Content, progress and pedagogy of the module

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.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• theoretical elements of the customer experience and the customer journey.
• consumer behavior across the customer journey, including choice architectures and nudging, and how a customer experience journey can be designed, delivered, and managed through relevant tools, including multi-channel and network perspectives.
• consumer values and their co-creation.
• cognitive- and affective based approaches to measure the customer experience.

Skills

The objective is that the student after the module possesses the necessary skills in:

• understanding and describing how customer experience management links to marketing and sales management.
• analyzing customer experience journeys for generating insight on their management and improvement.
• discussing practical and theoretical aspects of customer experience and customer journey designs.

Competences

The objective is that the student after the module possesses the necessary competences in:

• designing a customer experience journey based on a business case.
• mapping processes for evaluation and development of customer experience journeys.
• linking customer experience with value creation.

Type of instruction

For information see § 17.

Exam

Prerequisite for enrollment for the exam

• A prerequisite for participating in the exam is that the student has handed in written material.

Exams