Customer experience management (5 cr)

Objective

Customer experience is an integrated customer assessment of all aspects of its interaction with the company based on his emotional perception and rational analysis. Customer Experience Management (CEM) is becoming an increasingly important factor in a company's long-term success, having a direct impact on brand perception, customer loyalty, and retaining customers.

Content

By the end of this course, students should be able to:
• Know and apply the most important tools and techniques used to create compelling customer experiences like Design Thinking Method
• Know and be able to use in creating customer experiences the latest research on consumer behavior, human decision making
• Know the difference between B2C and B2B settings and its implication for CEM
• Know and apply the strategy of CEM in marketing and management in general
• Know how to analyze and create the customer journey map

Course material

This course is carried out in Learn digital environment. It is designed to provide participants with the management and customer service skills required to succeed in a service management career.

Recommended study books:
- Meyer C., André Schwager A., 2021 Understanding Customer Experience
- Gavrilescu M. et.al, 2020 Customer Experience in eCommerce (eBook)
- Prior, Daniel D.,, 2023 B2B customer engagement strategy : an introduction to managing customer experience
- Martin, James W., 2021 Operational excellence : breakthrough strategies for improving customer experience and productivity

Study forms and methods

This is a non-stop course. In nonstop courses students have 2-3 months time to do their studies. Exact dates the students get from their invitation letter. 
There are no live lectures or group work in this course.

Online studies according to the self controlled schedule accelerate studies.

RDI and work-related cooperation

Learning requires that you familiarise yourself with the topics covered in the Study Course and master them both in theory and in practice. You demonstrate your competence as evidence of competence, the extent of which is determined by the learning objectives of the course.

Timing of exams and assignments

Each course topic has a test or quiz. At the end of the course you are supposed to pass the final course test. All tests and quizzes are graded automatically and time limited.

Student workload

The course is 5 ECTS.
The student's workload is 135 hours. However, the amount of work depends on your study skills and previous knowledge.

Course part description

Study course themes:
- Marketing in the experience economy
- Customer experience concept
- Design thinking, customer journey map
- Engaging customers in co-creation process
- Building a customer experience culture

In each implementation, you will find a theory part related to the topic. Themes are clarified and deepened during the topics and independently by familiarising yourself with the study material.

Evaluation scale

Approved/Failed