Customer Experience Management

Course Director: Maja Fors

Today, many firms say that they want to create positively charged experiences for the customer. Exactly what this means, however, is unclear. In a broad sense, an experience is the result of observing a particular stimulus or doing something in relation to that stimulus, and the result can comprise many specific affective, cognitive, and behavioral reactions. This opens the door for copious interpretations of what firms should do when they want to design and manage experiences. Some firms, for example, think that a webpage for online retailing that loads fast and provides smooth payment procedures is an experience, while other firms think than an experience should be a highly memorable “wow!” feeling for the customer. In this course, we examine customer experiences in terms of five areas. Our focus is on how consumers react to various forms of experiences, and we use consumer behavior-related theories to understand such reactions. A main idea is that good theories about experience-enhancing factors, and customers’ reactions to such factors, are relatively easy to translate into practical activities for firms.

These are the six customer experience areas covered in this course:

• Memorable Experiences
• Sustainability Experiences
• Online Experiences
• In-Store Experiences
• Technology-Enhanced Experiences
• Service Encounter Experiences

The overall objective of RM0216 Customer Experiences is to provide you, a future decision maker, with an explicit consumer-oriented mindset and in-depth knowledge of the role of consumer experiences in such a way that this knowledge facilitates the understanding of how firms and other organizations can produce satisfying experiences for consumers.

Course administrator: Karl.Strelis@hhs.se, alexandra.svahn.alberts@hhs.se

After RM0216 - Customer Experience Management, the course participant should be able to do the following:

• Describe and explain the content of constructs, theories, and models in the customer experience realm
• Understand how such constructs, theories, and models can be used in retail settings so that the customer’s experience is enhanced
• Understand how such constructs, theories, and models integrate across customer experience areas

General entry requirements.

The literature comprises a set of articles in PDF format; each module in the course comprises 4-6 articles. You will find information about the specific articles in the info about the course modules below on the Canvas site.

Points for the overall examination in RM0216 are collected through four sources: (1) three individual quizzes (maximum points per quiz: 4), (2) three individual assignments (maximum points per assignment: 4), (3) a group project to be carried out in work groups (maximum points: 16), and (4) an individual, written exam (maximum points: 60). Instructions for the different examinations will be available in the Assignment part of the course’s Canvas site. A passing grade will be awarded students who receive at least 50 percent on the written exam as well as the total grade. The points are divided accordingly:

• · Quizzes (12 out of 100 points)
• · Individual assignments (12 out of 100 points)
• · Group project (16 out of 100 points)
• · Individual exam (60 out of 100 points)

The exam requires your physical presence at SSE (and it is the same for the re-exam).

Find the course schedule in TimeEdit

Have you been granted educational support because of a documented disability? If so, please contact the course director as soon as possible so that adequate accommodations can be made.

Contact specialneeds@hhs.se if you have questions about being granted educational support or need a copy of your educational support certificate.

For more information, visit the Specific Educational Needs page on the Student Hub (login required).