Customer intelligence (5 cr)

Objective

As the result of this study unit you will be able to
* explain the factors of customer value
* define various customerships
* plan a customer vision and customer strategy for an organisation
* classify and analyse customerships using related tools
* interpret customer analyses and plan development actions.

Content

* How to explain the factors of customer value?
* How to define various customerships?
* How to plan a customer vision and customer strategy for an organization?
* How to classify and analyse customerships using related tools?
* How to interpret customer analyses and plan development actions?

Course material

1. The book referenced below will be partially used in the course. It is not mandatory to have it. All important material will be given to you as a handout.
Peppers, D. & Rogers, M. 2017. Managing customer experience and relationships: A strategic framework. Third edition. Hoboken, New Jersey: John Wiley & Sons, Inc.
2. The other book is Business Intelligence (link to the book: https://images.app.goo.gl/7uF6XjtukWSnZaSv 8), and you have to read at least chapter 5: Customer Intelligence before the first meeting. The chapter will be on the info page in Learn, and you can read it in advance. If you want to learn more, then you have to buy the book.
3. The material and the plan for completing the course are in Learn, and you will get the key at the beginning of January.

Study forms and methods

The course is completed as scheduled in student timetables.

RDI and work-related cooperation

Students complete a report based on their organisational RDI context. The objective is to evaluate customer relationship practices in their organisations.

Timing of exams and assignments

All assignments and deadlines are mentioned in Learn.

Student workload

The course has 3 contact days, and in addition, students have to input at least 50 hours of their time for the tasks and preparation of the final report.

Further information

If you want to ask anything regarding the course, please contact Slaveya. slaveya.hamalainen@xamk.fi

Evaluation scale

1-5

Assessment methods and criteria

Evaluation based on peer and individual assessment + points from the assignments graded by the teacher.

30% - Class participation: group discussions on case studies and the course content
20% - One graded individual assignment and one individual case write-up, also graded
50% - Group presentation and report (details in class) + opponent evaluation

50% - pass
51 - 60% - 1
61 - 70% - 2
71 - 80% - 3
81 - 90% - 4
91 - 100% - 5

Qualifications

No prerequisities