Master
2021/2022
Omnichannel Customer Experience Management
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Elective course (Marketing Management)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
1 year, 3 module
Mode of studies:
distance learning
Online hours:
16
Open to:
students of one campus
Instructors:
Elena Panteleeva
Master’s programme:
Marketing Management
Language:
English
ECTS credits:
4
Contact hours:
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
- Customer experience concept
- Customer centricity and omnichannel customer experience
- Customer experience research and customer journey map
- Customer experience management
- Effects of customer experience
Assessment Elements
- Individual assignments
- Group project
- P2P evaluation
- ExamTake part on StartExam platform with the use of asyncronous proctoring
Interim Assessment
- 2021/2022 3rd module0.2 * Exam + 0.2 * Individual assignments + 0.5 * Group project + 0.1 * 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
- 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
- Maklan, S., & Klaus, P. “Phil.” (2011). Customer Experience: Are We Measuring the Right Things? https://doi.org/10.5281/zenodo.811413
- Peter Fader, & Sarah E. Toms. (2018). The Customer Centricity Playbook : Implement a Winning Strategy Driven by Customer Lifetime Value. Wharton School Press.