MKTG08046 2021 Customer Experience Management
Customer experience management is a key management objective. Because customers interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature the result is more complex journeys. Change is required to build inter-connected processes that integrate the organisation, the brand and the customer. Customers want simple solutions to their problems as well as optimised and personalised experiences. Greater customer engagement with organisations requires a shift in thinking and practices towards customer experience management and co-creation. This requires the building of new management processes and organisational capabilities in order to deliver exemplary experiences. This module builds on the marketing information students would have obtained in previous years to allow an holistic approach to creating positive customer experiences in all organisations.
On completion of this module the learner will/should be able to;
Evaluate the core concepts of customer-centricity and customer experience management.
Apply mapping tools to customers journeys and identify key touch points as part of the Customer Experience Framework.
Ensure that all customer experience processes are inter-connected from the website to customer engagement with the organisation.
Evaluate the role of staff in Customer Experience Management.
Create a Customer Experience Management Strategy for an organisation incorporating best practice while conidering the future role of technology in CX and articulating how investment can benefit an orgnaisation's profit and growth.
Teaching and Learning Strategies
The reading of contemporary academic and business articles alongside practical case studies will form the back bone of teaching and learning for this module.
Conceptual material, frameworks and strategies will be delivered through lectures while discussion and application of material can take place in groups/tutorials.
The Problem-Based Learning (PBL) approach will be used for the purposes of assessment. The learners should be able to work with real organisations to examine their current customers experiences and put in place a plan for improvement.
Guest lectures, social media material and online videos can add to the variety of material for discussion.
Module Assessment Strategies
Types of assessment:
Examination/Case study (30%)
PBL project (70%) - Suggestion of; Proposal (5%) Final Report (50%) Final Presentation (5%) Weekly Diaries (5%) and Peer learning (5%)
1. What is Customer Experience Management? (1)
The history and development of the CEM approach
The elements of a positive customer experience - examining the influences
Understanding customer expectations as a point of reference for customer experiences
Traditional marketing v Experiential Marketing
Customer Relationship Management v Customer Experience Management
2. Customer Experience Management Framework - from planning to outcomes (2,5)
Customer Satisfaction - Discrete interactions and cumulative (on-boarding) experiences
Creating and enhancing value through CEM - Investigating the corporate and strategic value of customers shaping the experience
Mapping customer experiences and journeys
Creating engagement and cultivating brand ambassadors in the co-creation process
3. The importance of technology in building and maintaining positive customer experiences (3,5)
The all-encompassing role of an organisations website
Electronic delivery of experiences via AI and remote technologies
The role of customer self service and it's input to CEM
Creating Virtual Customer Environments (VCE)
Digital Marketing impacts on customer experience
Social Media Marketing and the creation of communities of customers
Measuring effectiveness via analytics and qualitative data
4. The role of staff in delivering exemplary service experiences (4,5)
Recruiting, training and developing staff for their role in CEM
Creating a customer-centric culture within the organisation - requiring a customer leadership mind-set
Organisational requirements for CRM
Dealing with vulnerable customers
Change management strategies
5. CEM best practice (1,2,3,4,5)
Case studies demonstrating the current role of technology in CX in SME's
The impact of CEM on business performance and the bottom line
The components of the innovation process that contributes to CEM
Building quality into the CEM system
What does the future hold in terms of IoT's, Augmented/Virtual realities and Smart Tech?
The components of a CX strategy for a business
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Project||Project||Assignment||70 %||Week 12||2,3,4,5|
End of Semester / Year Assessment
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Exam||Final Exam||Closed Book Exam||30 %||Week 8||1,2,3,4|
Full Time Mode Workload
|Problem Based Learning||Flat Classroom||Tutorial||1||Weekly||1.00|
|Independent Learning||Not Specified||Self directed learning||4||Weekly||4.00|
Required & Recommended Book List
16/01/2019 Experiential Marketing :Consumer Behaviour, Customer Experience and the 7E's Routledge ISBN-13:978-1138293168
2011 The Experience Economy Harvard Business Press
ISBN 9781422161975 ISBN-13 1422161978
Rev. ed. of: The experience economy: work is theatre & every business a stage. 1999.
2011-01-02 Experiential Marketing Free Press
ISBN 1451636369 ISBN-13 9781451636369
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Hagen Dazs Cafs in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Harvard Business Review
MIT Sloan Management Review
Journal of Marketing
Journal of Services Marketing
Journal of Service Research
Journal of Retailing
Strategic Management Journal
Customer Experience Ireland reports
Customer Experience Individual country reports
Industry and sector analyses - Fintech, Tourism, Marketing, Management, Retailing
Newspapers - Irish and International