Marketing
Prof. Dr. Reinhold Decker
Brief Description
Customer Experience Management (CEM) is a strategic process focused on understanding, measuring, and shaping experiences across the entire customer journey and at all touchpoints. The customer experience occurs before, during, and after the purchase of a product or service. In today's world, customers interact with companies through a variety of multi-channel touchpoints, which often leads to increasingly complex customer journeys. Therefore, managing customer experiences is one of the top business priorities for executives and one of the most challenging topics for researchers. Customer Experience Management is the future battleground where companies compete to deliver exceptional customer experiences, thereby gaining a competitive advantage and differentiating their brand.
The goal of the "Customer Experience Management (CEM)" course is to explore the phenomena of customer experience and provide students with an overview of the theoretical foundations and approaches of CEM. Contemporary elements and concepts of customer experience (e.g., Customer Journey, Customer Touchpoints, Value Creation, and Brand Experience) will be discussed. Special attention will also be given to the emotions and purchasing behavior of consumers in the digital environment. Additionally, techniques and applications for measuring customer experience will be explained, incorporating both current insights from relevant scientific research and various practical examples (e.g., through practitioner lectures).
Literature Overview
Basic Literature
- Klaus, P‘& Maklan, S 2013, 'Towards a Better Measure of Customer Experience', International Journal of Market Research, vol. 55, no. 2, pp. 227–246.
- Lemon, KN & Verhoef, PC 2016, 'Understanding Customer Experience Throughout the Customer Journey', Journal of Marketing, vol. 80, no. 6, pp. 69–96.
Supplementary Literature
- Bruhn, M 2012, Customer experience, Springer Gabler, Wiesbaden.
- Rusnjak, A & Schallmo, DRA (eds.) 2018, Customer Experience im Zeitalter des Kunden. Best Practices, Lessons Learned und Forschungsergebnisse, Springer Gabler, Wiesbaden.
- Soudagar, R, Iyer, V & Hildebrand, V 2012, The customer experience edge. Technology and techniques for delivering an enduring, profitable and positive experience to your customers, McGraw-Hill, New York.
- Walden, Steven (2017): Customer Experience Management Rebooted. Are you an Experience brand or an Efficiency brand? London: Palgrave Macmillan UK Macmillan.
Course materials / Exam Dates
- The course materials can be found in the course's Moodle page.
- Exam dates can be found on the semester overview page.
- Information on exam review and the related online registration form can be accessed via this link.