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Customer Experience Design for Non-Designers

Maastricht Summer School
Netherlands, Maastricht
Maastricht Summer School Netherlands, Bonnefantenstraat 2, 6211 KL Maastricht, The Netherlands
Tuition fee €598 per programme

Overview

Coordinator
Michael Thompson

Description
To be successful and to differentiate from their competitors, companies strive to deliver superior Customer Experiences (CX). But what does this mean in practice? How are customer experiences designed, or rather, how should they be designed. Who does this work? What kinds of skills are necessary? How is CX different than product design? In this course, students will learn why experience design is critical for any corporate professions they might choose –Entrepreneurship, Strategy, Marketing, Product Development, Operations — and critical to the success of their future companies. This course will help them understand how their professional activities relate to the CX initiatives they will see in whatever field they choose.

Course Duration and Dates
This is a one week course running from the 29th of June until the 3rd of July, 2020

ECTS
The number of credits earned after successfully concluding this course is the equivalent of 2 ECTS according to Maastricht University’s guidelines. For further information see the MSS terms and conditions


Goals
- Explore customer experience from a holistic perspective and learn the types of company and departmental activities it impacts
- Learn how all company employees can make an impact on customer experience
- Understand how CX drives competitive advantage, and where most companies fail
- Use a framework to map, measure and monitor CX activities throughout an organization
- Define strategies for working with 3rd parties and best practices for outsourcing customer experience activities

Instruction language
EN

Prerequisites
No prerequisites. This is primarily targeted at EBC and Business Engineering Students, but any student interested in management or running his or her own company will find the content relevant for their career directions.

Recommend literature
www.mckinsey.com/business-functions/operations/our-insights/designing-and-starting-up-a-customer-experience-transformation
interactions.acm.org/archive/view/may-june-2018/the-cx-tower-of-babel
www.accenture.com/t20161122T212500Z__w__/us-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_18/Accenture-Retail-Customer-Experience.pdf#zoom=50
go.forrester.com/blogs/ai-revolution-cx-measurement/
www.gartner.com/smarterwithgartner/how-to-measure-customer-experience/
• “The Design, Control and Measurement of Outsourcing Practices” Production Planning & Control. The Management of Operations, Volume 24, 2013. Issue 4-5 doi-org.ezxy.ie.edu/10.1080/09537287.2011.648486
• “Bridging the Gap between Brand Strategy and Customer Experience”, Simon Clatworthy, (2012) “Bridging the gap between brand strategy and customer experience”, Managing Service Quality: An International Journal, Vol. 22 Issue: 2, pp.108-127, doi-org.ezxy.ie.edu/10.1108/09604521211218936

Teaching methods
Each class will involve a combination of both lecture and hands-on cases derived from real-world situations. I have 25 years of professional corporate experience to draw on.

Assessment methods
Attendance
Presentation
Take home exam

Apply now! Block 1.0 MSS Summer 2019/20
Application deadline
Jun 8, 2020 23:59
Europe/Amsterdam time
Studies commence
Jun 29, 2020

Application deadlines apply to citizens of: United States

Apply now! Block 1.0 MSS Summer 2019/20
Application deadline
Jun 8, 2020 23:59
Europe/Amsterdam time
Studies commence
Jun 29, 2020

Application deadlines apply to citizens of: United States