Customer Experience Design

Objectives

The profitability of a business increasingly depends on its ability to design and deploy effective customer experiences. A customer experience is the sum of all experiences a customer has with a brand, over the duration of their relationship with that brand. It is influenced by many factors, from the way a brand is perceived, to what happens when someone complains. It is the sum of all relationship-defining events.

A customer experience starts with the way a customer becomes aware of a brand’s existence, and continues through the cycle of comparison, purchase, implementation, use of the product/service, decision to renew or repurchase, and any word of mouth effects. The companies that win in the moments that matter are those that obsess about customers and the experience they design and deploy for them.

To understand effective customer experience design, this course considers how to design and deploy the most effective strategies and tactics at each stage of the customer experience, that is, in the pre-purchase, purchase, and post-purchase phases. We will look at each step and consider how to build, strengthen and maintain an effective customer experience.

Students will develop skills to manage the entire customer experience process, appreciate why and how to place customers at the core of the company’s strategic thinking, understand the critical moments that define a successful customer experience, and learn how to design and manage customer experiences with a view to creating customer satisfaction and financial value before, during and after the sale.

Contents

The course is divided into four main parts:

(1) Introduction to customer experience design

(2) the pre-purchase phase

(3) the purchase phase

(4) the post-purchase phase.

The teaching method is a blend of lectures, case studies, practical exercises & activities, and guest speakers.

Assessment

References