Managing Customer Experience
This course aims to show a comprehensive framework for managing both digital and physical customer experience and various components of this.
WHY 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.
WHO IS THIS PROGRAMME FOR?
This course is relevant for marketers, customer managers, communications people, business developers, salespeople, analysts, consultants, designers, strategists.
TOPICS IN THIS COURSE INCLUDE:
- Foundations of customer experience management
- Measuring customer experiences
- The digital customer experience
- Applying the knowledge
Podcast: Introduction to Customer Experience Management
Listen lecturers Anders Gustafsson and Carlos Velasco talk about the course, and what you as a student can expect from attending.
This course is 15 credits and conducted through two physical course modules and an online module at the learning platform Insendi.
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 or other course materials.
Read the admission requirements for this programme.
There are no requirements for prior knowledge beyond the admission requirements.
Basic English skills are recommended.
Students attending the course are evaluated through an individual exam and a term paper. The individual exam accounts for 40% of the total grade.
The term paper accounts for 60% of the total grade, and may be written individually or in groups of maximum three persons. All evaluations must be passed to obtain a certificate for the course.
The exam and the term paper can be written in both english and norwegian.
Teaching language is Norwegian/Swedish.
Curriculum literature in English occurs.
Note that the exam and the term paper can be written in both english and norwegian.
A syllabus is available in the student portal for applicants who have been admitted to the programme. Username and password for the student portal will be sent to you before the start date.
The tuition fee is normally charged in two instalments, 1-2 weeks after the start of each semester. You will find the invoice under My invoice in the student portal.
See Tuition Fees at BI Norwegian Buisness School for complete overview.
Oslo: Autumn 2022
Module 1: 31.08 Digital
Module 2: 14.09 - 15.09
Module 3: 28.09 Digital
Module 4: 12.10 Digital
Module 5: 26.10 - 27.10
Module 6: 09.11 Digital
We reserve the right to make changes to the schedule.