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Customer Experience Management

2019/2020
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Статус:
Курс по выбору
Когда читается:
1-й курс, 3 модуль

Преподаватель

Course Syllabus

Abstract

Significant changes in customer behavior and rapid growth of social networking, and new communication and information technologies transformed interactions between individuals and companies and created a new platform for value creation. Nowadays customers play an active role in interactions with companies taking part in value creation. Customer engagement in value creation process creates new frontiers for the companies and gives them a wide range of advantages because customers can bring new knowledge and experience that have not been available for the producers. But this transformation requires from companies to shift their thinking and practices towards customer experience management and co-creation and build new management processes and organizational capabilities for building outstanding customer experience and co-creating value. Companies should establish new engagement platforms and environments of experiences that facilitate customer interactions with a company's products, processes, employees, as well as customer communities, to co-create value. Having the right approach to customer experience management (CEM) and value co-creation can enhance the customer experience (CX) and help companies improve their innovation and customer relationship management capabilities. This course will cover four basic aspects of modern marketing. First, we will discover the phenomena of customer experience and consider theoretical background of customer experience management, be-sides that special part of this block will be devoted to experience network building with the focus on the process of value co-creation through interactions, by the parties that are engaged in the business and social relationships, and resource sharing. Second, we will look at customer engagement in innovation/value co-creation. Third, we will address the issues in internal business processes organization/transformation needed for successful implementation of CEM and co-creation practices. Special attention will be paid to co-creative marketing technologies in Internet environment including social media.
Learning Objectives

Learning Objectives

  • To develop fundamental theoretical knowledge of an "expanded" paradigm of value creation, practical skills and competencies needed for effective and efficient customer experience management and also for an organization and management of value co-creation processes
Expected Learning Outcomes

Expected Learning Outcomes

  • Knows key concepts and definitions of customer experience management
  • Compares traditional and experiential marketing
  • Understands the difference between traditional system of value creation and value co-creation system
  • Knows the elements of customer experience construct
  • Understands the difference between different types of CX
  • Analyzes customer journey and creates customer journey map
  • Measures customer experience
  • Understands the difference between CRM and CEM
  • Applies customer experience management framework
  • Understand and measures CEM outcomes
  • Understands how to engage different stakeholder groups in co-creation process
  • Compares co-creative activities
  • Understands 'market as a forum' concept
  • Calculates customer engagement rate
Course Contents

Course Contents

  • Introduction: Marketing in the new experience culture
    New twist in economy development: experience economy. Opportunities within experience economy. Why experiences matter? Traditional vs experiential marketing. Key characteristics of experiential marketing. From features and benefits to customer experiences. Customer value concept: economic and marketing viewpoints. Prerequisites for the new concept of value. Changing role of customers. “Customer-firm” interaction. Transformation of the value creation process. Value co-creation: definition, analysis of stakeholders involved. Comparative analysis of traditional system of value creation and value co-creation system. From traditional to co-creative strategy. The transformation of business models in different industries.
  • Customer experience concept
    What is CX? Customer experience: physical and emotional aspects. CX construct: cognitive, affective, social and physical components. Psychology of customer experience. Customer Experience Pyramid. Customer experience and brand experience: what’s the difference? Types of CX: product experience, shopping and service experience, consumption experience. Conceptual model of CX creation. Customer experience mapping. Tracking customer experience along touchpoints. Research techniques and empirical results of customer experience tracking. Measuring CX. Customer experience analytics. CX audit. Customer experience index. An impact of CX on customer satisfaction and loyalty.
  • Customer experience management (CEM)
    From CRM to CEM. Basic principles of customer experience management. CEM framework. Analysing the experiential world of the customer. Building the experiential platform. Customer inter-face design. Managing total customer experience (TCE). Models of TCE: static and dynamic. Organizational requirements for CEM. Employee experience. Constant improvement of CX. Outcomes of improved CX. Developing customer experience management strategy for various industries. CEM best practices. Primary CEM outcomes: customer loyalty, retention and advocacy. An impact of CEM on business performance.
  • Engaging customers and other stakeholders in a co-creation process
    New age of innovation. How innovation contributes to CX? Components of co-creation. Typology of co-creative activities: co-creation workshops, mass customization, crowdsourcing, open in-novation, user generated content (UGC). The co-creation approach to process design. Stages of co-creation in new product development (NPD) process: from ideation to post-launch. Measures and KPIs of innovation/co-creation success. Measuring value co-creation impact on business performance: monetary, social, emotional and communicative effects. Conditions and mechanisms of co-creation experience. The range of co-creation experience. Types of customer experience in virtual customer environments. Experience personalization. Building blocks of co-creation: dialog, access, risk-benefits, transparency (DART) and their combinations for new opportunities creation. Technical and social architecture for innovation/co-creation. Co-creation capabilities. Experience networks. The role of a focal firm in value co-creation process. Distribution of capabilities within experience networks.
  • An impact of customer communities and social media marketing (SMM) on customer experience
    Moving from traditional concept of market to the ‘market as a forum’ concept. Types of customer communities. Customer roles in virtual customer environments (VCE), and factors determining them. Strategies to enhance the customer experience. Social media: definition and basic characteristics. What is social media marketing? Social media as a new model of customer-firm interaction. Tendencies of social media development: international trends and Russian practice. Social media classifications. Social media engagement stages of maturity. Social media experience: personal, social, business. Value indicators of social media experience. Factors driving and destroying the value of social media experience. Value co-creation system in social media.
Assessment Elements

Assessment Elements

  • blocking Exam
  • non-blocking participation in case studies and in-class articles discussion; participation in the group project
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.4 * Exam + 0.6 * participation in case studies and in-class articles discussion; participation in the group project
Bibliography

Bibliography

Recommended Core Bibliography

  • B. Joseph Pine II, & James H. Gilmore. (2019). The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money. [N.p.]: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2002062
  • 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
  • Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition : Co-Creating Unique Value With Customers (Vol. [Academic Subscription]). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798366
  • Schmitt, B. (1999). Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate. New York: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1964322

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
  • Consumer Cocreation in New Product Development. (2010). Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
  • 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
  • Ely Dahan, & John R. Hauser. (2002). The virtual customer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.A35455E4
  • Frasquet del Toro, M., Alarcón del Amo, M. del C., & Lorenzo Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.91994DB9
  • Füller, J. (2010). Refining Virtual Co-Creation from a Consumer Perspective. California Management Review, 52(2), 98–122. https://doi.org/10.1525/cmr.2010.52.2.98
  • 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
  • Hamed AL-Rubaiee, Khalid Alomar, Renxi Qiu, & Dayou Li. (2018). Tuning of Customer Relationship Management (CRM) via Customer Experience Management (CEM) using Sentiment Analysis on Aspects Level. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.26B37CD0
  • Hamel, G., & Prahalad, C. K. (1994). Competing for the Future. Harvard Business Review, 72(4), 122. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=9407223223
  • Maklan, S., & Klaus, P. “Phil.” (2011). Customer Experience: Are We Measuring the Right Things? https://doi.org/10.5281/zenodo.811413
  • 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
  • Nambisan, S. (2002). Designing Virtual Customer Environments for New Product Development: Toward a Theory. Academy of Management Review, 27(3), 392–413. https://doi.org/10.5465/AMR.2002.7389914
  • Pine, I. B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=780230
  • Ramaswamy, V., & Gouillart, F. (2010). Building the Co-Creative Enterprise. Harvard Business Review, 88(10), 100–109. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=53878110
  • Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal (John Wiley & Sons, Inc.), 20(1), 49. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=1466627
  • Understanding Customer Experience Throughout the Customer Journey. (2016). Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, (1), 31. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jouret.v85y2009i1p31.41