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

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.