Master
2021/2022
Customer Centricity and Customer Experience Management Practices
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Elective course (Marketing: Digital Technology and Marketing Communications)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
2 year, 1, 2 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Elena Panteleeva
Master’s programme:
Маркетинг: цифровые технологии и маркетинговые коммуникации
Language:
English
ECTS credits:
4
Contact hours:
32
Course Syllabus
Abstract
The “Customer-centricity and best practices of customer experience management” is an elective course, and it is delivered to the second year master students of the Master programs “Marketing: Digital Technology and Marketing Communications” and “HR analytics”. The course length is 154 academic hours in total of which 32 are class hours and the rest is devoted to self-study. The course addresses theoretical foundations of customer-centricity and customer experience management (CEM), customer experience concept and best practices of CEM, as well as specific issue how to engage customers and other stakeholder groups in a value co-creation process. Particular attention is given to the organization of CEM including financial and human resources. 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 goal of this course is to develop a complex representation of basic principles of customer-centricity and customer experience management, and equip students with a ‘tool box’ applicable for effective implementation of CEM programs
Expected Learning Outcomes
- Analyses an impact of external factors on customer experience strategy
- Analyzes customer journey
- Applies competitive, experiential benchmarking
- Applies customer experience concept for the analysis of real life customer experience
- Applies customer experience management framework
- Compares co-creative activities
- Defines valued customer (target segments)
- Explains the difference between traditional and experiential marketing
- Explains the links between CX, customer loyalty and company's bottom line
- Knows key definitions (customer-centricity, experience economy, experiential marketing, etc)
- Plots CJM using Miro templates
- Understands how to engage different stakeholder groups in co-creation process
- Understands the difference between CRM and CEM
Course Contents
- Introduction: theoretical foundations of customer-centricity and customer experience management
- External marketing environment changes and business transformation
- Customer experience concept and customer journey map (CJM)
- Customer experience management
- Engaging customers and other stakeholders in a co-creation process
Assessment Elements
- Homework
- Group projectThe final grade for the project = ((Grade for stage 1 + Grade for stage 2)/2) x IF, where IF is an impact factor measuring personal contribution of each team member, IF may vary from 0 to 1
- Exam
Bibliography
Recommended Core Bibliography
- B. Joseph Pine II, & James H. Gilmore. (2019). The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money. [N.p.]: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2002062
- Don Peppers, Martha Rogers. Managing Customer Experience and Relationships, 3d edition, 2017
- 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
- Hamel, G., & Prahalad, C. K. (1994). Competing for the Future (Vol. [Academic Subscription]). Boston, Mass: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798853
- 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
- Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition : Co-Creating Unique Value With Customers (Vol. [Academic Subscription]). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798366
Recommended Additional Bibliography
- Consumer Cocreation in New Product Development. (2010). Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
- 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
- Hamel, G., & Prahalad, C. K. (1994). Competing for the Future. Harvard Business Review, 72(4), 122. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=9407223223
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
- Pine, I. B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=780230
- Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice In.Value Creation. Journal of Interactive Marketing (John Wiley & Sons), 18(3), 5–14. https://doi.org/10.1002/dir.20015
- Ramaswamy, V., & Gouillart, F. (2010). Building the Co-Creative Enterprise. Harvard Business Review, 88(10), 100–109. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=53878110
- Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal (John Wiley & Sons, Inc.), 20(1), 49. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=1466627
- Schmitt, B. (1999). Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate. New York: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1964322
- Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1490347
- Stephen L. Vargo, Robert F. Lusch, Robert H. Smith, Shelby Hunt, Gene Laczniak, Alan Malter, & Fred Morgan. (2004). Evolving to a New Dominant Logic for Marketing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2D39998D
- 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
- Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, (1), 31. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jouret.v85y2009i1p31.41