Experience Management

In
Modality: Presencial
Lasting: 2 weeks (4 ECTS) (Winter School)
Hours: 55 hours
Start date: 07/01/2019
Languages: English

Subjects


Defining Customer Experience

Customer Experience Management

Innovating Customer Experience

Case Studies


DEFINING CUSTOMER EXPERIENCE

Objectives:

  • Observe the evolution of the approach from the commercialization of a product or service to the experience.
  • Identify the new generation of Customers.
  • Learn how to classify and analyze the customers and, therefore, improve the customer loyalty.
  • Learn about the scope of the customer experience in services.

Contents:

  • What is an Experience: From Product and Service towards Experience.
  • New Generation of Customers: What Are They After?
  • Experience Providers.
  • Experience Scope.
  • Strategic Experiential Modules.

CUSTOMER EXPERIENCE MANAGEMENT

Objectives:

  • Get to know the key factors to control the servuction process.
  • Get to know the key factors of the memorability of the experience.
  • Get to know new ways to maintain customer loyalty.

Contents:

  • Customer Journey & Experiential Marketing.
  • Planning the Customer Journey: Mapping.
  • The Experience during the Servuction Process.
  • Storytelling.
  • Customer Loyalty.

INNOVATING CUSTOMER EXPERIENCE

Objectives:

  • Develop analytical skills in the analysis of other companies’ practices.
  • Share expertise and learn about most successful practices.
  • Enhance the critical thinking and improve the capacity of decision-making.

Contents:

  • Focusing on Customer Needs.
  • Innovation Experience Methods.

CASE STUDIES

Objectives:

  • Develop analytical skills in the analysis of other companies’ practices.
  • Share expertise and learn about most successful practices.
  • Enhance the critical thinking and improve the capacity of decision-making.

Contents:

  • Sharing Experience: Most Successful Practices.

Examples of Professional Visits:

  1. Majestic Hotel
  2. Olha Hotel

SUBJECTS