Study Guide

Objectives

Student
- is familiar with service design methods and their importance in designing customer experience and understands the background to after-care behaviour
- is able to utilise the potential of marketing automation to strengthen the customer experience
- is able to design personalized interaction elements for e-commerce
- is able to create and maintain product cards
- understands the importance of visual expression in the formation of customer experience
- understands the diversity of the customer channel, such as social media channels, forums, reviews
-knows how to handle online store complaints.

Content

How can service design methods and consumer behaviour principles be used to build customer experience?
How can marketing automation improve the customer experience?
How to build a visual look for the online store according to the target group?
How does the online store handle complaints?
How to build comprehensive and multichannel customer service?
How to keep product information up-to-date?

Assessment criteria, satisfactory (1-2)

The student is familiar with the general principles of consumer behaviour in service design. They are able to name basic solutions for marketing automation. The students know what kind of visual elements and interaction elements can be implemented in the online store. They know how complaints are processed and can name different customer service opportunities online. The student is able to implement a simple product card

Assessment criteria, good (3-4)

The student is able to apply the theory of service design and consumer behaviour in the design of the online store's customer experience. They are able to choose the right marketing automation solutions for online shopping. The student is able to design visual elements and interaction elements suitable for the target group in the online store, and he/she is able to process complaints in the online store. The students are able to design multichannel customer service in various digital platforms and implement and update different product cards.

Assessment criteria, excellent (5)

Based on the theories of service design and consumer behaviour, the student is able to design operating methods for the online store that ensure a good customer experience. They are able to make smooth and versatile use of different solutions for marketing automation in the online store. The students are able to design a visually consistent and suitable online store layout for the target group and develop new and personalised ways of interacting with the online store. Through the design, they are able to anticipate complaints and process them and are able to plan multichannel customer service in various digital platforms in an innovative way and using the community. The students are able to implement detailed product cards that are useful for the target group and maintain and develop existing product cards.

Assessment criteria, pass/fail

The student has not demonstrated his/her competence in the manner indicated by the objectives of the course.