23C72050 - Customer Experience Management, 25.02.2019-03.04.2019
This course space end date is set to 03.04.2019 Search Courses: 23C72050
Topic outline
-
Mandatory readings:
For session 2:
- Meyer & Schwager (2007). Understanding Customer Experience. https://hbr.org/2007/02/understanding-customer-experience)
- Court et al. (2009): The Consumer Decision Journey https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
- Rawson et al. (2013). The Truth about Customer Experience. https://hbr.org/2013/09/the-truth-about-customer-experience/
- Edelmann (2010). Branding in
the Digital Age. https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
- Edelmann & Singer (2015). Competing on Customer Journeys. https://hbr.org/2015/11/competing-on-customer-journey
- Macdonald et al. (2012). Better Customer Insight – in Real Time. https://hbr.org/2012/09/better-customer-insight-in-real-time/ar/1
- Busche, L. (2014). The Skeptic's Guide To Low-Fidelity Prototyping. Smashing Magazine.
Readings mentioned during the sessions:Session 3 - Two-sided markets/platforms- Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard business review, 84(10), 92.
Session 5 - Net Promoter Score- Reichheld, F.F. (2003). The One Number You Need to Grow. https://hbr.org/2003/12/the-one-number-you-need-to-grow
-
Illustrative example 1: Customer journey mapping FilePDF document
-
Illustrative example 2: Customer journey mapping FilePDF document