Task Overview
You are required to write a 1,000-word report on the customer experience (CX) strategy of one (1) global online retail company from the list below:
- Alibaba Group
- eBay
- Amazon
Your report must focus on one specific country in which your chosen company operates. You must clearly identify this country in your report.
You will act as a CX Consultant and write the report for the Board of Directors of the selected company.
Learning Outcomes Assessed
- LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business.
- LO3: Critically evaluate how an organisation ensures a seamless omnichannel customer journey.
Report Requirements
- Explain the concept of customer experience (CX)
- Define CX and explain its significance.
- Discuss the role of CX in business success for your chosen brand.
- Highlight mutual benefits for both the company and its customers.
- Show the impact of CX on business performance, including financial performance.
- Provide specific examples of how your chosen brand has leveraged CX to gain a competitive advantage.
- Review of CX Strategy
- Analyse how the brand delivers a seamless omnichannel customer journey.
- Use relevant CX concepts, frameworks, and literature to support your analysis.
Presentation Guidelines
- Tables may be used to present findings more clearly.
- All words in tables count towards the 1,000-word total except for:
- Consumer Persona template
- Customer Journey Map template (recommended formats only).
Tips for Success
- Reference relevant CX theories and real-world applications.
- Focus on one country for in-depth analysis.
- Ensure your arguments are critical, clear, and evidence-based.
- Use a professional business report structure suitable for a Board of Directors.
Assessment Brief Summary
Objective:
The task requires writing a 1,000-word report on the customer experience (CX) strategy of a global online retail company (Alibaba, eBay, or Amazon) operating in a specific country. The report should be addressed to the Board of Directors, reflecting the perspective of a CX Consultant.
Key Requirements:
- Explain Customer Experience (CX):
- Define CX and explain its significance.
- Discuss how CX contributes to business success for the selected company.
- Highlight mutual benefits for both the business and its customers.
- Show CX’s impact on financial and operational performance.
- Provide specific examples of CX practices giving a competitive advantage.
- Review CX Strategy:
- Analyse how the company delivers a seamless omnichannel customer journey.
- Use relevant CX concepts, frameworks, and literature to support analysis.
- Include tables for findings if necessary (excluding templates for Consumer Persona or Customer Journey Map).
- Presentation Guidelines:
- Professional business report structure.
- Evidence-based, critical arguments.
- Focus on one country for in-depth analysis.
- Reference CX theories and real-world applications.
Learning Outcomes Assessed:
- LO1: Critical understanding of the importance of CX for business success.
- LO3: Evaluation of seamless omnichannel customer journeys.
Approach by Academic Mentor
Step 1: Topic Selection and Country Focus
The mentor guided the student to choose Amazon in Australia, ensuring clarity in scope. This enabled an in-depth analysis of the CX strategy tailored to the Australian market.
Step 2: Research and Literature Review
- The student was instructed to collect information on CX theories, frameworks (e.g., Kano Model, Customer Journey Mapping, Net Promoter Score), and industry best practices.
- Real-world examples of Amazon’s CX initiatives in Australia were identified, including personalized recommendations, fast delivery services (Prime), and omnichannel integration.
Step 3: Structuring the Report
The report was structured to meet the Board of Directors’ expectations:
- Introduction: Overview of CX and its relevance.
- CX Definition and Importance: Theoretical underpinnings and practical significance.
- Business Benefits: Mutual advantages for Amazon and customers; impact on loyalty, retention, and revenue.
- CX Strategy Analysis: Detailed assessment of Amazon’s omnichannel customer journey in Australia.
- Recommendations (if required): Suggestions for enhancing CX strategy based on evidence.
- Conclusion: Summarize insights and key takeaways.
Step 4: Data Integration and Analysis
- Mentor advised including tables and figures to present key CX initiatives and metrics, such as delivery times, customer satisfaction scores, and engagement strategies.
- The student integrated academic references and industry reports to support each claim, adhering strictly to APA 7th edition referencing.
Step 5: Drafting and Refinement
- The student wrote the first draft, followed by mentor feedback on:
- Clarity of CX definition and examples
- Evidence-based evaluation of omnichannel strategy
- Professional tone and concise business language suitable for a Board audience
- Draft was refined to ensure critical analysis rather than descriptive summary, highlighting competitive advantages and measurable outcomes.