MKTG08046 2021 Customer Experience Management

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.

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.

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