To develop the student’s ability to apply customer experience management (CEM) strategy as a core element of the digital customer value management. This includes new perspectives on the customer experience management and exploitation of touchpoint data to support marketing and business decisions. To use selected methods for analyzing the customer experience strategy and process of a company and the exploitation of such customer insight to deliver optimal experiences at all times and in defining business strategy, competitive differentiation (brand promise) and profitability in a digital business context. Lastly to offer student the ability to carry out demanding specialist tasks independently in the strategic management of customer experience through Touch-Point management and its exploitation to support marketing strategy and the strategic management of the business.

Main competences on the course: proactive development, operating in a workplace

- Customer value management (CVM)
- Digital Customer Experience Management
- Types of customer experience
- Customer experience journey
- Branded Experience
- Leading the CEM strategy in an organization
- Touchpoints
- Voice of the customer (VOC) Management
- Touchpoints analysis
- Touchpoint data collection and analytic tools
- Analyzing and interpretation of customer insight data for strategic insights
- Use and implementation of CX analytics
- Presentation of development options and their possible implementation