GB 742 - Customer Experience Design and Delivery

(3.00 cr.)

This class drills down into topics that help managers understand how to create, deliver, and manage great customer experiences. Research demonstrates that there is a significant gap between how businesses believe they perform and consumer perceptions about how well they deliver against customer needs. Customers' journeys now have so many touchpoints across both digital and traditional channels, designing and delivering great experiences for customers is more complex and challenging than ever. To make matters even more complicated, customers' expectations are constantly evolving making it imperative that companies continually update their understanding of their customers by deliberately and continually collecting and interpreting customer data. In this class, students learn strategies (e.g., observational and survey research design and analysis) to help managers stay informed about customers' perceptions and expectations. Students learn about designing great experiences by understanding how to use virtual/physical environment, process design, and managing people to deliver excellence in service. Finally, understanding the outcomes of great customer experiences such as customer loyalty, net promoter scores, referrals, and word of mouth are covered. As a part of this course, this class evaluates a real-world company and the customer experience it delivers. Serves as an elective for both Management and Marketing specializations. Serves as an elective for both Management and Marketing specializations.

Prerequisite: GB 702 .
Sessions Typically Offered: Varies
Years Typically Offered: Varies