Customer insights and customer experienceLaajuus (5 cr)

Objective

You are able to define and describe factors affecting the purchasing and consuming behaviour of different customer groups and define the segmentation criteria for target group selection.

You recognise the importance of buyer personas as a basis for developing customer insight and customer experience.

You can search for and analyse information to have better customer insight.

You are able to define and identify factors affecting customer experience as a whole.

Content

How do consumers, companies and organizations differ as customers?

What are customer personas, and how are they used as a basis for developing customer insight and customer experience?

How are customer relationships built, maintained and developed?

What does customer experience consist of, and how can it be developed and managed?

Accomplishment methods

Students can

a) know how to consistently use vocabulary related to customer insight and customer experience.

b) look for information in the key information sources of the field.

c) identify interrelated tasks related to customer insight and customer experience.