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:
12.1., 9-12
15.5., 17.30-20.30
22.5., 17.30-20.30
31.5., 17.30-20.30

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.