BIK 2954 Customer Experience Management
Customer experience management has been on the agenda for most organizations lately but what is it and how can it be used to improve perceptions of brands, customer satisfaction and/or profitability? Customers will always have an experience with an offering – it is impossible not to have one! The goal of this course is to give and overview of the area and equip the participants with some of the tools that is useful to capture and understand customer experiences.
We will discuss what customer experiences and customer experience management actually are and which insights organizations need to collect in order to better manage experiences. We will also illustrate how organizations can optimize the customer journey, outline how servicescapes/experiencescapes can support the customer experience, and finally, demonstrate how adopting a customer experience management logic requires the entire organization to become more customer centric.
The customer experience is comprised of cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction with a (set of) market actor(s). For this reason, this course will also cover various ways of conceptualizing, measuring, and capturing customer experiences in order to derive insights that result in competitive advantage for firms.
Finally, this course will also cover customer experiences in light of the changing landscape of digital technologies. In particular, it will build on marketing, psychology, and human-computer interaction (HCI), to conceptualize customer experiences in offline, mixed reality (offline and online), and virtual environments.
Develop a general understanding of the area of experience management.
Understand the notion of customer experience and customer journeys and be able to understand how to identify customer pain and pleasure points
Learn about the role of emotions and multisensory aspects of brands and brand touchpoints in customer evaluations and product choices.
Understand the changing landscape of digital touchpoints and the role of digital technologies in mixed reality (offline and online) customer experiences.
Critically think about customer experiences.
Tools and techniques to manage customer experiences.
Customer journey mapping.
Brand touchpoint multisensory and affective evaluation.
Mixed reality experiences development.
Managing customer experiences (eg. capturing customer journeys, identifying key performance indicators, creating new solutions) across multiple touchpoints and channels.
Introduction to customer experience management
Measuring customer experiences
The digital customer experience
The course is 100% web based. The teaching takes place online and consists of webinars and other digital learning elements, such as educational recordings, podcasts and video clips.
The course is part of the SLM course series, Customer Experience Management, which consists of the SLM courses SLM 1004 Introduction to Customer Experience Management, SLM 1005 Measuring Customer Experiences, and SLM 1006 The Digital Customer Experience. The courses are based on the course BIK 2954 Customer Experience Management, 7.5 ECTS. If you have completed three courses from the same SLM course series, and meet the admission requirements to take the BI exam, you can take an exam within that course series, which gives a total of 7.5 credits.
Higher Education Entrance Qualification
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|100||No||72 Hour(s)||Individual||72 hour take home exam.|
|Form of assessment:||Written submission|
|Comment:||72 hour take home exam.|
|Exam code:||BIK 29541|
|Resit:||Examination when next scheduled course|
Student's own work with learning resources
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.