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Customer Experience Management (MKTG90007)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

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Semester 1
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Most business leaders understand that regardless of the industry, delivering a relevant and reliable customer experience is critical to overall business performance. This subject will focus on what an organisation can do to support or deliver customer experiences for enhanced brand loyalty and organisational success.
Topics will focus on managing the human, digital and/or physical touchpoints which make up each stage of the customer journey - pre-purchase, purchase and post-purchase- including the quality and value (e.g., cognitive, emotional, sensorial, social, etc ) the touchpoints provide.
Subject matter will also encompass how a business can manage the contextual factors that impact the customer experience such as servicescapes; the behaviour of front-line staff and other customers; including the customer’s own ability and desire to co-create value. Finally, the principles and theories behind how a business can bounce back and effectively recover when experiences go wrong will be provided.

Intended learning outcomes

On successful completion of this subject, students should be able to:

  • Understand customer experience management (CXM) and its importance to business success
  • Learn how to cultivate a customer-centric culture
  • Map and evaluate customer journeys, uncovering pain points
  • Measure and manage metrics for desired customer experience
  • Identify and manage contextual influences on customer experience, including the servicescape, and the behaviour of service employees and other customers
  • Manage effective recovery following a poor experience

Generic skills

  • Interpretative and analytical skills, through the application of the conceptual and theoretical frameworks presented in seminars to the 'real world' assignment
  • The ability to critically evaluate a service business based upon the theories and frameworks presented in seminars
  • The ability to synthesise and interpret data and other information sources
  • The ability to work in a team through the group assignment
  • Oral and written communication skills, through seminar discussions, presentations and written report

Last updated: 9 April 2024