MSCA 710 - The Consumer Experience

Graduate Division
The customer experience (CX) is the set of perceptions that customers have with respect to interactions with an organization through any channel at any time. This course outlines the parameters of CX and examines the experiential dimension of marketing, branding, retailing, entertainment, and services. Students will gain an understanding of consumer journey mapping of multiple consumer personas, in order to fully understand customer needs, wants, and motivations. Lessons will cover the strategic use of consumer metrics such as customer satisfaction, service quality, and brand loyalty with operations and profitability measures. Students will be expected to develop a CX metrics plan to monitor and improve the customer experience that includes a problem statement, an understanding of the consumer, research design, identification of data sources, and KPIs.
credit(s): 3