SLM 1005 Measuring Customer Experiences

SLM 1005 Measuring Customer Experiences

Course code: 
SLM 1005
Course coordinator: 
Anders Gustafsson
Carlos Velasco
Course name in Norwegian: 
Measuring Customer Experiences
Product category: 
Executive Short Learning Modules
2021 Autumn
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Course type: 
One semester

Customer experience is comprised of the cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction with a (set of) market actor(s). The focus in this course is various ways of measuring and capturing customer experiences and to make sense of these measures.

Learning outcomes - Knowledge

Understanding that measuring customer experiences is a multifaceted endeavor
Understand how emotions influence customer behaviour
Understand the role of our senses (sight, hearing, touch, smell, taste) in the formation of specific customer experiences

Learning outcomes - Skills

Understand how customers may be nudged to make decisions.
Conceptualize and understand drivers of customer experiences.
Develop tracking procedures for drivers of customer experiences.

General Competence

Have a sense of new ways of measuring experiences
Have an over-view of various tools

Course content

1. Measuring and understanding cognition
2. Emotions what it is and how is it measured
3. Sensory measurements
4. Neuroscience tools

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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