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Customer Experience Leadership (MKTG90050)
Graduate courseworkPoints: 12.5Online
From 2023 most subjects will be taught on campus only with flexible options limited to a select number of postgraduate programs and individual subjects.
To learn more, visit COVID-19 course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Term 1
Email: continuing-education@unimelb.edu.au
Phone: + 61 3 8344 0149
Contact hours: https://unimelb.edu.au/professional-development/contact-us
Prof Liliana Bove lbove@unimelb.edu.au
Overview
Availability | Term 1 - Online |
---|---|
Fees | Look up fees |
Leading companies understand that how they interact with customers is just as important as what they deliver. Frontline managers face unique challenges at the organisation’s boundary where customer needs and demands may be complex. These managers must be agile to adapt and deploy resources (employees, technologies and customers) to align with dynamic market and customer information.
This subject develops managerial capabilities to facilitate evidence-based decisions and develop innovative strategies to transform customer experiences. Customer experience (CX) leadership focuses on the development of deep understanding and practical capabilities to: (1) inspire and maintain a customer-centric service culture (2) design and orchestrate desirable customer experiences across the entire customer journey; (3) harness technologies (e.g., AI-driven services) for seamless and improved customer experiences; (4) deploy customer metrics to guide experience improvements; (5) engage frontline employees and mitigate their role stressors; and (6) empower employees for effective service recovery.
Intended learning outcomes
On completion of this subject, students should be able to:
- Lead through practice to develop and maintain a customer centric culture within teams and the broader organisation.
- Demonstrate advanced understanding of customer related metrics such as customer expectations, service quality, satisfaction, loyalty and net promoter score.
- Critically analyse customer service technologies and practice through evidence-based research.
- Map out a critical customer journey and identify pain points within journey for re-design.
- Recognise frontline employee role stress and facilitate the building of resilience.
- Empower frontline employees to deliver effective service recovery.
Generic skills
- Frontline employee leadership
- Critical thinking for touchpoint re-design
- Effective evaluation of market metrics and emergent market and environmental conditions
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Online quizzes
| From Week 1 to Week 8 | 20% |
Customer journey map
| Week 6 | 40% |
Customer experience report
| End of semester | 40% |
Last updated: 9 April 2024
Dates & times
- Term 1 - Online
Coordinator Liliana Bove Mode of delivery Online Contact hours Total time commitment 170 hours Pre teaching start date 24 January 2022 Pre teaching requirements During the pre-teaching period, students should familiarise themselves with the learning platform and the subject requirements. Teaching period 31 January 2022 to 27 March 2022 Last self-enrol date 25 January 2022 Census date 18 February 2022 Last date to withdraw without fail 11 March 2022 Assessment period ends 3 April 2022 Term 1 contact information
Email: continuing-education@unimelb.edu.au
Phone: + 61 3 8344 0149
Contact hours: https://unimelb.edu.au/professional-development/contact-us
Prof Liliana Bove lbove@unimelb.edu.au
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 9 April 2024