2023/2024
Управление клиентским опытом в омниканальной среде
Статус:
Маго-лего
Кто читает:
Департамент маркетинга
Когда читается:
3 модуль
Онлайн-часы:
20
Охват аудитории:
для своего кампуса
Преподаватели:
Пантелеева Елена Константиновна
Язык:
английский
Кредиты:
3
Контактные часы:
16
Course Syllabus
Abstract
The “Omnichannel customer experience management” is an elective course, and it is delivered to the first year master students of the Master program “Marketing Management”. The course length is 152 academic hours in total of which 16 are hours of syncronous interactions and the rest is devoted to self-study. The course addresses theoretical foundations of customer-centricity and omnichannel customer experience management (OCEM), customer experience concept and CEM framework as well as best practices of OCEM. Particular attention is given to the effects of customer experience. Within the framework of course project, students will learn to conduct customer experience research, plot customer journey map (CJM), design customer experience, and prove the positive impact of this new experience on company’s business performance.
Learning Objectives
- The main objectives of the course are to develop a complex representation of basic principles of customer-centricity and omnichannel customer experience management (OCEM), improve learners ability to conduct customer experience research and equip them with a ‘tool box’ applicable for efficient and effective implementation of OCEM programs
Expected Learning Outcomes
- Applies customer experience management framework
- Applies competitive experiential benchmarking
- Understands the connection between customer experience, customer loyalty and company's bottom line
- Reasons why companies should invest / should not invest in CX
- Defines customer experience
- Distinguish traditional marketing and experiential marketing practices
- Defines the structure of the CX construct and set of managerial stimuli company can use to affect CX
- Reflect on managerial stimuli/factors companies can use to influence CX
- Identifies basic characteristics of the product-centric and customer-centric approach
- Reflects on the level of customer-centricity of companies
- Designs customer experience research methodology
- Defines valued customer (target segment) and creates persona profile
- Applies relevant methods of customer experience research (CER)
- Produces an omnichannel customer journey map
- Analyzes an experiential world of the customer
- Analyzes customer experience trends
- Develops an integrated measurement model linking customer experience metrics
Course Contents
- Introduction: why shall we study omnichannel customer experience management (OCEM)?
- Customer experience (CX) concept
- Customer centricity and omnichannel marketing
- Customer experience research (CER) and customer journey map (CJM)
- Customer experience management in omnichannel context
- Effects of customer experience on business performance
Assessment Elements
- Individual assignments500 words maximum
- Group projectFinal grade for the project = IF x ((Grade stage 1 + grade stage 2)/2), Where IF – is an impact factor (personal contribution to the project, 0 to 1) If you miss ____ seminars dedicated to the project (out of 3) without the serious reason, your personal grade for the project will be lower than the one of your team 1 seminar: -1 point 2 seminars: -2 points 3 seminars: -3 points
- P2P evaluationReview individual assignment of other students
- ExamExam will take place on StartExam platform
Interim Assessment
- 2023/2024 3rd module0.3 * Exam + 0.5 * Group project + 0.15 * Individual assignments + 0.05 * P2P evaluation
Bibliography
Recommended Core Bibliography
- Batat, W. (2019). Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1892531
- Daffy, C. (2019). Creating Customer Loyalty : Build Lasting Loyalty Using Customer Experience Management. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2092091
- Fader, P. (2012). Customer Centricity : Focus on the Right Customers for Strategic Advantage (Vol. 2nd ed). Philadeplphia: Wharton School Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=592677
- John Goodman. (2014). Customer Experience 3.0 : High-Profit Strategies in the Age of Techno Service. AMACOM.
- Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116–126. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=23691178
- Steven Walden. (2017). Customer Experience Management Rebooted. Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.pal.palbok.978.1.349.94905.2
- Understanding Customer Experience Throughout the Customer Journey. (2016). Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Recommended Additional Bibliography
- Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85–89. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=6553434
- Garg, R., Rahman, Z., & Kumar, I. (2010). Evaluating a model for analyzing methods used for measuring customer experience. Journal of Database Marketing & Customer Strategy Management, 17(2), 78–90. https://doi.org/10.1057/dbm.2010.7
- Loyalty Formation for Different Customer Journey Segments. (2019). Journal of Retailing, 95(3247), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001
- Maklan, S., & Klaus, P. “Phil.” (2011). Customer Experience: Are We Measuring the Right Things? https://doi.org/10.5281/zenodo.811413
- MCKNIGHT, C. (2017). Customer Journey Maps: A Path to Innovation and Increased Profits. EContent, 40(6), 20.
- Mebert, A., & Lowe, S. (2017). Blue Ocean Strategy : How to Create Uncontested Market Space (Vol. First edition). London: Macat Library. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1552203
- Peter Fader, & Sarah E. Toms. (2018). The Customer Centricity Playbook : Implement a Winning Strategy Driven by Customer Lifetime Value. Wharton School Press.