Customer insight and customer experience (5 cr)

Objective

You are able to describe a company’s customer related processes and define what factors contribute to good customer service. You are able to define and describe factors affecting the purchasing and consuming behaviour of different customer groups. You are able to define and identify factors affecting customer experience as a whole. You are able to search for and analyze information to have better customer insight.

Content

What does the customer process mean and what is its role in business? How do consumers, companies and organizations differ as customers? What does customer experience consist of and how are you able to gain insight into it? How are customer relationships built, maintained and developed? What are the components of good customer service?

Evaluation

Students can
a.use professional vocabulary systematically
b.look for information in the key information sources of the field
d. work together with customers, users and target groups

Course material

Opettajan antama materiaali, löytyy Learnista. Opintojakson kirja: Bergström Seija & Leppänen Arja, Yrityksen asiakasmarkkinointi, Edita, 2015

Further information

Opintojaksolle on suositusaikataulu Learnissa ja opinnoissa voi edetä omaan tahtiin. Opintojaksolla tehdään itsenäisesti oppimistehtäviä ja opintojakson lopussa on verkkotentti.

Evaluation scale

1-5

Assessment methods and criteria

Arviointi oppimistehtävien ja verkkotentin perusteella.

Qualifications

Customer-oriented marketing (5 ECTS credits), or equivalent knowledge