Study Guide

Objective

To develop the student’s ability to apply customer experience management (CEM) strategy as a core element of the digital 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 and the exploitation of such customer insight to deliver optimal experiences at all times and in defining business strategy, competitive differentiation (brand promise) and profitability in a digital business context. Lastly to offer student the ability to carry out demanding specialist tasks independently in the strategic management of customer experience through Touch-Point management and its exploitation to support marketing strategy and the strategic management of the business.

Main competences on the course: proactive development, operating in a workplace

Content

- Customer value management (CVM)
- Digital Customer Experience Management
- Types of customer experience
- Customer experience journey
- Branded Experience
- Leading the CEM strategy in an organization
- Touchpoints
- Voice of the customer (VOC) Management
- Touchpoints analysis
- Touchpoint data collection and analytic tools
- Analyzing and interpretation of customer insight data for strategic insights
- Use and implementation of CX analytics
- Presentation of development options and their possible implementation

Location and time

Online:
15.4., 17.30-20.30
22.4., 17.30-20.30
6.5., 17.30-20.30

Materials

Information available on the course moodle environment

Employer connections

There is one major development task which have to be made in steps. (More information is available on moodle)
The practical orientation and integration with development work will be accomplished with project task that will made with a real case company. Students have to source their own case companies for the course.

Exam schedules

The course require the delivery of a group report and the deadline are found in the moodle environment for the course.
Dealing with failed courses:
The consequence of a FAIL is that the assignment must be re-submitted again after considerable repairs and improvements.
Participation in next year's course (A Fail can only be administered when the total assignment shows the criteria of Fail.

Content scheduling

Information available on the course moodle environment

Further information

It is highly recommended that all students who which to take the course should participate in the contact week session. This is where the course will be formally introduced.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

1-2: The student
- has delivered the assignments, which are prepared generally according to the defined requirements.
- 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)

3 - 4:The student
- has delivered the assignments, which are prepared according to the requirements presented in the class.
- understands very well the subject matter concepts and is able to apply them correctly.
- also understands well the role of customer experience management, VOC and touchpoint management in the definition and application of digital business strategy, competitive differentiation (brand promise) and sources of profitability.
- is able to give useful development recommendations utilizing his/her knowledge and skills on the subject.

Assessment criteria, excellent (5)

5: The student
- has delivered the course assignments and these are prepared according to the requirements presented in the class.
- understands deeply the subject matter concepts and is able to apply them correctly.
- also understands well and is able to analyze critically different factors in the design and implementation of customer experience strategy in the case company. Use and implementation of CX analytics such as, analyzing and interpretation of customer insight data for strategic insights.
- is able to propose ideas for the conversion of the current business models of the case company through the exploitation of touchpoint data.
- is able to give useful development recommendations with proper argumentation in different situations.

Assessment methods and criteria

1 - 5

Assessment criteria, fail (0)

The student did not submit the course assignments or these assignments did not meet the minimal quality requirements presented in the class

Assessment criteria, satisfactory (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 (3-4)

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.