Customer Experience Management
Lecture summary
Table of Contents
Lecture 1: What is customer experience? ............................................................................................... 2
Guest lecture: Essent ............................................................................................................................... 7
Lecture 3: Customer Experience Measurement ...................................................................................... 9
Lecture 4: Consumer Experience Optimization I ................................................................................... 17
Lecture 5: Customer Experience Optimization II ................................................................................... 23
Guest lecture: Creating Social Value (RWTH Aachen Uni) ..................................................................... 26
Lecture 6: Customer Experience Disruptions I ...................................................................................... 29
Lecture 7: Customer Experience Disruptions II ..................................................................................... 33
Lecture 8: Customer Experience Appropriation I .................................................................................. 37
Lecture 9: Guest lecture ........................................................................................................................ 41
Customer Experience Appropriation II .................................................................................................. 46
Lecture 10: Automated Customer Experience I .................................................................................... 48
Lecture 11: Automated Customer Experience II ................................................................................... 55
Connected Customer Experience .......................................................................................................... 56
,Lecture 1: What is customer experience?
“What people really desire are not products but satisfying experiences ” (Abbott, 1955)
Example: BMW → The experience with a BMW is not just driving, it is about the whole experience in
the shop, on the website, the garage, catalogues, how others talk about BMW, advertisements, etc.
→ it all influences your experiences & how you see the brand and company.
What is customer experience? it is about accessibility: who can I find after purchasing a product?
Multi facete / dimensional experience = There are multiple stages in the customer experiences, of
owning and using a product. It covers both the functional and emotional experience. It has to do with
the fact that there are multiple channels where you can access the brand and influences the brand.
There are multiple customer touchpoints/channels, where you as a brand, do not have the control.
Some touchpoints (BMW garage or social media messages), the firm doesn’t have the control on the
customer journey.
The process customer journey and experience:
Different types of touchpoints:
,Slicing the customer journey:
The prototypical customer journey:
The reality is more complex:
, In a Nutshell: Creating and capturing value:
Customer Experience defined;
The touchpoints, context, qualities (TCQ) nomenclature
Lecture summary
Table of Contents
Lecture 1: What is customer experience? ............................................................................................... 2
Guest lecture: Essent ............................................................................................................................... 7
Lecture 3: Customer Experience Measurement ...................................................................................... 9
Lecture 4: Consumer Experience Optimization I ................................................................................... 17
Lecture 5: Customer Experience Optimization II ................................................................................... 23
Guest lecture: Creating Social Value (RWTH Aachen Uni) ..................................................................... 26
Lecture 6: Customer Experience Disruptions I ...................................................................................... 29
Lecture 7: Customer Experience Disruptions II ..................................................................................... 33
Lecture 8: Customer Experience Appropriation I .................................................................................. 37
Lecture 9: Guest lecture ........................................................................................................................ 41
Customer Experience Appropriation II .................................................................................................. 46
Lecture 10: Automated Customer Experience I .................................................................................... 48
Lecture 11: Automated Customer Experience II ................................................................................... 55
Connected Customer Experience .......................................................................................................... 56
,Lecture 1: What is customer experience?
“What people really desire are not products but satisfying experiences ” (Abbott, 1955)
Example: BMW → The experience with a BMW is not just driving, it is about the whole experience in
the shop, on the website, the garage, catalogues, how others talk about BMW, advertisements, etc.
→ it all influences your experiences & how you see the brand and company.
What is customer experience? it is about accessibility: who can I find after purchasing a product?
Multi facete / dimensional experience = There are multiple stages in the customer experiences, of
owning and using a product. It covers both the functional and emotional experience. It has to do with
the fact that there are multiple channels where you can access the brand and influences the brand.
There are multiple customer touchpoints/channels, where you as a brand, do not have the control.
Some touchpoints (BMW garage or social media messages), the firm doesn’t have the control on the
customer journey.
The process customer journey and experience:
Different types of touchpoints:
,Slicing the customer journey:
The prototypical customer journey:
The reality is more complex:
, In a Nutshell: Creating and capturing value:
Customer Experience defined;
The touchpoints, context, qualities (TCQ) nomenclature
