BM4364 Customer Experience Assignment: Evaluating CX Practices Through Employee Insights in the Service Industry, Singapore

Section 2 Learning Outcomes

Upon completion of the assignment, the learners will be able to:

1. Conduct primary and secondary research on a chosen company’s Customer Experience Management implementation based on the assigned learning unit topics.
2. Develop critical research and analytical skills through discussing the customer experience management practices of an actual company.
3. Develop a more in-depth understanding of key issues on customer experience management.

Section 3 Requirements

This is an individual assignment.

You are required to conduct primary research by interviewing a relevant employee from a company of your choice within the service industry. The interview can be conducted either face-to-face or online. Your interviewee should work in a service-related role or department (e.g., frontline, customer experience, or service quality). The interview will serve as primary research for your analysis of the company’s current Customer Experience Management practices.

Your research will be based on assigned topics related to Customer Experience Management and Design as listed below. The tutor will randomly allocate the topics to each learner and only a maximum of EIGHT (8) learners in a tutorial class will be assigned the same topic.

Based on the assigned topics, submit your choice of company for your tutor’s approval by the week of 19 May 2025. No two learners should select the same company. Please wait for your tutor’s approval before proceeding with your research. (If the name of the company is confidential, please inform your tutor on the industry of the company, and other relevant details to ensure that there is no duplication of company in the class.

The requirements of this Assignment include the following:

1. Discussion of topics

1. You are required to conduct primary research (either face to face or online interview) based on the allocated topics.
2. Topics:
   1. Leadership and Culture
      1. Customer-focused Leadership
         Critique the leadership of one key business leader in the company based on the attributes of a good CX leader.
      2. Customer Experience Infusion in Company Culture
         Critique the presence (or absence) of a CX-oriented culture in the company based on the key considerations to harness people power in an organisation.
   2. Training and Empowerment
      1. Employee Induction Program
         Evaluate the comprehensiveness in content and effectiveness in delivery of the company’s new hire induction program.
      2. Employee Empowerment in Customer Service
         Evaluate the company’s practice in providing empowerment to employees in managing exceptions to handle customer situations.
   3. Staff Turnover and Management Responses
      1. Staff Turnover
         Analyse the levels and reasons for staff turnover within a company.
      2. Management Response
         Critique the effectiveness of the actions taken by management to address the levels and reasons for staff turnover.
   4. Customer Experience Metrics
      1. Managing the Voice of the Customer
         Based on the lesson on managing the voice of the customer, critique the actual feedback management practices of the company.
      2. Critique of Customer Satisfaction Data Management
         Critically evaluate the company’s practices for gathering and managing customer satisfaction data, referencing lessons on data collection covered in the course.
3. You will evaluate the company’s CX practices in direct relation to relevant theories and concepts pertaining to the topics allocated to you that have been taught in this learning unit’s lectures and tutorials. You should highlight both strengths and weaknesses of the company’s practices. Apart from the primary research conducted, your evaluation should be supported by secondary research (duly evidenced by in-text citation and proper referencing).

2. Recommendations

Based on your findings, provide TWO (2) recommendations for the company’s improvement relevant to the topics assigned. Each recommendation should be supplemented by actual industry or company examples and other relevant justifications.

The grading criteria in evaluating your assignment include your ability to provide comprehensive findings and recommendations related to the topics assigned, relate concepts and theories to support your discussion, provide additional research, and the quality of writing.

Section 4 Submissions

Section 4.1 Report Format

The written report should be submitted in font type: Arial Point 11, 1.2 line spacing. As a guide, your report should be approximately 1800 – 2500 words, excluding cover page and appendices.

The report should consist of the following parts:

1. Cover Page
   Include a cover page with the project title, BM4364 Customer Experience Management ICA 2 Individual Assignment, your full name and admission number, title of the selected topic and name of company evaluated. (If the company name is confidential, please indicate the industry instead.)
2. Table of Contents
3. Executive Summary
   1. Objective of the report
   2. Scope and methodology: Include the primary research method, the name and job title of your interviewee
   3. Relevant background information as an introduction to the topics, e.g., the relevance of each topic to Customer Experience Management.
   4. Company overview (Company background, products/services, mission / vision / values, and other CX-pertinent information)
   5. Summary of findings
   6. Summary of recommendations
4. Main Discussion
   Refer to section 3 above for the requirements which are to be answered. A summary is indicated below:Discussion of each topic
   This includes:
   1. Primary research findings
   2. Evaluation of the company’s CX practices in relation to relevant theories and concepts, highlighting strengths and weaknesses

Recommendations

1. TWO (2) relevant recommendations for the company. For example:
   • The company could have provided training for the staff that comprise… According to XXX article, …
   • The company should implement the following to obtain a more customer-centric culture… as supported by XXX article…
2. Wrap-up and conclusion

5. Appendices
   1. Photograph of in-person interview session, or screen capture of online interview session.
   2. Full transcript of the interview
   3. Reference List

Name all your documents submitted in the format “BM4364 ICA2_Class_Name_Admin Number”.

For example, BM4364 ICA2_HA_Soh Eazi_1234567A

Section 4.2 Submission via NYP LMS Turnitin

Previous section’s requirements are to be submitted through NYP LMS Turnitin latest by Sun, 13 Jul 2025, 2359 hours.

Turnitin is a cloud-based solution with capabilities in originality checking using their OriginalityCheck tool. OriginalityCheck allows your instructor to monitor assignment submissions and identify potential cases of plagiarism by automatically comparing submissions to an online database of original content. It is the responsibility of the learners to ensure that the matching text highlighted in the Turnitin similarity report is properly referenced.

Follow this Guide and video on how to submit your report in NYP LMS Turnitin.

Section 4.3 Rules and Penalties for Late Submission of Assignments and Project Deliverables

The following rules and penalties apply to assignments and project deliverables submitted after the due date:

Late submissions within 5 calendar days of the due date:

• If the learner passes the assignment/project, the awarded mark will be capped at 50% of the base score for that assignment/project component.
• If the learner fails the assignment/project, a failing score will be awarded for that assignment/project component.

Late submissions more than 5 calendar days after the due date:

• The learner will receive a score of zero for that assignment/project component, regardless of the work’s quality.

Section 4.4 Plagiarism and Use of Generative Artificial Intelligence (AI).

As agreed upon in the Academic Integrity Policy Acknowledgement you signed at the start of the semester, it is imperative that you adhere to the principles of academic honesty.

Section 5 Assessment Components

This assignment carries a total of 100 marks and constitutes 30% of the overall grade for the learning unit. The breakdown of marks is as follows: