CUSTOMER EXPERIENCE MANAGEMENT
25.10.2023 – 26.10.2023

Name: CUSTOMER EXPERIENCE MANAGEMENT 25.10.2023 - 26.10.2023
Availability: OutOfStock

This one-day workshop teaches the concept of customer experience as a management tool. Participants learn which areas of perception the customer experience encompasses and learn how companies can manage it using examples.

Learning goals

Upon completion of the course, participants will be familiar with the customer experience process model Customer Journey and the method of Customer Journey Mapping. They will also be able to apply the concept to an exemplary customer persona and derive concrete recommendations for the design of the customer experience.

Content

Dimensions of customer experience and how they are captured by customers
Process model of customer experience Customer Journey Map and application to a designed customer persona
Insights for the management of the customer experience

This course is an integrated day workshop with units of both theoretical input and practical application. The course is divided into approximately 4 hours on each of these aspects and will actively facilitate interaction and exchange among participants.

Target group

The course is aimed at employees from middle management, from any field, with an interest in brand management.

Prerequisites

Interest and curiosity in the topic.

Dates

October 25 - 26, 2023 (on-site in Berlin).

LECTURER

Prof. Dr. Nancy Wünderlich und Dr. Julia Rötzmeier-Keuper

Prof. Dr. Nancy Wünderlich has held the Chair of Digital Markets at Technische Universität Berlin since February 2021. Previously, she was Chair of Service Management and Technology Marketing at the University of Paderborn. She is also an International Faculty Member of the Center for Service Leadership at Arizona State University, Tempe/USA. She completed her studies in history and sociology at the Ruhr University Bochum as Magistra Artium and her studies in economics and social sciences at the University of Dortmund as Diplom-Kauffrau. She has been researching digital transformations from an economic perspective since her doctorate at the Technical University of Munich on the topic of smart services. Her research focuses on consumer behaviour in digital markets, consumer acceptance of technologies (e.g. AI-based assistants, social robots, chatbots) and the use of digital platforms as well as the management of digital transformation, the development of platform business models and the offering of smart services and products. She has published in leading journals, including MIS Quarterly, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Business Research. Prof. Dr. Wünderlich has received numerous national and international awards, including from the American Marketing Association (SERVSIG), the Society of Marketing Advances, the Academy of Marketing Science, the International Conference on Information Systems (ICIS), and the German Federal Ministry of Education and Research.

Dr. Julia Rötzmeier-Keuper joined the Department of Digital Markets at Technische Universität Berlin in February 2021 as a Research Associate. She completed her doctorate in economics as well as her studies in business administration at the University of Paderborn, where she also worked as a Research Assistant at the Chair of Business Administration, esp. Service Management, from 2013. She is particularly interested in the topics of customer experience and brand management as both an integral part of teaching, as well as a critical source of support for medium-sized companies in terms of the practical application of research methodologies and findings.

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