Customer experience is an increasingly important priority among executives and may allow for a competitive edge of firms in service-dominant economies. Customer experience can be defined as the “sum total” of a customer’s individual interactions with a company and its offerings over time.
The management of the customer experience throughout the customer journey has evolved as a multi-facetted and overarching approach to firm operations. It is multifaceted by spanning from for example social-identity experiences to sensory impressions of a particular offering that enter into customers’ minds. It is overarching by integrating long-standing roots across different fields of marketing, such as customer buying behavior process models, customer satisfaction, service quality, and customer centricity.
Marketing managers alike analysts and designers of the customer experience need to understand how experiences are generated along the customer journey and how the organization’s offerings look from the customer’s perspective. Measuring the customer experience and mapping the customer journey can eventually help managers to increase customer loyalty, word-of-mouth, and share of wallet. Internally, a better understanding of what a market offer looks like from the consumer’s viewpoint can help in creating organizational alignment and deliver a seamless experience as seen from the customer’s perspective.
The objective is that the student after the module possesses the necessary knowledge on:
The objective is that the student after the module possesses the necessary skills in:
The objective is that the student after the module possesses the necessary competences in:
For information see § 17.
|Name of exam||Customer Experience Management and Value Co-Creation|
|Type of exam|
Oral examGroup examination with max. 5 students. The student may also choose to write the project alone
|Assessment||7-point grading scale|
|Type of grading||External examination|
|Criteria of assessment||The criteria of assessment are stated in the Examination Policies and Procedures|
|Danish title||Kundeoplevelser og værdiskabelse|
|Language of instruction||English|
|Location of the lecture||Campus Aalborg|
|Responsible for the module|
|Study Board||Study Board of Economics and Business Administration|
|Department||AAU Business School|
|Faculty||Faculty of Social Sciences and Humanities|