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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Monitoring, designing and managing customer experiences (CX) is essential to overall business performance. This subject will explore how organisations can enhance customer and employee experiences to promote brand satisfaction, loyalty, positive word of mouth, and overall well-being. 

We will investigate the management of human, digital, and physical touchpoints throughout each stage of the customer journey: pre-purchase, purchase, and post-purchase. 

We will understand how businesses can manage contextual factors that impact customer experience. This includes the visual aesthetics of omnichannel environments and the interactions with front-line staff, including chatbots and robots. We will also examine the role of customers in the co-creation and co-destruction of value. Finally, we will learn how to identify and monitor crucial customer experience pain points and how businesses can effectively recover from significant negative deviations in customer experience ratings.

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 physical and digital landscape, and the behaviour of service employees and other customers
  • Manage effective recovery following a poor customer experience

Generic skills

  • Critical evaluation of evidence in support of an argument or proposition
  • Communication of management and commerce related ideas, theories and solutions to peers and the wider community
  • Ability to synthesize ideas, theories and data in developing solutions to business and commerce problems
  • Research skills including the retrieval of information from a variety of sources
  • Demonstrate a capacity to successfully engage in collaborative activities such as group based work and activities
  • Interpret and communicate research results to specialist and non-specialist audiences

Last updated: 4 March 2025