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Module Catalogue

WM9QZ-15 Digital Customer Engagement and Analytics

Department
WMG
Level
Taught Postgraduate Level
Module leader
Mark Bonnett
Credit value
15
Module duration
4 weeks
Assessment
100% coursework
Study location
University of Warwick main campus, Coventry

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Introductory description

This module combines elements of Customer Experience (CX), Customer Insight (CI), and Customer Relationship Management (CRM) to provide a comprehensive understanding of customer engagement in the eCommerce context. Students will learn to leverage digital technologies, data analytics, and customer-centric strategies to optimise the entire customer journey in online retail environments.

Module aims

A deep understanding of customer experience and relationship management in eCommerce.
Practical skills in using digital technologies for customer insights and engagement.
The ability to design and optimise customer journeys across various digital touchpoints.
Proficiency in data analytics for personalisation and customer segmentation.
Knowledge of implementing and managing CRM systems in online retail contexts.

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.

  1. Foundations of Customer Engagement

    • Understanding CX, CI, and CRM frameworks
    • Digital customer lifecycle management
    • Integration of people, process, and technology

  2. Customer Experience Design

    • User-centered design principles
    • Digital touchpoint optimization
    • Personalization and customization strategies

  3. Customer Journey Mapping & Analysis

    • Digital channel touchpoint mapping
    • Pain point identification and resolution
    • Omnichannel experience optimization

  4. Data Analytics for Customer Insights

    • Customer data collection and analysis
    • Advanced segmentation strategies
    • Predictive behavior analytics

  5. CRM Strategy & Implementation

    • Modern CRM solutions and architecture
    • Platform integration best practices
    • Digital lead generation and nurturing

  6. Social Media & Reputation Management

    • Strategic social media engagement
    • Online reputation management
    • Social listening and sentiment analytics

  7. Customer Feedback & Satisfaction

    • Digital feedback mechanisms
    • Review management and analysis
    • Customer loyalty optimization

  8. Process Optimization & Innovation

    • Business process re-engineering
    • Order management integration
    • AI and automation in customer service

  9. Practical Applications

    • Industry-standard tools and platforms
    • Real-world case studies and simulations
    • Integrated CX, CI, and CRM projects

Learning outcomes

By the end of the module, students should be able to:

  • Critically evaluate and design customer experiences for eCommerce platforms
  • Propose data analytics methodologies and approaches to derive actionable customer insights
  • Develop and develop CRM strategies for online businesses
  • Collaboratively create and optimise customer journey maps for digital retail environments

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.

View reading list on Talis Aspire

Subject specific skills

Customer relationship management, customer experience management, social media, reputation management

Transferable skills

Presentation skills, research, teamwork, consulting skills, sales skills, critical thinking

Study time

Type Required
Lectures 20 sessions of 1 hour (13%)
Seminars 10 sessions of 1 hour (7%)
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 Eligible for self-certification
Assessment component
Business Report 70% 42 hours Yes (extension)

A business-style report demonstrating students’ critical evaluation of CRM systems, emerging technologies, and customer engagement in an eCommerce company.
Reassessment component is the same
Assessment component
Group Assessment - Presentation 30% 18 hours No

In this group presentation assignment, you will use a simulated CRM tool to create and optimise customer journey maps for an e-commerce company. Groups will present their analysis of customer interactions, identified pain points, and proposed improvements to enhance the overall customer experience.

Peer Marking Process will be adopted in this assessment.
Reassessment component
Recorded Individual Presentation No

In this recorded individual presentation assignment, based on a case study, your task is to create and optimise customer journey maps for a fictional e-commerce company. Your task is to analyse customer interactions, identify pain points, and propose improvements to enhance the overall customer experience whilst reflecting on the collaborative work that took place.
Feedback on assessment

Verbal and written feedback for the group assessment. Written feedback for the assignment.

Courses

This module is Optional for:

  • Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)