Customer Experience Management (5 cr)

Evaluation scale

H-5

Content scheduling

Customer value management (CVM)
Customer experience Management (CEM)
New perspectives on the customer experience management
Digital customer experience
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.

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.

Execution methods

Learning approach
Although lectures, discussions and exercises will be used the learning approach of the course will be founded on problem and experiential based learning where knowledge and skills developments is made through application in a real-world setting.
Therefore, the learning process will be students driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on business model innovation and its application as a core part of the strategic management of the business.
Learning groups
Learning groups will be established from day one and will be used to support group's learning and for working on the integrative project that will be assigned to each group.
RDI Integration with the learning process
The learning process will be student driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on customer value management and the application customer experience principles and strategies.
The practical orientation and integration with development work will be accomplished through the following phases during the implementation of the integrated project work.
Note: All these will be made as development work for the student's company and to support the student s thesis process if the topic is related to CEM.

Accomplishment methods

Individual and team assignments.

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

Location and time

CONTACT WEEK: 11 to 14 Jan 2021
Adobe Connect (AC)
18.01.2021 - 8.02.2021

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.
Gary W. Millet & Blain W. Millet. Creating and delivering totally awesome customer experience. Art and science of customer experience mapping, 2002.
McKinsey & Company. Using customer analytics to boost corporate performance. Marketing Practice, January 2014.
Hilary lines & Jacqui Scholes-Rhodes. Touchpoint leadership. Kogan Page, 2013.
Bernd Schmitt. Experience Marketing. Concepts, Frameworks and Consumer Insights. Marketing vol4, no. 2 (2010), 55 - 112.
Hilary lines & Jacqui Scholes-Rhodes. Touchpoint leadership. Kogan Page, 2013.
Nicolas Maechler, Kevin Neher, and Robert Park. From touchpoints to journeys: Seeing the world as customers do. McKinsey & company, 2016

Teaching methods

Learning approach
Although lectures, discussions and exercises will be used the learning approach of the course will be founded on problem and experiential based learning where knowledge and skills developments is made through application in a real-world setting.
Therefore, the learning process will be students driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on business model innovation and its application as a core part of the strategic management of the business.
Learning groups
Learning groups will be established from day one and will be used to support group's learning and for working on the integrative project that will be assigned to each group.
RDI Integration with the learning process
The learning process will be student driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on customer value management and the application customer experience principles and strategies.
The practical orientation and integration with development work will be accomplished through the following phases during the implementation of the integrated project work.
Note: All these will be made as development work for the student's company and to support the student s thesis process if the topic is related to CEM.

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.

Student workload

5.00 ECTS credits, 133 h
Lectures 20hrs
Contact week session: 32h
Independent studies 81h

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.

Qualifications

NULL

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 introduces and the first assignment made.