Contents
Session 1 – Introduction...................................................................................... 3
What is customer experience?.........................................................................3
Different Touchpoints in CXM:..........................................................................3
The customer journey...................................................................................... 3
Creating and Capturing Value..........................................................................4
The TCQ Perspective........................................................................................ 4
RECAP:............................................................................................................. 5
Session 2 – Essent Case Presentation..................................................................6
Functional vs emotional experience.................................................................6
Pyramid of emotional customer experience.....................................................6
Time well saved (Efficiency):............................................................................ 7
Time well spent (Meaningful Experience):........................................................7
Examples of digital customer experience improvements.................................7
Session 3 – Customer Experience Measurement.................................................8
How can we measure the customer experience?.............................................8
Defining Features of Experiences (Driver of CX)..............................................8
Subjectivity of attitudes and intentions............................................................9
Net Promoter Score.......................................................................................... 9
Pitfalls of NPS................................................................................................. 10
Measuring CX Outcomes with Behaviors........................................................11
Validating the NPS with Earned Growth..........................................................11
Session 4 – Customer Experience Optimization................................................12
Analytical concepts a CX Manager should understand:..................................12
Paper: Li et.al................................................................................................. 14
Satisfier and dissatisfier touchpoints.............................................................14
Paper: Kranzbuehler et.al............................................................................... 14
3. Data-driven Segmentation and Personas...................................................15
Session 5 – Guest Lecture: Creating Social Value..............................................15
Why do (brand) communities exist and what do consumers get out of them?
....................................................................................................................... 15
Social Identity Theory..................................................................................... 15
How can you build a brand community from scratch?...................................15
How do you ensure that members behave as they should behave?..............16
How do you encourage members to contribute to the brand community?....16
Session 6 - Customer Experience Disruptions...................................................16
How to manage failures in the customer journey?.........................................16
, Recovery:....................................................................................................... 16
Why does recovery matter?........................................................................... 16
Paper: Van Vaerenbergh et.al.........................................................................16
Justice perceptions......................................................................................... 17
Social media (vs normal complaining)............................................................18
Paper: Herhausen et.al................................................................................... 18
Session 7 – Customer Experience Disruptions - Part 2......................................18
Online Firestorms........................................................................................... 18
Paper: HERHAUSEN 2019 # Detecting, preventing, and mitigating online
firestorms in brand communities....................................................................19
Service Recovery Paradox.............................................................................. 20
Session 7 - Customer Experience Appropriation................................................21
Eroding (Loss of) value for the customer........................................................21
The pricing triangle........................................................................................ 22
Willingness to pay.......................................................................................... 22
Session 8 – Guest Lecture – Myth busting in CXM.............................................23
Do’s and Dont’s in Customer Experience Management.................................23
Do’s:............................................................................................................... 23
Dont’s:............................................................................................................ 24
How to avoid Myths........................................................................................ 25
Session 9 – Customer Experience Appropriation – Part 2..................................25
Influencing the WTP....................................................................................... 25
Expanding the Pricing Paradigm:....................................................................26
De-Coupling - Value Creation and Capturing..................................................26
Session 9 – Automated Customer Experience...................................................26
Difference between AI and Machine learning?...............................................26
High Tech in Customer-Facing Interactions.....................................................26
Paper: Huang et.al.......................................................................................... 26
Customer value in “High Touch”.....................................................................27
and in “High Tech”.......................................................................................... 27
How to use AI in customer experience?.........................................................28
How to manage your algorithms:...................................................................28
Session 10 – Connected Customer Experience..................................................28
Components of smart-connected products:...................................................29
Capabilities of smart, connected products:....................................................29
Internet of Things - Revenue Model Framework (Value capturing).................29
Paper: Thomke............................................................................................... 30
, Session 1 – Introduction
What is customer experience?
Multi-dimensional construct includes sensorial (perceptual), affective
(emotional), cognitive (thought-driven), behavioral (actions and reactions), and
social (sense of belonging or status) responses to a firm’s offering during the
customer’s entire purchase journey
Which dimensions really matter depends on the product and the customer
Customer experience depends on the product (high-involvement vs low-
involvement purchase)
Our expectations can vary a lot (depending on everyday purchase vs bigger
purchase)
Different Touchpoints in CXM:
Brand-Owned Touchpoints: These are directly controlled by the company, such
as advertisements, websites, and customer service. The brand's messaging and
service design are essential for guiding customer perceptions. advertising,
website, loyalty programs, packaging, service
Partner-Owned Touchpoints: Shared interactions between brands and
partners impact CX. These touchpoints require coordinated management to
ensure consistency and quality. distribution partners,
multivendor loyalty programs
Customer-Owned Touchpoints: Activities driven by the customer. These
touchpoints often reveal personal interpretations of the product or service that
can be crucial for insights. choice of payment, product use
Social/External Touchpoints: External factors like peer influence, social media,
and third-party reviews heavily shape CX that influence the behavior/perception
of touchpoints forums, communities, social media, reviews
The customer journey
Pre-Purchase: All aspects of customer’s interaction with the brand,
category, environment before a purchase transaction (need recognition,
consideration and search)
Purchase: Covers all customer interactions with the brand and its environment
during the purchase (choice, ordering, payment)
Post-Purchase: Interactions with brand following the actual purchase (usage,
service requests, engagement)
The actual customer journey is much more complex and varying than the
imagined journey (more like a bee that flies around, can’t decide, gets
distracted etc.)
Session 1 – Introduction...................................................................................... 3
What is customer experience?.........................................................................3
Different Touchpoints in CXM:..........................................................................3
The customer journey...................................................................................... 3
Creating and Capturing Value..........................................................................4
The TCQ Perspective........................................................................................ 4
RECAP:............................................................................................................. 5
Session 2 – Essent Case Presentation..................................................................6
Functional vs emotional experience.................................................................6
Pyramid of emotional customer experience.....................................................6
Time well saved (Efficiency):............................................................................ 7
Time well spent (Meaningful Experience):........................................................7
Examples of digital customer experience improvements.................................7
Session 3 – Customer Experience Measurement.................................................8
How can we measure the customer experience?.............................................8
Defining Features of Experiences (Driver of CX)..............................................8
Subjectivity of attitudes and intentions............................................................9
Net Promoter Score.......................................................................................... 9
Pitfalls of NPS................................................................................................. 10
Measuring CX Outcomes with Behaviors........................................................11
Validating the NPS with Earned Growth..........................................................11
Session 4 – Customer Experience Optimization................................................12
Analytical concepts a CX Manager should understand:..................................12
Paper: Li et.al................................................................................................. 14
Satisfier and dissatisfier touchpoints.............................................................14
Paper: Kranzbuehler et.al............................................................................... 14
3. Data-driven Segmentation and Personas...................................................15
Session 5 – Guest Lecture: Creating Social Value..............................................15
Why do (brand) communities exist and what do consumers get out of them?
....................................................................................................................... 15
Social Identity Theory..................................................................................... 15
How can you build a brand community from scratch?...................................15
How do you ensure that members behave as they should behave?..............16
How do you encourage members to contribute to the brand community?....16
Session 6 - Customer Experience Disruptions...................................................16
How to manage failures in the customer journey?.........................................16
, Recovery:....................................................................................................... 16
Why does recovery matter?........................................................................... 16
Paper: Van Vaerenbergh et.al.........................................................................16
Justice perceptions......................................................................................... 17
Social media (vs normal complaining)............................................................18
Paper: Herhausen et.al................................................................................... 18
Session 7 – Customer Experience Disruptions - Part 2......................................18
Online Firestorms........................................................................................... 18
Paper: HERHAUSEN 2019 # Detecting, preventing, and mitigating online
firestorms in brand communities....................................................................19
Service Recovery Paradox.............................................................................. 20
Session 7 - Customer Experience Appropriation................................................21
Eroding (Loss of) value for the customer........................................................21
The pricing triangle........................................................................................ 22
Willingness to pay.......................................................................................... 22
Session 8 – Guest Lecture – Myth busting in CXM.............................................23
Do’s and Dont’s in Customer Experience Management.................................23
Do’s:............................................................................................................... 23
Dont’s:............................................................................................................ 24
How to avoid Myths........................................................................................ 25
Session 9 – Customer Experience Appropriation – Part 2..................................25
Influencing the WTP....................................................................................... 25
Expanding the Pricing Paradigm:....................................................................26
De-Coupling - Value Creation and Capturing..................................................26
Session 9 – Automated Customer Experience...................................................26
Difference between AI and Machine learning?...............................................26
High Tech in Customer-Facing Interactions.....................................................26
Paper: Huang et.al.......................................................................................... 26
Customer value in “High Touch”.....................................................................27
and in “High Tech”.......................................................................................... 27
How to use AI in customer experience?.........................................................28
How to manage your algorithms:...................................................................28
Session 10 – Connected Customer Experience..................................................28
Components of smart-connected products:...................................................29
Capabilities of smart, connected products:....................................................29
Internet of Things - Revenue Model Framework (Value capturing).................29
Paper: Thomke............................................................................................... 30
, Session 1 – Introduction
What is customer experience?
Multi-dimensional construct includes sensorial (perceptual), affective
(emotional), cognitive (thought-driven), behavioral (actions and reactions), and
social (sense of belonging or status) responses to a firm’s offering during the
customer’s entire purchase journey
Which dimensions really matter depends on the product and the customer
Customer experience depends on the product (high-involvement vs low-
involvement purchase)
Our expectations can vary a lot (depending on everyday purchase vs bigger
purchase)
Different Touchpoints in CXM:
Brand-Owned Touchpoints: These are directly controlled by the company, such
as advertisements, websites, and customer service. The brand's messaging and
service design are essential for guiding customer perceptions. advertising,
website, loyalty programs, packaging, service
Partner-Owned Touchpoints: Shared interactions between brands and
partners impact CX. These touchpoints require coordinated management to
ensure consistency and quality. distribution partners,
multivendor loyalty programs
Customer-Owned Touchpoints: Activities driven by the customer. These
touchpoints often reveal personal interpretations of the product or service that
can be crucial for insights. choice of payment, product use
Social/External Touchpoints: External factors like peer influence, social media,
and third-party reviews heavily shape CX that influence the behavior/perception
of touchpoints forums, communities, social media, reviews
The customer journey
Pre-Purchase: All aspects of customer’s interaction with the brand,
category, environment before a purchase transaction (need recognition,
consideration and search)
Purchase: Covers all customer interactions with the brand and its environment
during the purchase (choice, ordering, payment)
Post-Purchase: Interactions with brand following the actual purchase (usage,
service requests, engagement)
The actual customer journey is much more complex and varying than the
imagined journey (more like a bee that flies around, can’t decide, gets
distracted etc.)
