Introduction to Customer Experience Management

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. 

TOPICS IN THIS COURSE INCLUDE:

• Introduction to customer experience
• Touchpoints and Goals
• Customer Journeys
• Experiencescapes
• Designing and innovating experiences

Faculty

Anders Gustafsson is research professor at the Marketing Department, BI Norwegian Business School. His area of expertise is marketing, retailing, customer experience and customer satisfaction.

Carlos Velasco is an Associate professor at the Marketing department, BI Norwegian Business School where he co-founded the Centre for multisensory marketing. Velasco’s work is at the intersection between psychology, marketing and human-computer interaction.