Управление клиентским опытом в омниканальной среде

Магистратура 2023/2024

Статус: Курс по выбору (Маркетинг - менеджмент)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 1-й курс, 3 модуль

Формат изучения: с онлайн-курсом

Онлайн-часы: 20

Охват аудитории: для своего кампуса

Преподаватели: Пантелеева Елена Константиновна

Прогр. обучения: Маркетинг - менеджмент

Язык: английский

Кредиты: 3

Контактные часы: 16

Full Syllabus

Abstract

The “Omnichannel customer experience management” is an elective course, and it is delivered to the first year master students of the Master program “Marketing Management”. The course length is 152 academic hours in total of which 16 are hours of syncronous interactions and the rest is devoted to self-study. The course addresses theoretical foundations of customer-centricity and omnichannel customer experience management (OCEM), customer experience concept and CEM framework as well as best practices of OCEM. Particular attention is given to the effects of customer experience. Within the framework of course project, students will learn to conduct customer experience research, plot customer journey map (CJM), design customer experience, and prove the positive impact of this new experience on company’s business performance.

Learning Objectives

The main objectives of the course are to develop a complex representation of basic principles of customer-centricity and omnichannel customer experience management (OCEM), improve learners ability to conduct customer experience research and equip them with a ‘tool box’ applicable for efficient and effective implementation of OCEM programs

Expected Learning Outcomes

Applies customer experience management framework
Applies competitive experiential benchmarking
Understands the connection between customer experience, customer loyalty and company's bottom line
Reasons why companies should invest / should not invest in CX
Defines customer experience
Distinguish traditional marketing and experiential marketing practices
Defines the structure of the CX construct and set of managerial stimuli company can use to affect CX
Reflect on managerial stimuli/factors companies can use to influence CX
Identifies basic characteristics of the product-centric and customer-centric approach
Reflects on the level of customer-centricity of companies
Designs customer experience research methodology
Defines valued customer (target segment) and creates persona profile
Applies relevant methods of customer experience research (CER)
Produces an omnichannel customer journey map
Analyzes an experiential world of the customer
Analyzes customer experience trends
Develops an integrated measurement model linking customer experience metrics

Course Contents

Introduction: why shall we study omnichannel customer experience management (OCEM)?
Customer experience (CX) concept
Customer centricity and omnichannel marketing
Customer experience research (CER) and customer journey map (CJM)
Customer experience management in omnichannel context
Effects of customer experience on business performance

Assessment Elements

Individual assignments
500 words maximum
Group project
Final grade for the project = IF x ((Grade stage 1 + grade stage 2)/2), Where IF – is an impact factor (personal contribution to the project, 0 to 1) If you miss ____ seminars dedicated to the project (out of 3) without the serious reason, your personal grade for the project will be lower than the one of your team 1 seminar: -1 point 2 seminars: -2 points 3 seminars: -3 points
P2P evaluation
Review individual assignment of other students
Exam
Exam will take place on StartExam platform

Interim Assessment

2023/2024 3rd module
0.3 * Exam + 0.5 * Group project + 0.15 * Individual assignments + 0.05 * P2P evaluation

Bibliography

Recommended Core Bibliography

Batat, W. (2019). Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1892531
Daffy, C. (2019). Creating Customer Loyalty : Build Lasting Loyalty Using Customer Experience Management. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2092091
Fader, P. (2012). Customer Centricity : Focus on the Right Customers for Strategic Advantage (Vol. 2nd ed). Philadeplphia: Wharton School Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=592677
John Goodman. (2014). Customer Experience 3.0 : High-Profit Strategies in the Age of Techno Service. AMACOM.
Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116–126. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=23691178
Steven Walden. (2017). Customer Experience Management Rebooted. Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.pal.palbok.978.1.349.94905.2
Understanding Customer Experience Throughout the Customer Journey. (2016). Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Recommended Additional Bibliography

Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85–89. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=6553434
Garg, R., Rahman, Z., & Kumar, I. (2010). Evaluating a model for analyzing methods used for measuring customer experience. Journal of Database Marketing & Customer Strategy Management, 17(2), 78–90. https://doi.org/10.1057/dbm.2010.7
Loyalty Formation for Different Customer Journey Segments. (2019). Journal of Retailing, 95(3247), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001
Maklan, S., & Klaus, P. “Phil.” (2011). Customer Experience: Are We Measuring the Right Things? https://doi.org/10.5281/zenodo.811413
MCKNIGHT, C. (2017). Customer Journey Maps: A Path to Innovation and Increased Profits. EContent, 40(6), 20.
Mebert, A., & Lowe, S. (2017). Blue Ocean Strategy : How to Create Uncontested Market Space (Vol. First edition). London: Macat Library. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1552203
Peter Fader, & Sarah E. Toms. (2018). The Customer Centricity Playbook : Implement a Winning Strategy Driven by Customer Lifetime Value. Wharton School Press.

Course Syllabus