BUAD 595 - Customer Experience Management

To be competitive in today’s marketplace, service organizations must provide a quality experience for their customers. Customer experience management (CEM) is the process of strategically managing a customer’s entire experience with a company. Specifically, this course identifies the key dimensions on which customer perceptions of service excellence are based, and describes strategies for offering superior customer service. Key course concepts include: (1) identifying the key drivers of service excellence, (2) reducing problems (i.e., failures) in service performance, (3) measuring customer and employee satisfaction, (4) developing a service recovery system, (5) understanding the role of employees in the service process, (6) managing and measuring financial customer outcomes, (7) developing social media marketing strategy, and (8) managing customer rewards/loyalty programs. Students who complete this course will not only have a better understanding of how customers evaluate service firms; they will also have a “tool kit” of ideas, measures and techniques to help improve service excellence.