MAN 5191 Managing Customer Experience

MAN 5191 Managing Customer Experience

Course code: 
MAN 5191
Department: 
Marketing
Credits: 
15
Course coordinator: 
Anders Gustafsson
Carlos Velasco
Course name in Norwegian: 
Managing Customer Experience
Product category: 
Executive
Portfolio: 
Executive Master of Management
Semester: 
2022 Spring
Active status: 
Active
Level of study: 
Master
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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 present this area and provide the participants with some of the tools that is useful to capture and understand customer experiences.

Almost all business exchange is performed during service encounters using various touchpoints (e.g., physical, digital, voice) with a firm. When combined, these encounters turn into customer journeys or the process a customer goes through to do business with a firm. The core of these encounters is interactions with employees, technology, and other customers. What customers experiences when doing business with a firm needs to be properly managed – hence managing the customer experience. Customer experiences, in turn, is a multi-dimensional phenomenon that is said to include cognition, emotions, behavior, sensory, and social dimensions (Lemon and Verhoef, 2016).

This course aims to show a comprehensive framework for managing both digital and physical customer experience and various components of this (e.g., channels, touchpoints, journeys, and interactions). This includes to learn the use of established tools to measure cognition as well as the use of newer tools to measure emotions (e.g. galvanic skin response and eye-tracking). We will also focus on sensory aspects of customer experience (scent, touch, and vision) as well as managing the customer experience in various interactions across channels.

Learning outcomes - Knowledge
  • Critical reflection on the nature and scope of customer experience management.
  • Analysis of the theoretical basis for understanding customer experience and assessing performance.
  • Acquire in-depth knowledge on the customer experience and customer, and customer pain and pleasure points.
  • Develop a comprehensive understanding of the role of emotions and multisensory aspects of brands and brand touchpoints in customer evaluations and product choices.
  • Learn how a business competes based on managing customer experiences.
  • Critical analysis of the necessary ingredients to create service customer experiences.
  • Understanding and assessing the changing landscape of digital touchpoints and the role of digital technologies in mixed reality (offline and online) customer experiences.
  • Critically think about the ethical implications of customer experience management.
Learning outcomes - Skills
  • Critically think about customer experiences.
  • Understand, use, and explain common theories within the area of customer experience.
  • Apply some concrete tools such as creating customer personas, customer journey mapping.
  • In-depth knowledge different measures of customer experience and why they are useful.
  • Know how to manage the interaction between physical and digital interactions across channels.
  • Develop a deep analysis of customer experience performance using specific frameworks, strategies, and tools from the field.
  • Understand the relationship between various touchpoints and different channels in the customer journey.
  • Mixed reality experiences development.
  • Present ideas and solutions to issues relating to customer experience and be able to create a plan for improvement.
General Competence
  • Managing customer experiences (eg. capturing customer journeys, identifying key performance indicators, creating new solutions) across multiple touchpoints and channels.
Course content

Module 1 – Foundations of customer experience management

  1. Introduction to customer experience
  2. Touchpoints and goals
  3. Customer journeys
  4. Experiencescapes
  5. Designing and innovating experiences

Module 2 - Measuring customer experiences

  1. Measuring and understanding cognition
  2. Emotions what it is and how is it measured
  3. Cognitive, sensory, and social measurements
  4. Neuroscience tools

Module 3 – The digital customer experience

  1. Customer experiences in the context of digital marketing
  2. Digital multisensory marketing
  3. Human-computer interaction and interaction design
  4. Ethics

Module 4 – Applying the knowledge
Project

Teaching and learning activities

The course is conducted through two physical course modules and an online module at the learning platform Insendi, a total of approximately 75 lecturing hours over one semester.

Project tutorials differ in each Executive Master of Management course. It will consist of personal tutorials and tutorials given in class. Generally, the students may expect consulting tutorials, not evaluating tutorials. The total hours of tutorials offered is estimated to 2 hours per term paper.

Please note that while attendance is not compulsory in all courses, it is the student's own responsibility to obtain any information provided in class that is not included on the course homepage/ itslearning or other course materials.

The students are evaluated through a term paper, counting 60% of the total grade and a 72 hours home exam counting 40%. The term paper may be written individually or in groups of maximum three persons. All evaluations must be passed to obtain a certificate for the course. 

The term paper is included in the degree’s independent work of degree, cf national regulation on requirements for master’s degree, equivalent to 9 ECTS credits per. course. For the Executive Master of Management degree, the independent work of degree represents the sum of term papers from all the taken courses/programmes.

In all BI Executive courses and programmes, there is a mutual requirement  
for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.
 

Software tools
Software defined under the section "Teaching and learning activities".
Qualifications

Bachelor degree, corresponding to 180 credits from an accredited university, university college or similar educational institution
The applicant must be at least 25 years of age
At least four years of work experience. For applicants who have already completed a master’s degree, three years of work experience are required.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MAN 51911
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
60No1 Semester(s)Group/Individual (1 - 3)Term paper, counts 60% of the final grade.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MAN 51912
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
40No72 Hour(s)Individual Home exam, Counts 40% of the final grade.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Comment:Term paper, counts 60% of the final grade.
Exam code:MAN 51911
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:No
Grouping (size):Individual
Duration:72 Hour(s)
Comment:Home exam, Counts 40% of the final grade.
Exam code:MAN 51912
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
45 Hour(s)
Student's own work with learning resources
100 Hour(s)
Readings
Digital resources
30 Hour(s)
Individual work with digital content
Group work / Assignments
100 Hour(s)
Work in digital working groups
Submission(s)
125 Hour(s)
Work with term paper
Sum workload: 
400

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 15 ECTS credit corresponds to a workload of at least 400 hours.