Curricula

Objective

Purpose of the course
After completing the course, you will understand the factors the customer experience consists of. You are able to plan and manage processes related to the development of the company’s customer experience in a systematic and analytical manner.

Competences
Entrepreneurship, innovation and working community competence
Internationalisation and communications competence
Business Competence
Responsibility Competence

Learning outcomes
You understand the significance of customer experience and its management, and the principal concepts and theories of managing customer experience. You are able to analyse and determine the customers’ expectations and individual needs. You understand the significance of the quality of internal and external customer service for the effective functioning and performance of the organisation. You are able to act independently, in accordance with high standards of quality and in a customer-oriented way in the various customer service duties of the organisation, making use of various means of communication.

Content

Customer experience, management of customer experience, digital customer experience, measurement of customer experience, customer satisfaction, experience of service quality, customer service in different communications situations. In addition, you will practise the reflection of your own customer service skills.

Qualifications

Principles 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 recognise 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 take responsibility for your own work. 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. You follow JAMK’s reporting instructions insufficiently.

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. You follow JAMK’s reporting instructions insufficiently.

Assessment criteria, good (3)

Good 3
In your solutions, 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 organise 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. You follow JAMK’s reporting instructions.

Very good 4
In your solutions, 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 organise 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. You follow JAMK’s reporting instructions.

Assessment criteria, excellent (5)

excellent 5
In your solutions and proposals, 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 generalisations. 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. You follow JAMK’s reporting instructions.

Materials

Grönroos, C. 2009. Palveluiden johtaminen ja markkinointi. Helsinki: WsoyPro. Löytänä, J. & Korkiakoski, K. 2014. Asiakkaan aikakausi. Talentum. 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. Journal of Marketing, Journal of International Marketing