Customer Experience Management

Course purpose – to provide students with the practical and theoretical knowledge needed to understand the strategy of a customer centric organization and the prerequisites for its successful implementation. During the course, students will understand the importance of customer experience management, be able to formulate a customer experience strategy linked to the goals of the organization, gain knowledge on how to get to know the customer, apply various methods and tools for customer understanding. Upon completion of the course, students will be able to design customer experience, taking into account the goals and customer needs, measure and evaluate customer experience, will be prepared to enable customer experience management in the organization.

Course aim - to provide students with the knowledge and skills necessary for customer experience management.

Marketing principles

1. Customer-centric organization 2. Customer experience concept 3. Customer experience management 4. Customer experience strategy 5. Persona profile 6. Understanding customer using typical research methods and tools 7. Understanding customer using specialized research methods and tools 8. Customer experience design 9. Customer experience measurement 10. Enabling customer experience management in organization

1. The student is able to apply the principles of customer orientation, understanding the value created by customer experience management for business and the prerequisites for enabling customer experience in the organization by answering at least half of the questions presented 2. The student is able to analyze and evaluate customer needs by applying at least half of the different methods and tools 3. The student is able to measure and evaluate customer experience in the context of achieving organizational goals by applying at least half of the analyzed indicators 4. The student is able to formulate a customer experience strategy and implement it by applying at least half of the principles of strategy formulation and implementation 5. The student is able to apply customer experience management knowledge to comprehensively solve the challenges of real organizations by applying at least half of the principles of customer experience management 6. The student demonstrates the ability to share knowledge while working in a group, actively engage, take responsibility, and propose well-reasoned solutions 7. The student demonstrates the ability to communicate orally and in writing using terms, presenting task results and proposed solutions, and writing reports