Customer Insight and Service Design (5 cr)

Evaluation scale

H-5

Content scheduling

Methods of describing the customer
Customer data and information sources
Quantitative Survey research
Qualitative interview research
Service design methods
Usability testing
Reporting of research findings

Objective

On successful completion of the course, student can recognize different sources of customer information. Student can build a relevant customer persona/profile based on different data and research. Student can utilize quantitative and qualitative methods. Student can combine different kinds of information to gain customer insight. Student understand the role and meaning of service design. Student can utilize the service design and co-creation processess and methods. Student can design a simple usability test.

Content

* relevant customer persona/profile
* quantitative and qualitative methods
* service design and co-creation processess and methods.
* test

Location and time

Lessons and guidance sessions are during daytime.
Spring 2023 in Tornio Campus.

Materials

Learning materials will be available in course Moodle.
List of useful literature: https://luc.finna.fi/lapinamk/List/1213924

Teaching methods

Hybrid lessons in class room and Zoom simultaneously.
Guidance sessions in Zoom.
Workshop on Campus Days 27.4.2023 and 28.4.2023 in Tornio.
Independent work on assigments.
Exercises on qualitative and quantitative research techniques.
Written assignments.
Group learning project.
Peer feedback for other groups
Self-assessment of group work results and process.
Course feedback.

International connections

This course is offered also for our exchange students.

Student workload

5 ECTS is 135 hours of student work.

Assessment criteria, satisfactory (1)

Student recognizes some different sources of customer information. Student knows how to collect data and information using a relevant method. Student knows how to form a simple but relevant customer persona/profile. Student recognizes some key processes and methods of service design and co-creation and their role in business development. Student understands the idea of usability testing and knows some practical testing methods.

Assessment criteria, good (3)

Student recognizes some key sources of customer information. Student can collect data and information using a relevant method and assess the reliability of results. Student can use different kinds of information to form a detailed customer persona/profile. Student recognizes the key processes and methods of service design and co-creation and knows how to apply them practically. Student knows the method and process of usability testing and can design a simple usability test.

Assessment criteria, excellent (5)

Student recognizes relevant sources of customer information. Student can collect data and information using different methods in reliable way. Student can combine information to gain customer insight to form a customer persona/profile for practical business problem solving. Student can apply service design and co-creation processes and methods in practical business situation. Student can design a simple usability test and knows how to use the results in improving the usability of application or website.

Further information

Prior knowledge:
Basics of marketing
Knowledge of Customer Experience is useful, but not necessary
Office tools