1 Demonstrate a comprehensive understanding of the complex and dynamic nature of global consumer and customer experience in a digital market place
Knowledge and Understanding
Learning

2 Critically evaluate the appropriateness of customer experience models and frameworks in shaping future CX strategies to engage and enhance customer experiences
Application
Enquiry

3 Critically evaluate the key influences on customer experience at all stages of the customer journey when formulating CX strategies Problem Solving
Analysis

4 To analyse and critically evaluate a range of analytics business data and to use it for evidence-based decision-making to enhance customer experience
Problem Solving
Analysis
Application

The success of any organisation depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. This module will discuss these strategies and theories and its application to real business case studies.

Customer context and customer expectation
Customer Experience in Business to Business Markets
Exploring Customer Experience, Loyalty and Inertia
• How to be Disruptive in Your Own Business
• Staff Empowerment and Cultural Change from the Top

2: Customer experience – dimensions of customer experience
• How to Benchmark Customer Experience
• The Key Pillars & key drivers of Customer Experience
• Customer Journey Mapping - Removing Friction from the Customer’s Journey in all Consumer Sectors;
• Strategies to enhance customer experience - Strategic Social Media and its Importance
• The Impact of AI, Virtual Reality, Machine Learning and Voice on Customer Experience

3: Measuring and monitoring customer experience in context
• Use metrics to improve future customer experience
• Measuring Performance of Customer Experience Initiatives;
• The Challenge of Continuous Improvement in Customer Experience

• Goodman, J.A., Customer Experience 3.0: High Profit Strategy, McGraw Hill, ISBN:9780814433881
• Hague, P. & Hague, N. (2018), B2B Customer Experience - A Practical Guide to Delivering Exceptional CX, Kogan Page, ISBN:9780749481858
• Newman, M. & McDonald, M. (2018) , 100 Practical Ways to Improve Customer Experience, Kogan Page.
ISBN: 9780749482671
• Rajkumar Venkatesan - Paul Farris - Ronald T. Wilcox (2014): Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning, Pearson Education, Inc., ISBN-13: 978-0-13-355252-2
• Smilansky, S. (2017), Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2017), Kogan PageISBN: 9780749480967
• Webb, N.J.(2016), What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, ISBN: 9780814437810

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

The success of any organisation depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. This module will discuss these strategies and theories and its application to real business case studies.

Element 1: Individual presentation – 15 Mins – Weighting 40% (LOs 1 &2)

Element 2: Individual 3000-word Report – weighting 60% (LOs 3 & 4)

The learning strategy for full-time/part-time on-campus and corporate delivery modes requires students to commit to 300 learning hours (including assessment). Of this there will be 72 hours of class or workshop support and 228 hours of independent and self-directed study for students working alone or as part of a learning group.

The tutor led and peer-to-peer learning sessions will tend to follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion, and presentation of case- based work both individually and as part of a learning group and will receive formative feedback. Students will be expected to obtain supplementary information from several paper or electronic sources as part of their preparation, as recommended by the tutor.

All learning will develop and enhance students’ digital competences.