Customer Experience Management (MASTER)

Customer Experience Management (CXM) is a contemporary business practice designed to put an enterprise into closer touch with its customers in order to learn more about them on an individual level and, on this basis, deliver greater value to each of them. It includes a set of approaches to understand the principles of acquisition, retention and growth of the value of consumer base, and influence customer experience If implemented properly, CXM may become an invaluable source of sustainable competitive advantage, creating higher value for the customers, as well higher profits for the firm., CXM is a business philosophy that has to permeate the entire organisation in order to produce results.
In this course the students will understand customer-cantered marketing approaches. They will get acquainted with methods and technics related to CXM, together with information technology, enable generating marketing intelligence and lead to effective and efficient management of customers.

Evolution of relationship with customers and introduction to customer experience management (CXM)
Consumer journey and omnichannel management
CXM metrics
Customer value
Differentiation between customers
IT support to customer experience management
Methodology for CXM implementation
Business process modelling for CXM
Methods and tools for analytical CXM