extensive domestic routes,
along with regional destinations, make it the leader in revenue
generation.
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:

- Ensure an introduction page enumerating the company choice, its product/service, location of operation and a very summary of all 4 tasks.
- Define customer experience and explain its components/processes.
- Discuss how customer experience impacts business performance, including financial metrics (Revenue & Profit) and brand reputation.
- Analyse 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, Activities, Feelings, Needs,
Opportunities for improvements)
- Analyse 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: Identify and evaluate three relevant customers experience performance metrics for your chosen company

Guidelines:

- Definition and importance of CX performance metrics.

- Overview of common CX metrics used across industries.
- Identify and describe at least any three CX performance metrics relevant for the selected organization.
- Justify the selection of each metric in relation to the organization’s goals and customer expectations.
- 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.
- Ensure a conclusion page at the end of your report on how effective your chosen company product/service CX strategy is, using evidence from the previous four tasks to
support your reasoning.
- .

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 red detailed in suggested structure above); 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 leader.
 3. Marking Guide:

Tasks & Fail (0-39%) Low Fail (40-49%) Pass (50-59%) Merit (60-69%) Distinction (70-79%) High Distinction (80-
Learning 100%)
Outcomes
Task1 (LO1)
LO1: Appraise Weak or no Limited knowledge of Satisfactory Good knowledge of Excellent Knowledge Outstanding
the importance knowledge of CX with CX with limited knowledge of CX with CX with adequate of CX with thorough Knowledge of CX
of customer weak definition, definition, some basic definition, definition, with thorough
experience for explanation, and explanation, and definition, explanation, and explanation, and definition,
the success of importance. Weak or importance. Limited explanation, and importance. Good importance clearly explanation, and
the business. no evidence of evidence of research importance. evidence of research enumerated. Very importance clearly
research into your into your chosen Adequate evidence into your chosen good evidence of enumerated.
chosen company company product to of research into your company product to research into your Outstanding
product to establish establish chosen company establish chosen company evidence of research
implementation of implementation of product to establish implementation of product to establish into your chosen
CX strategies and its CX strategies and its implementation of CX CX strategies and its implementation of company product to
impact to deliver impact to deliver strategies and its impact to deliver CX strategies and its establish
competitive competitive impact to deliver competitive impact to deliver implementation of
advantage. advantage. competitive advantage. competitive CX strategies and its
advantage. advantage. impact to deliver
competitive
advantage.
Task2 (LO2)
LO2: Design Weak or no visual Limited visual Satisfactory visual Good visual Excellent Outstanding
and implement presentation of presentation of presentation of presentation of professional-looking professional-looking
a customer Consumer Persona Consumer Persona Consumer Persona Consumer Persona visual presentation visual presentation
journey and Customer and Customer and Customer and Customer of Consumer Persona of Consumer Persona
mapping Journey Map. Lacks Journey Map. Lacks Journey Map with Journey Map with and Customer and Customer
process, relevance to the relevance to the adequate relevance good relevance to Journey Map with Journey Map with
persona chosen company chosen company to the chosen the chosen company very good relevance outstanding
creation and product. Weak or no product. Limited company product. product. Good to the chosen relevance to the
measurement definition, definition, Satisfactory definition, company product. chosen company
metrics explanation, role and explanation, role and definition, explanation, role and Excellent definition, product. Flawless
purpose in purpose in explanation, role and purpose in explanation, role and and brilliant
developing CX developing CX purpose in developing CX purpose in definition,
strategy identified. strategy identified. developing CX strategy identified. developing CX explanation, role and
strategy identified. strategy identified. purpose in
developing CX
strategy identified.
Task3 (LO3)
LO3: Evaluate Weak or no Limited knowledge Satisfactory Good knowledge and Excellent knowledge Outstanding
and propose knowledge and and explanation of knowledge and explanation of CX and explanation of knowledge and
organisational explanation of CX CX performance explanation of CX performance metrics CX performance explanation of CX
CX performance metrics metrics with limited performance metrics with good metrics with performance metrics
performance with weak or no application to your with basic application application to your impressive with outstanding
metrics application to your chosen company to your chosen chosen company application to your application to your
chosen company product. Basic company product. product. Good chosen company chosen company
product. Inadequate evaluation of Adequate evaluation evaluation of product. Excellent product. Impeccable
evaluation of effectiveness and of effectiveness and effectiveness and evaluation of evaluation of
effectiveness and improvements. improvements. improvements. effectiveness and effectiveness and
improvements. improvements. improvements.
Task4 (LO4)
LO4: Evaluate Weak or no Limited knowledge of Satisfactory Good knowledge of Excellent knowledge Outstanding
how knowledge of the the role of knowledge of the the role of of the role of knowledge of the
organisations role of interaction interaction and role of interaction interaction and interaction and role of interaction
ensure a and customization to customization to and customization to customization to customization to and customization to
seamless omni- improve and enhance improve and improve and enhance improve and improve and improve and
channel seamless omni- enhance seamless seamless omni- enhance seamless enhance seamless enhance seamless
customer channel marketing. omni-channel channel marketing. omni-channel omni-channel omni-channel
journey No evidence of marketing. Adequate evidence marketing. marketing. Very marketing.
extensive research Inadequate evidence of extensive research Significant evidence Good evidence of Outstanding
into chosen company of extensive research into chosen company of extensive research extensive research evidence of
into chosen company into chosen company into chosen company extensive research
 and justification is and weak and basic and adequate and impressive into chosen company
lacking. justification justification. justification. justification. and impressive
justification.
Research Skills Inadequate or weak Limited Satisfactory Good Excellent Outstanding
academic/ academic/intellectual academic/intellectual academic/intellectual academic/intellectual academic/intellectual
intellectual skills with skills. Original work skills. Wholly original skills. Demonstrates skills. Demonstrates skills. Demonstrates
some difficulties. with personal work with good good intellectual very good outstanding
Largely imitative and reflection and broad reflection and well- originality and intellectual intellectual
descriptive. Some evidence-based reasoned judgements imagination originality, integrity, originality, integrity,
difficulty with critique. Solid forming from coherence and coherence and
structure and structure and evidence-based imagination. imagination.
accuracy in accuracy in critique. Consistent
expression but expression. structure and
developing Practical/professional accuracy in
practical/professional skills evident. expression.
skills. Practical/professional
skills established.
Referencing Inadequate or weak Limited and full and Satisfactory with Good with precise, Excellent with Outstanding with
Skills references but may appropriate precise, full and full and appropriate precise, full and precise, full and
contain references with appropriate references at a high appropriate appropriate
inconsistencies, minor or insignificant references. standard. references at near- references at
errors or omissions. errors publishing standard. publishing standard.