Digital Customer Experience Management (5cr)

Objectives (course unit)

To develop the student’s ability to apply customer experience management (CEM) strategy as a core element of the digital customer value management. This includes new perspectives on the customer experience management and exploitation of touchpoint data to support marketing and business decisions. To use selected methods for analyzing the customer experience strategy and process of a company and the exploitation of such customer insight to deliver optimal experiences at all times and in defining business strategy, competitive differentiation (brand promise) and profitability in a digital business context. Lastly to offer student the ability to carry out demanding specialist tasks independently in the strategic management of customer experience through Touch-Point management and its exploitation to support marketing strategy and the strategic management of the business. Main competences on the course: proactive development, operating in a workplace

Content (course unit)

- Customer value management (CVM) - Digital Customer Experience Management - Types of customer experience - Customer experience journey - Branded Experience - Leading the CEM strategy in an organization - Touchpoints - Voice of the customer (VOC) Management - Touchpoints analysis - Touchpoint data collection and analytic tools - Analyzing and interpretation of customer insight data for strategic insights - Use and implementation of CX analytics - Presentation of development options and their possible implementation

Location and time

Online: 14.4., 17.30-20.30 21.4., 17.30-20.30 28.4., 17.30-20.30 5.5., 17.30-20.30

Exam schedules

The course require the delivery of a group report and the deadline are found in the moodle environment for the course. Dealing with failed courses: The consequence of a FAIL is that the assignment must be re-submitted again after considerable repairs and improvements. Participation in next year's course (A Fail can only be administered when the total assignment shows the criteria of Fail.

Assessment methods and criteria

1 - 5

Assessment scale

H-5

Teaching methods

Information available on the course moodle environment

Learning materials

Information available on the course moodle environment

Student workload

Total Hours 133h Contact sessions: 20 hours Independent and group assignments: 110hrs Consultation sessions: 3 hours

Content scheduling

Information available on the course moodle environment

Practical training and working life cooperation

There is one major development task which have to be made in steps. (More information is available on moodle) The practical orientation and integration with development work will be accomplished with project task that will made with a real case company. Students have to source their own case companies for the course.

Further information

It is highly recommended that all students who which to take the course should participate in the contact week session. This is where the course will be formally introduced.