Managing Customer Experience
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.
Module 1 – Foundations of customer experience management
- Introduction to customer experience
- Touchpoints and goals
- Customer journeys
- Designing and innovating experiences
Module 2 - Measuring customer experiences
- Measuring and understanding cognition
- Emotions what it is and how is it measured
- Cognitive, sensory, and social measurements
- Neuroscience tools
Module 3 – The digital customer experience
- Customer experiences in the context of digital marketing
- Digital multisensory marketing
- Human-computer interaction and interaction design
Module 4 – Applying the knowledge
This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.