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Customer Centricity and Customer Experience Management Practices

2021/2022
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Статус:
Курс по выбору
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

Course Syllabus

Abstract

The “Customer-centricity and best practices of customer experience management” is an elective course, and it is delivered to the second year master students of the Master programs “Marketing: Digital Technology and Marketing Communications” and “HR analytics”. The course length is 154 academic hours in total of which 32 are class hours and the rest is devoted to self-study. The course addresses theoretical foundations of customer-centricity and customer experience management (CEM), customer experience concept and best practices of CEM, as well as specific issue how to engage customers and other stakeholder groups in a value co-creation process. Particular attention is given to the organization of CEM including financial and human resources. 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

Learning Objectives

  • The main goal of this course is to develop a complex representation of basic principles of customer-centricity and customer experience management, and equip students with a ‘tool box’ applicable for effective implementation of CEM programs
Expected Learning Outcomes

Expected Learning Outcomes

  • Understands how to engage different stakeholder groups in co-creation process
  • Compares co-creative activities
  • Knows key definitions (customer-centricity, experience economy, experiential marketing, etc)
  • Explains the difference between traditional and experiential marketing
  • Defines valued customer (target segments)
  • Analyses an impact of external factors on customer experience strategy
  • Applies customer experience concept for the analysis of real life customer experience
  • Analyzes customer journey
  • Plots CJM using Miro templates
  • Understands the difference between CRM and CEM
  • Applies customer experience management framework
  • Explains the links between CX, customer loyalty and company's bottom line
  • Applies competitive, experiential benchmarking
Course Contents

Course Contents

  • Introduction: theoretical foundations of customer-centricity and customer experience management
    What is customer-centricity? Key definitions: market orientation, customer orientation, customer-centricity. Basic principles of customer-centricity. From product-centric to customer-centric business. How to build a customer-centric company? Kumar’s 3V’s model: valued customer, valued proposition, valued network. Customer value concept: value-in-exchange and value-in-use. Value creation vs value co-creation: the process of customer value creation in the G-D and S-D logic. Experience economy: Progression of economic value: from goods and services to experiences. Opportunities within experience economy. An ‘ecosystem’ of experience economy thinking: experiential marketing, customer experience management and digital marketing. Traditional vs experiential marketing. Key characteristics of experiential marketing. From features and benefits to customer experiences.
  • External marketing environment changes and business transformation
    Why shall we study CEM? Changing role of customers: from passive to active. Main characteristics of modern consumers. Omnichannel customers. “Customer-firm” interaction. The transformation of business: traditional vs the ‘new age’.
  • Customer experience concept and customer journey map (CJM)
    Why experiences matter? What is CX? Main characteristics of CX. CX construct: sensorial, cognitive, affective, social/relational, lifestyle, and pragmatic components. Customer experience and related concepts (brand experience, product experience, shopping and service experience, consumption experience, employee experience). Stages of CX. Factors influencing CX. Customer journey map. Tracking customer experience along touchpoints: omnichannel journey. Research techniques and empirical results of customer experience tracking. How to plot CJM? Specifics of CJM in b2b sector.
  • Customer experience management
    From CRM to CEM. Customer experience management (CEM) definition. Basic principles of customer experience management. CEM framework (B.Schmitt). Analysing the experiential world of the customer. Building the experiential platform. Brand experience and its components. Customer interface design. Innovations and constant improvement of CX. CEM best practices. Organizational requirements for CEM. Employee experience. 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.
Assessment Elements

Assessment Elements

  • non-blocking Homework
  • non-blocking Group project
    The final grade for the project = ((Grade for stage 1 + Grade for stage 2)/2) x IF, where IF is an impact factor measuring personal contribution of each team member, IF may vary from 0 to 1
  • blocking Exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.3 * Exam + 0.5 * Group project + 0.2 * Homework
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
  • Don Peppers, Martha Rogers. Managing Customer Experience and Relationships, 3d edition, 2017
  • 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
  • Hamel, G., & Prahalad, C. K. (1994). Competing for the Future (Vol. [Academic Subscription]). Boston, Mass: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798853
  • 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
  • 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

Recommended Additional Bibliography

  • 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
  • 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
  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  • 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
  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice In.Value Creation. Journal of Interactive Marketing (John Wiley & Sons), 18(3), 5–14. https://doi.org/10.1002/dir.20015
  • 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
  • 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
  • Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1490347
  • Stephen L. Vargo, Robert F. Lusch, Robert H. Smith, Shelby Hunt, Gene Laczniak, Alan Malter, & Fred Morgan. (2004). Evolving to a New Dominant Logic for Marketing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2D39998D
  • 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
  • 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