Customer Experience ManagementLaajuus (5 cr)

Objectives

During this course the students will deepen their knowledge about the management and development of customer relationships and customer experience.

After completing the course the students
- are able to utilize customer understanding in creating the customer journey , as well as to create customer profiles and personas
- can design marketing communications and understand its significance in the creation of the customer experience
- identify sources of customer value and design customer-oriented services
- are able to set customer targets and design the related metrics.

Content

How to create a customer profile, persona description, and a customer journey?
How to plan customer-oriented marketing communications?
How to develop customer processes and the value of customer relationships?
How is customer experience managed and measured?

Prerequisites

1st year courses or equivalent knowledge.

Assessment criteria, satisfactory (1-2)

The student recognizes the tasks related to the management of the customer experience and is able to name the related areas. They know how to develop customer relationships.

Assessment criteria, good (3-4)

The student is able to work according to instructions in situations related to customer experience management. They are able to take advantage of e.g. customer understanding in customer relationship development and customer-oriented marketing communications.

Assessment criteria, excellent (5)

The student understands the areas of customer experience management and can apply them in practical work. They can plan customer-oriented marketing communications. The student is able to develop customer experience and is able to combine the issues of the different areas into a whole.