Study Guide

Objective

To develop and demonstrate the student’s ability to apply customer experience management (CEM) strategy as a core element of customer value management. This includes new perspectives on the customer experience management and exploitation of touchpoint data to support marketing and business decisions. To use selected methods for analyzing the customer experience strategy and process of a company. Lastly to offer a student the ability to carry out demanding specialist tasks independently in the strategic management of CEM through Touch-Point management and its exploitation to support marketing strategy and the strategic management of the business.

Content

Customer value management (CVM)
Customer experience Management (CEM)
New perspectives on the customer experience management
Types of customer experience
Customer experience lifecycle
Customer experience
The Effective Experience principles
Branded Experience
Leading the CEM strategy in an organization
Customer insight management with customer touchpoints data
Touchpoints
Voice of the customer (VOC) Management
Touchpoints analysis
Touch-Point management
Touchpoint data collection and analytic tools
Analyzing and interpretation of customer insight data for strategic insights
Obtaining quantitative measures and descriptions about customers and their perception
Use and implementation of analytics
Presentation of development options and their possible implementation

Qualifications

NULL

Assessment criteria, satisfactory (1)

Grades 1-2: The student has delivered the assignments, which are prepared generally according to the defined requirements. The student understands mostly correctly the subject matter concepts and is able to apply them. However, there is a room for development in the content of the assignments. Business challenges and recommendations are rather general and are not elaborated in details.

Assessment criteria, good (3)

The student has delivered the assignments, which are prepared according to the requirements presented in the class. The student understand very well the subject matter concepts and is able to apply them correctly. The student also understands well the role of customer experience management and touchpoint management in the definition of the business strategy, competitive differentiation (brand promise) and profitability. Additionally, the student is able to give useful development recommendations utilizing his/her knowledge and skills on the subject.

Assessment criteria, excellent (5)

The student has delivered the course assignments and these are prepared according to the requirements presented in the class. The student understand deeply the subject matter concepts and is able to apply them correctly. The student also understands well and is able to analyze critically different factors in the design and implementation of customer experience strategy in the case company. In addition, the student is able to propose ideas for the conversion of the current business models of the case company through the exploitation of touchpoint data. Moreover, the student is able to give useful development recommendations with proper argumentation in different situations.

Materials

Collin Shaw. The DNA of customer experience. How emotions drive values. Palgrave, 2007.
Douglas Conant & Mette Norgaard. Touchpoint. Creating powerful leadership connections in the smallest of moments. Jossey-Bass, 2011.