Customer Experience Management

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2026.

Customer experience is a key factor for business success today. This course focuses on understanding and managing the interactions between companies and their customers. We will explore how businesses design, deliver, and evaluate customer experiences that create lasting value for both customers and the company.

You will learn how to manage customer touchpoints in various service sectors, with a special focus on new technologies like AI and service robots that are transforming customer interactions. By applying both theory and practice, students will understand the importance of creating positive customer experiences in service businesses.

Course content

• Introduction to customer experience management (CEM)
• Designing customer experience: service blueprinting and journey mapping
• Understanding customers: personalization and co-creation
• Sustainable service models and business practices
• Digital technologies and customer experience: AI and service robots
• Service recovery and handling complaints
• Service innovation and experience co-creation
• Managing customer interactions in both traditional and digital channels
• Cultural and demographic influences on customer experience
• Evaluating and measuring customer experience performance