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?

Course material

Marketing Theory, 3rd Edition, Baker & Saren
Marketing: an introduction, 4th Edition, Masterson, Philips, Picton

Study forms and methods

Course is planned as part of daytime studies according to timetables.

RDI and work-related cooperation

Customer related projects carried out during the course.

Timing of exams and assignments

There will be no exam and no re-attempts for this course.

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.

Evaluation scale

1-5

Assessment methods and criteria

Evaluation will be based on participation, group discussions, completed tasks and main course assignment.

Qualifications

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