Digital Customer Experience Development (5 cr)

Objective

On completion the course the student understands the impact of digital customer experience (DCX) for competitive advantage and the role of customer experiences as part of the corporate culture. The student knows how to use agile customer driven research methods and is familiar with digital service channels, tools, solutions, platforms and production. The student is able to plan and produce online value and automated digital processes. The student knows how to measure and track digital customer experiences.

Content

* Digital customer experience development and competitive advantage
* Excellent customer experiences as part of the corporate culture
* Agile customer driven research methods
* Digital service channels, tools, solutions and platforms
* Planning and creating online value
* Producing automated digital processes and AI

Location and time

Online/Zoom pls see Course Programme on Oma

Materials

• Zoom ja video/ppt materials
• HubSpot Academy manuals and videos
• Digital Marketing Excellence, Dave Chaffey, PR Smith, 7th edition, 2023 (also as an ebook)
• Korkiakoski Kari, Asiakaskokemus ja henkilöstökokemus, Alma, 2019 (also as an ebook)
• Curedale, Robert, Service Design, Process & Methods (not as an ebook)
• Stickdorn, Marc, This is service design methods (also as an ebook)
• Stickdorn, Marc, This is service design doing (also as an ebook)
• Digital Customer Experience Engineering : Strategies for Creating Effective Digital Experiences Wiedenhofer Lars, Apress L. P. 2021(also as an ebook)

Teaching methods

Online/Zoom lectures and workshops
Development plans/video presention( teams 1-3 students)
Peer revies / individual assignment

Employer connections

NA

Exam schedules

NA

International connections

NA

Completion alternatives

NA

Student workload

20 hrs lectures
115 hrs teamwork/individual work

Content scheduling

Pls see Course Programme on Oma

Further information

Developing the digital customer experience
• Excellent customer experiences as part of the corporate culture
• Agile customer-oriented research methods
• Designing a digital customer experience and creating value online
• Digital service channels, tools, solutions and platforms
• Automation of digital processes and the use of artificial intelligence
• Digital Customer Experience Metrics and Tracking

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment criteria, good (3)

Good overall performance: can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Assessment criteria, excellent (5)

Excellent performance in all elements of the course: shows interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support his/her argument with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment methods and criteria

• Development plan (groups of 1-3 persons) on video 50-80 p. minimum 40p.
• Peer review (individual) 0-20 p. minimum 10 p.
• The maximum possible score for task replays and late assignments is 50%.

Qualifications

Completed higher education degree (Bachelor level)