Description
The focus of this assignment is to identify and investigate a customer experience trend of your choosing. Through an in-depth review, you will develop a personal understanding of atrend associated with experience delivery. The focus of this assignment is to develop an understanding of what the future of your selected trend will look like and how that will impact our industry’s ability to deliver quality customer experiences.
Requirements
To successfully meet the requirements of this assignment as outlined in the included evaluation rubric, you are required to identify an appropriate topic related to course content, conduct an investigation into the potential of the experiential topic and report your analysis of this trend (10pages minimum, double spaced):
1. Topic Selection:Your experience-focused topic should be a current trend with potential implications to your selected industry (an issue is different than an individual product, which is considered part of a trendor an illustrative example). You should identify a topic of interest to businesses while simultaneously building your skills. The first section should include: (1 page)
A. A10-12 sentence introduction to your trend
B. Definitions/key thoughts or ideasassociated with your trend
C. Why this is an important trend that will impact the future of customer experiences and not just a topic of personal interest
2. Analysis:Present information to clearly outline the current status of your trend and what is generally known or understood about its current status. It is important to frame your discussion from a multi-point perspective and synthesize what you have learned from the investigation phase. You should include(3-4 pages):
A. A history, background and timeline of your trend and how it has changed and morphed into its current state.
B. Pros and cons of how your trend is impacting industry and what it means to industrysuccess (i.e., use a business analysis tool of your choice to evaluate the impacts of the topic on your selected industry).
C. A demonstration of your issue in action. This should include two examples of how organizationsoutside of your industryare addressing the changing landscape dictated by your experience-centric trend.
3. Core Issue Knowledge:Present the five most relevant points or subtends that are currently shaping the future of your selected trend (bullet points with 10-12 sentence description). These are ‘things’ that are currently happening, should be relevant to the current status of your topic, and helps clarify the future of your selected topic or issue. (1-2 pages)
4. Professional Interview: You will need to conduct an interview with a professional in your area of interest and focus on gaining practitioner insight or an ‘on the ground’ view of the trend. Within this section, you will need to list the interviewee’s bio (no more than 5-7 sentences), the five questions you asked and a summarization of those results (again, no more than 5-7 sentences overview). (1 page)
5. The Future:Within the final section, you will integrate the results of the previous sections in illustrating/demonstrating the future of the trend. Provide your fact-based opinion on the multiple paths or potential future of your selected topicby describing what the future may hold. This can be accomplished by referencing current knowledge or literature, providing specific examples from industry and your personal knowledge, and then projecting what that future may hold. Your insights should include at least three different possible future implications by building on what the current conversation is in order to inform the future or potential changes to the issue. (2 pages)
Remember, the focus of this assignment is for you to become an expert in a current trend affecting your chosen industry so you can speak with industry professionals (say, during an interview) with an uncommon level of expertise demonstrating you know your industry and have an idea of where the future is going as it relates to customer experiences.
Submissions & Reporting
When submitting your assignment, there will be four checkpoints and one final submission. For the checkpoints, you will be required to submit each a working draft of each section into the appropriate dropbox on Learn@UW-Stout before the start of the scheduled discussion date. These submissions can be in ‘rough draft’ form and are meant to help ensure you are working on your final assignment. In addition, you will be required to summarize your submitted checkpoints to the entire class (think: informal presentation) in two minutes or less. The final submission must combine all of the sections into a complete, final report. The submissions for this assignment will include:
1. Checkpoint I: Section 1 (Introduce your trend)
2. Checkpoint II: Section 2 (Detail your trend)
3. Checkpoint III: Section 3 (Five relevant points)
4. Checkpoint IV: Section 4 (Interview results)
5. Final submission: All sections in a final report
Evaluation Rubric**
Evaluative Points Exceptional Proficient Developing Incomplete
Topic Analysis
(20%) Identifies creative, focused topic addressing potentially significant area of interest; illustrates key topics and importance of the topic to industry Identifies a focused topic that addresses relevant topics associated with course content; includes relevant information relating to the selected issue or topic
Identifies a topic that is well understood, too broadly focused;missing information relating to the importance and key component of the trend
Identifies a topic of limited interest or broadly understood topic, not focused; information provided does not illustrate importance
Analysis
(30%) Synthesizes current information from a range of sources;advanced business analysis tool is applied to the situation; two illustrative examples from outside of target industry presented
Presents current information from focused sources; a basic business analysis tool is used (SWOT); two examples from outside of the target industry presented
Presents information from limited sources and narrow points of view, incomplete or improperly business analysis tool used; two examples are presented
Information from irrelevant sources, no business tool used to evaluate the business environment; one or incomplete examples are presented
Core Issues & Interview
(25%) Core issues demonstrate mastery and integration of the presented issue; interview questions& summary are thoughtful and future looking
Issues are relevant and broadly related to the presented issue; interview questions& summary are focused on current practices Issues are narrowly focused or lack range/depth of analysis; interview questions & summary are general in nature and do not incorporate current knowledge Issues are a summary of published information; interview information is missing or lacks substance or depth
Conclusion/
Future
(25%) States a conclusion that is logical from provided information; projects potential implications or topic changes; advances issue thought through multiple well-thought implications Conclusion focused solely on historical or present day information; no extrapolation of future potential; contributes to topic discussion through a couple of future implications
General conclusion that does not draw upon provided information;personal opinions not supported; mimics current information with minimal support or explanation for future implications States an ambiguous, illogical or unsupportable conclusion; does not contribute to the conversation around the issue; lacks a future-looking perspective on the issue
**A total of 10% of total assignment value can serve as a grammar and professionalism adjustment. Students are expected to use correct grammar, professional style, appropriate language, organization of the paper that matches the assignment and clearly always clearly stating their thoughts using business-appropriate writing.
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