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

• Principles and Practice of Marketing, Jobber, any edition
• Marketing Theory, 3rd Edition, Baker & Saren
• Marketing: an introduction, 4th Edition Masterson

Study forms and methods

Contact session, individual and group tasks

RDI and work-related cooperation

• Case study analysis
• Group works and presentations
• Final group work

Timing of exams and assignments

• Case study
• Project work
• Group work and presentation

Course part description

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?

Further information

You are able to
a) use professional vocabulary systematically.
b) look for information in the key information sources of the field.
c) identify interrelated tasks.
d) work together with customers, users and target groups
e) Use the key models, methods, software and technologies of the professional field.
f) justify your actions according to the ethical principles of the professional field.

Evaluation scale

1-5

Assessment methods and criteria

• Case study analysis 20%
• Attendance and participation 20%
• Exam 60%

Qualifications

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