WM9A7-15 Customer Experience & Consumer Insight
Introductory description
Customer Experience (CX) tools and techniques are key to the modern enterprise, particularly for eBusiness and eCommerce companies. At its essence, successful CX is achieved at the intersection of people, process, and technology, each of which represents a key theme of the module:
● People: concerning the business's customers but also its staff. This aspect includes sessions on selling, customer requirements, influencing, and the use of social media channels to manage relationships.
● Process: a key determiner of successful CX implementations is integrating the technologies and techniques with business process. In this part of the module participants will be introduced to process mapping and re-engineering.
● Technology: the final aspect concerns CX solutions themselves. Participants will be working with an industry standard CX solutions, and analytical tools to support consumer insight and customer analytics.
Module aims
The module aims to give students first-hand experience at the cutting-edge of customer experience and consumer insight. This incorporates the cutting-edge technologies, strategic practices of CX, and the analytical process required to derive the insights that power the personalised experiences today's customer expect. The module has a strong, practical focus, with participants gaining hands-on exposure to the latest tools and methods, and culminates in a hands-on simulation of CX practice in a real-world setting
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
- Customer Relationship Management
- What is CRM?
- CRM technology
- People, process, technology
- Customer Experience Management & Social CRM
- What is CX?
- CX technology
- Touchpoint mapping
- Online branding
- Consumer insight and customer analytics
- Segmentation / cluserting
- Customer profiles
- Consumer research
- Data mining
- Creating a customer experience plan
- Market and competitor research
- CX planning
- Integrating CX in the organisation
- Brand management and guardianship
- A practical simulation of the above topics
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of eCustomer Relationship Management and Customer Experience Management
- Critically evaluate and map customer touchpoints, and evaluate opportunities for optimisation
- Evaluate a range of customer data sources, and analysis methods, and implement a variety of analytical solutions
- Critically evaluate complex organisational structures and determine appropriate implementation plans
Indicative reading list
View reading list on Talis Aspire
Interdisciplinary
A mixture of technology/computing topics, statistics and business topics
International
Topics are of high international demand
Subject specific skills
Customer relationship management, customer experience management, social media, reputation management, customer analytics, clustering
Transferable skills
Presentation skills, research, teamwork, statistics and modelling, critical thinking
Study time
| Type | Required |
|---|---|
| Lectures | 12 sessions of 1 hour 30 minutes (12%) |
| Seminars | 10 sessions of 1 hour 30 minutes (10%) |
| Practical classes | 8 sessions of 1 hour 30 minutes (8%) |
| Assessment | 105 hours (70%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Customer Experience Presentation | 20% | 15 hours | No |
|
Presentation of a customer experience management plan and customer analytics based on a given brief |
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| Post Module Assignment | 80% | 90 hours | Yes (extension) |
|
A business-style report discussing core topics in customer experience and consumer analytics |
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Assessment group R
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Post Module Assignment | 100% | Yes (extension) | |
|
A business-style report discussing core topics in customer experience and consumer analytics |
|||
Feedback on assessment
Verbal feedback for in-module element. Written feedback and annotated scripts for post-module element
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)