SLM 1004 Introduction to Customer Experience Management

SLM 1004 Introduction to Customer Experience Management

Course code: 
SLM 1004
Course coordinator: 
Anders Gustafsson
Carlos Velasco
Course name in Norwegian: 
Introduction to Customer Experience Management
Product category: 
Executive Short Learning Modules
2021 Autumn
Active status: 
Level of study: 
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Course type: 
One semester

There is an increase in focus on “customer experience” as a source of competitive advantage. Organizations and customers interact through a wide variety of physical, online, and mobile channels during various stages of the customer journey (before, during, and after purchase). Importantly, all these interactions need to be managed as marketing managers need to develop and sustain consistent brand experiences across these channels. 
This course introduces you to the field of customer experience management. We will discuss what customer experiences and customer experience management actually are and which insights organizations need to collect. 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.

Learning outcomes - Knowledge

Understand what a customer experience is and how it can be managed.
Understand how customer experiences can be formed in different contexts.

Learning outcomes - Skills

Creating different forms of illustration of customer journeys

General Competence

Understand how a change process for customer experience can be implemented to enhance customer experience.

Course content

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

Teaching and learning activities

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 list of literature for the course BIK 2954 Customer Experience Management can be found here. See also the curriculum in the learning portal and additional information


In all BI Executive courses and programs, 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".
Additional information

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.

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