Customer Experience ManagementLaajuus (5 cr)

Objective

You understand the importance of customer experience management and know the core concepts and theories of CEM.You can analyze and find out expectations and individual needs of customers. You know the basics of consumer behavior. You understand the meaning of internal and external service quality for functionality and profitability for the organization. You know how to interact independently, according to quality rules and in a customer focused way in different customer service situations by using different kinds of communication channels.

Content

The course covers customer experience management, evaluating CEM, customer satisfaction, consumer behavior, different customer service meetings, service quality, internal customer quality, internal and external customers, customer service processes, handling of reclamation situations, face-to-face customer situations, customer situations by phone and in other situations such as online meetings. In addition, in the course the student evaluates his or her own skills in customer service.

Qualifications

Principles of Marketing

Assessment criteria, satisfactory (1)

1 (Sufficient) The student partly recognizes the core concepts and/or methods of the Customer Experience Management. He/she has poor knowledge needed to work in the Customer Experience Management field, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.

2 (Satisfactory) The student partly recognizes the core concepts, theories and methods of the Customer Experience Management. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.

Assessment criteria, good (3)

3 (Good) The student has wide knowledge of the core concepts, theories and methods of the Customer Experience Management. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems in the Customer Experience Management. The student participates in co-operation quite actively and diverse way. He/she can evaluate his/her own know-how in a realistic way.

4 (Very Good) The students knows and can evaluate the Customer Experience Management’s broad theories, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of Customer Experience Management. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

Assessment criteria, excellent (5)

5 (Excellent) The student knows and can critically evaluate the Customer Experience Management’s broad theories, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of Customer Experience Management, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and to taking care of others success. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.

Materials

Grönroos, C. 2009. Palveluiden johtaminen ja markkinointi. Helsinki: WsoyPro. Löytänä, J. & Korkiakoski, K. 2014. Asiakkaan aikakausi. Talentum. Fischer, M. 2014. Potkua palvelubisnekseen – asiakaskokemus luodaan yhdessä. Helsinki: Talentum. Kortesuo, K. & Löytänä, J. 2011. Asiakaskokemus - Palvelubisneksestä kokemusbisnekseen. Helsinki: Talentum. Filenius, M. 2015, Digitaalinen asiakaskokemus – Menesty monikanavaisessa liiketoiminnassa, Docendo. Journal of Marketing, Journal of International Marketing