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 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 in to 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

Bergström, Leppänen. Yrityksen asiakasmarkkinointi, Edita 2015, luvut 3 ja 6
Gerdt Belinda. Digiajan asiakaskokemus - Opi kansainvälisiltä huipuilta. Alma Talent 2018.

Student workload

1 op = 27 työtuntia, 5 op = 135 työtuntia

Further information

Lähiopetustunnit kaksi kertaa viikossa sisältävät luentoja ja ryhmässä toteutettavia tehtäviä. Näiden lisäksi toteutetaan itsenäisiä oppimistehtäviä sekä yrityscase.

Evaluation scale

1-5

Qualifications

Customer-oriented marketing