WM9PN-15 Customer Experience and Customer Insight
Introductory description
Customer Experience (CX) and Customer Insight (CI) tools and techniques are key to the modern enterprise. At its essence, successful CX &CI 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 customer requirements, the role of staff in influencing customer experience and the use of digital technologies to manage B2B and B2C relationships.
● Process: a key determiner of successful CX implementation is integrating data collection and analytical techniques with business processes. From this perspective participants will be introduced to methods of mapping existing CX to generate CI and re-engineering business processes where necessary.
● Technology: the final aspect concerns the technology itself. Participants will be working with industry standard analytical tools and technologies to support CX and CI
Module aims
The module aims to give students knowledge and practical experience of how organisations use digital technologies to manage Customer Experience (CX) and Customer Insight (CI). The module will incorporate a range of technologies, practices and analytical processes required to derive the insights that power the customised and personalised experiences today's customer expect. The module has a strong, practical focus, with participants gaining hands-on exposure to industrially relevant tools and methods.
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.
Topic 1: Introduction to Customer Experience
- People, Process, Technology
- Understanding the concept of customer experience in the digital age
- Importance of integrating customer experience (CX) into the organisation
- Key elements and components of a positive customer experience
- Role of customer experience in building customer loyalty and advocacy
Topic 2: Customer Insights and Data Analytics
- Gathering and analysing customer data for insights
- Introduction to data analytics tools and techniques
- Customer segmentation and targeting strategies
- Personalization and customization based on customer insights
- Ethical considerations in using customer data for insights
Topic 3: Customer Experience Design
- Principles of user-centred design
- Conducting user research and usability testing
-CX Planning including designing intuitive and user-friendly interfaces & optimizing CX for different devices and platforms - Online Brand Management
Topic 4: Customer Journey (Touchpoint) Mapping
- The customer journey and its significance in digital business
- Techniques for mapping the customer journey
- Identifying touchpoints and interactions across different channels
- Analysing and optimizing the customer journey for a seamless experience
Topic 5: Customer Satisfaction and Feedback Management
- Measuring customer satisfaction and loyalty
- Techniques for collecting customer feedback
- Implementing feedback management systems
- Addressing customer complaints and resolving issues effectively
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of the role of the customer in the context of CX & CI
- Critically evaluate and map the customer experience to identify opportunities for optimisation
- Critically evaluate a range of digital technologies designed to generate valuable customer insights
- Synthesise an effective CX & CI strategy
Indicative reading list
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es. Routledge.
Dirsehan, T. ed., 2020. Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Publishing Limited.
Prior, D.D., 2023. B2B Customer Engagement Strategy: An Introduction to Managing Customer Experience. Springer Nature.
Villani, I., 2018. Transform customer experience: How to achieve customer success and create exceptional CX. John Wiley & Sons.
Interdisciplinary
A mixture of technology/computing topics, statistics and business topics
International
Topics are of high international demand. The module will include international examples and will develop international cultural awareness
Subject specific skills
Customer experience management, customer analytics, customer insight, digital customer relationship management, social media management
Transferable skills
Presentation skills, teamwork, analytical skills, critical thinking
Study time
| Type | Required |
|---|---|
| Seminars | 30 sessions of 1 hour (20%) |
| Online learning (independent) | 60 sessions of 1 hour (40%) |
| Assessment | 60 hours (40%) |
| 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 must pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | |
|---|---|---|
| CX & CI Business Report | 100% | 60 hours |
|
Students will select and evaluate a case for the purpose of producing an academically justified CX & CI strategy (LO4) for an organisation or Strategic Business Unit (SBU). The strategy will be the result of synthesis of the following elements:
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Feedback on assessment
Written feedback and annotated scripts (technology/processes allowing) for report
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)