CES General Assessment Guidance
- Your summative assessment for this module is made up of this 2,500-word submission, which accounts for 100% of the marks.
- Please note that 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 2,500 words. You must comply with the word count guidelines. You may submit fewer than 2,500 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 is available for this module assessment, and you are required to achieve a minimum 50% to pass this module.
- You are required to use only the Harvard Referencing System in your submission. Any content that 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 Hub.
- BPP University has a strict policy regarding the 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 UPPs, which are available on the HUB in the Help and Support section under Documents and Forms.
- Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting language errors or if specified in the summative assessment brief. If you have used AI for any of these purposes, you should indicate this on the Assignment Cover sheet. For more information regarding acceptable and unacceptable use of AI, please enrol onto the Generative AI Foundations course on the HUB.
- 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.
CES Assessment Brief
You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific product 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 recreation/amusement park industry.
Industry Overview: Recreation/Amusement Park Industry
The global amusement parks market is experiencing significant growth, with projections indicating an increase from USD 74.2 billion in 2023 to approximately USD 132.5 billion by 2032, driven by a compound annual growth rate (CAGR) of over 5.5% during this period. The industry is a vibrant and competitive sector, with consistent growth driven by rising disposable incomes, urbanization, and increasing demand for family entertainment. Major players include Disney, Universal Studios, Six Flags, and regional operators- Chimelong (China) and Europa-Park (Germany)., offering a mix of thrilling rides, themed attractions, and immersive experiences. The Asia-Pacific region, particularly China and India, is a key growth market, while North America and Europe remain strongholds. Customer experience is central to the success of amusement parks, as it directly impacts visitor satisfaction, brand loyalty, and revenue. By focusing on seamless, memorable experiences, parks can ensure repeat visits and attract new audiences in an increasingly competitive landscape. As the industry evolves, customer experience remains a cornerstone of its growth and sustainability.
As of 2023, the top four global amusement park operators by revenue are Disney Experiences, Universal Destinations & Experiences, Merlin Entertainments and Six Flags Entertainment Corporation. These industry leaders continue to shape the global amusement park landscape through strategic expansions, innovative attractions, and a commitment to enhancing guest/customer experiences. Statista; Disney Annual Report; Stock Analysis; New York Post.
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Company |
Product/Service |
Country |
|
Disney Experiences |
A division of The Walt Disney Company, is the largest global amusement park operator by revenue, generating approximately $33.4 billion in 2023. With iconic destinations like Disneyland Resort, Walt Disney World, and international locations in Paris, Tokyo, Hong Kong, and Shanghai, Disney Parks attract millions annually. Known for immersive storytelling and unparalleled guest experiences, the parks feature world- class attractions, entertainment, dining, and themed accommodations. Disney continually innovates, leveraging beloved franchises such as Star Wars, Marvel, and Pixar to create new attractions, enhancing visitor engagement. Technological advancements, including the Genie+ reservation system, optimize guest experiences and reduce wait times. Sustainability is a priority, with initiatives to reduce waste and carbon emissions. Despite economic challenges, Disney Parks remain resilient, cementing their status as a leader in the global amusement park industry (Statista; Disney Annual Report). |
ANY |
|
Universal Destinations & Experiences |
A subsidiary of Comcast Corporation is a leading global amusement park operator with revenue of approximately $8.95 billion in 2023. The company manages a portfolio of iconic parks, including Universal Studios Hollywood, Universal Orlando Resort, and Universal Studios Japan, offering attractions based on blockbuster franchises like Harry Potter, Jurassic Park, and Minions. Renowned for its cutting-edge technology and immersive experiences, Universal integrates 3D and 4D rides, live-action shows, and detailed theming to captivate audiences. Recent expansions include Super Nintendo World, which has bolstered its global appeal. The company targets diverse markets with tailored offerings, ensuring relevance in key regions such as North America, Asia, and Europe. Universal also leverages robust marketing and partnerships to attract millions of visitors annually. Customer experience is central to its success, with ongoing investments in innovation, mobile technology, and guest services to maintain its competitive edge (Statista). |
ANY |
|
Merlin Entertainments |
Headquartered in the United Kingdom, is a leading global operator of visitor attractions, including theme parks, aquariums, and branded experiences. Renowned for its LEGOLAND parks, Madame Tussauds wax museums, and SEA LIFE aquariums, Merlin operates over 140 attractions in 25 countries. In 2023, the company reported revenues of approximately $2.3 billion, driven by a focus on family-oriented experiences and innovative partnerships with major franchises like LEGO and Peppa Pig. Merlin continually expands its footprint, with new LEGOLAND parks in emerging markets and enhancements to existing attractions. The |
ANY |
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company emphasizes customer experience through immersive storytelling, themed environments, and engaging activities, ensuring repeat visitation and high guest satisfaction. Sustainability is also a priority, reflected in eco-friendly initiatives across its parks and attractions. With a balanced portfolio and global reach, Merlin remains a significant player in the competitive recreation and amusement park industry (Blooloop). |
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|
Six Flags Entertainment Corporation |
Established in 1961 by Angus G. Wynne Jr., has evolved into a leading amusement park operator in North America. As of 2023, the company managed 27 parks across the U.S., Canada, and Mexico, offering a variety of attractions including roller coasters, water parks, and live entertainment. In 2023, Six Flags reported annual revenue of approximately $1.43 billion, reflecting a 4.98% increase from the previous year. On July 1, 2024, Six Flags completed a merger with Cedar Fair, creating the largest amusement park operator in North America, now overseeing 42 parks. The combined entity continues to trade on the New York Stock Exchange under the ticker symbol “FUN.” This strategic merger aims to enhance guest experiences and operational efficiencies across its extensive portfolio (Stock Analysis; Statista; New York Post) |
ANY |
You need to address the following tasks:
TASK 1: Discuss the role of customer experience contributions to the business success of your chosen company/product/service.
Guidelines:
- Ensure an introduction page enumerating the company choice, its product/service, location of operation and a very brief 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 a competitive advantage.
- Brief explanation of customer-centricity in customer experience and the implications for the business.
- Identify and explain three critical success factors amongst the following (Governance; Structure; Strategy & Process; Metrics; Corporate Culture; People) that contribute to successful customer experience implementation for your chosen company/product/services.
TASK 2: Develop a customer journey map for your chosen company/product using a Gen Z aged 20-27 years consumer persona.
Guidelines:
- Define and explain the concept- Consumer Persona & Customer Journey/Customer Journey Mapping
- Enumerate their role/relevance/importance/benefits in delivering a good customer experience consistently.
- Create a detailed persona for your chosen company/product/services 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 reveals about your chosen company/product/services company’s customer base.
- Offer strategic recommendations for enhancing customer engagement and experience based on the integrated analysis.
TASK 3: Identify and evaluate two relevant customer experience performance metrics for your chosen company
Guidelines:
- Definition and importance of CX performance metrics.
- Overview of the following common CX metrics used across industries- Customer Churn Rate; Customer Retention Rate; Customer Equity; Return On Customer; Customer Lifetime Value, Net Promoter Score & Customer Effort Score.
- Evaluate the two CX performance metrics relevant for your chosen company/product/services amongst the following above in yellow shade
- Justify the selection of each metric in relation to the organisation’s goals and customer expectations.
- Consider potential challenges in implementing and measuring the two metrics.
- Provide recommendations on how the organisation can effectively implement the two metrics.
TASK 4: Critically evaluate the omni-channel strategy of your chosen company/product/service
Guidelines:
- Provide a brief overview of your chosen company/product/services, including its market position, target audience, and product offerings.
- Describe your chosen company/product/services’ omnichannel 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 your chosen company/product/services ensure a seamless customer experience across channels. Discuss the technologies, processes, and organisational practices in place to support this.
- Identify any challenges your chosen company/product/services faces in maintaining a seamless omni-channel experience and discuss the solutions implemented to address these challenges.
- Ensure a conclusion page after task 4 is completed.
Presentation
The report must be in a 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
- Task 1. 700 words
- Task 2. 600 words
- Task 3. 500 words
- Task 4. 500 words
Conclusion 150 words
References
If you have consulted any source, either printed or online, 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 that 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 blue); 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.
