Customer insight and customer service (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 analyse 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 organisations 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

You know how to
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

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

Timing of exams and assignments

6.5.2019, 20.5.2019, 2.12.2019

Evaluation scale

1-5

Assessment methods and criteria

Completed tasks and final exam

Assessment criteria, good (3-4)

You can a) use the professional tools expertly in different situations b) can work as a team member for expert tasks in the workplace as well as to note and describe the professional problems c) can evaluate the activities of the customer, user and target group situations d) determine the appropriate models, methods, software and techniques, and to justify the selection of such e) can apply critical thinking of ethical principles

Qualifications

Customer-oriented marketing