Curricula

Objective

The object of the course:
You learn how to manage customer experience effectively in the business organization.

Course competences:

Proactive development: student solves problem situations creatively and reforms operating methods together with others.

Learning to learn: student assesses and develops their competence and learning methods in different learning environments.

Operating in a workplace: student utilises the opportunities offered by technology and digitalisation in their work.

The learning objectives of the course:
You understand the meaning of customer experience and the management, and you know the essential concepts and theories of customer experience management. You can analyze and determine customer expectations and individual needs. Furthermore, you comprehend the importance of the quality of both internal and external customer service for organizational functionality and effectiveness. In addition, you understand the meaning of the digital customer experience as a part of the customer experience management.

Content

The key contents of this course are: the distinctions between customer service, customer satisfaction, and customer experience in business operations, factors influencing the formation of customer experience, key concepts and theories of customer experience management, preconditions for developing customer experience, analysis, descriptions, measurement and data-driven management of customer experience, digital customer experience.

You will gain tools and new approaches to develop customer experience.

Qualifications

Basics of Marketing.

Assessment criteria, satisfactory (1)

Sufficient 1
You understand the principal concepts, theory, and method of customer experience management and describe the implementation by making reference to them. You discuss the subject matter from different perspectives. You interpret the results and present development proposals. You act independently in familiar problem-solving situations in compliance with the instructions given. You recognize your interaction skills and are able to work in a team in a target-oriented manner. You present your point of view and justify it. You assess your own customer experience management competence and identify your development targets. You report illustratively, but the report contains certain illogicalities and shortcomings. You write unstructured text with numerous different repeated language and style errors.

Satisfactory 2
You apply the theory, principal concepts, and method of customer experience management and use them to justify your solution. You present an appropriate solution proposal based on the result. You possess the practical skills to cope with familiar situations. You are able to cooperate in a responsible manner in problem-solving situations. You apply your interaction skills in a variety of situations and develop them. You take responsibility for your peer’s work. You assess your own customer experience management competence with reference to examples and present your development targets. You report consistently and illustratively, but the report exhibits shortcomings. You write text that is partly unstructured and exhibits many different language and style errors.

Assessment criteria, good (3)

Good 3
You analyse and classify principal theories and concepts of customer experience management. You are capable of combining several different types of knowledge and skills and methods when solving a problem situation. You analyse and compare the results and present an appropriate solution proposal based on them. You master the practical skills you need to carry out independent work. You demonstrate an ability to solve problems in your field. You are able to organize the team’s activities and take responsibility for its tasks. You are able to substantiate your point of view in interaction situations. You analyse your own customer experience management competence and development targets in a substantiated manner. You report in a logical and illustrative manner, substantiating the points you make. You write structured text with occasional language and style errors.

Very good 4
You assess, analyse, and combine principal theories, concepts, and methods of customer experience management. You assess the outcome and the process that led to it consistently and in a duly substantiated manner while making reference to the objectives. You demonstrate an ability to distinguish the essential matters and make a reasoned assessment and resolution of the overall situation in a complex problem of your field. You present appropriate conclusions and development measures. You master the practical skills to apply your knowledge. You are able to organize the activities of the community and assume responsibility for the tasks and problem-solving situations in a target-oriented manner. You engage in reciprocal discussions with the aim of reaching consensus and strengthening cooperation between the parties. You take responsibility for the development of individuals and the team. You assess and reflect upon your own competencies in different areas and demonstrate development in your customer experience management competence. You report in a logical, analytical and competent manner. You write structured text in a fluent and almost error-free formal style.

Assessment criteria, excellent (5)

Excellent 5
You assess critically and make use of relevant customer experience management theories, concepts, research, methods, and principles. You define and interpret the principal concepts and theories included in the field and development on the basis of current knowledge and/or research literature. You are able to produce new perspectives and make generalizations. You assess, analyse, compare and substantiate the process, its outcome and proposals that are linked to the set objectives and criteria. You master the practical skills to develop operations. You lead in a goal-oriented manner, taking responsibility for tasks or projects in complex problem-solving situations. You work in collaboration to produce new or creative solutions, anticipating changes in the operating environment. You take responsibility for the development of the team or community. You engage in reciprocal discussions with a challenging approach, developing positive interaction within the team. You reflect upon and develop your customer experience management competence, substantiating it in a critical, comprehensive and versatile manner. You report convincingly, presenting a logically coherent whole. You demonstrate critical thinking. You write in an argumentative, insightful and error-free formal style.

Materials

Fischer, M. 2014. Potkua palvelubisnekseen – asiakaskokemus luodaan yhdessä. Helsinki: Talentum. Kortesuo, K. & Löytänä, J. 2011. Asiakaskokemus - Palvelubisneksestä kokemusbisnekseen. Helsinki: Talentum. Filenius, M. 2015, Digitaalinen asiakaskokemus – Menesty monikanavaisessa liiketoiminnassa, Docendo. Sheehan, J. 2021, Customer Experience Management Field Manual: The Guide For Building Your Top Performing CX Program, Paperback.