Customer Experience CX Strategy Report Assessment

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

1. 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.

2. 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:

1. 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.

2. 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).

3. 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:

1. Introduction: Overview of CX and its relevance.

2. CX Definition and Importance: Theoretical underpinnings and practical significance.

3. Business Benefits: Mutual advantages for Amazon and customers; impact on loyalty, retention, and revenue.

4. CX Strategy Analysis: Detailed assessment of Amazon’s omnichannel customer journey in Australia.

5. Recommendations (if required): Suggestions for enhancing CX strategy based on evidence.

6. 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.

Step 6: Final Outcome

• A 1,000-word professional report was produced, addressing all assessment requirements.

• LO1 was achieved through discussion of CX significance, business performance, and mutual benefits.

• LO3 was achieved through detailed evaluation of Amazon’s seamless omnichannel journey in Australia.

• The report included tables for CX initiatives, examples of best practices, and actionable insights for management.

Learning Objectives Covered

1. Critical Understanding of CX:

   • Defined CX and explained its relevance to business success.

   • Showed measurable impact on customer loyalty, revenue, and competitive positioning.

2. Evaluation of Omnichannel Experience:

   • Critically analysed Amazon’s multi-channel integration, including website, mobile app, and delivery services.

   • Highlighted CX frameworks applied to real-world operations.

3. Professional Business Reporting Skills:

   • Presented evidence-based insights with a structured, executive-ready format.

   • Used APA 7th referencing for all sources.

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