Course overview
This course examines customer experiences in services by reviewing core services marketing theories and concepts and then deepening these understandings based on the latest research into customers experience when purchasing, accessing, or using services. Building on foundational insights from the service economy, this course also focuses on customer journey mapping by studying customer engagement and the service experience throughout the customer journey, as well as the barriers to accessing services for vulnerable groups of consumers.
Course learning outcomes
- Identify and explain core services marketing theories and concepts, and leverage them to understanding customer experience in services
- Evaluate critical aspects of the service encounter and the role of the customer in designing effective service strategies;
- Apply services marketing research and learnings to develop insights for customer engagement throughout the customer journey, (purchasing, accessing, or using services, and including barriers to access)
- Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously