MKT 540 Customer Experience Design

While marketers have traditionally focused on the four “P’s” (price, product, promotion, placement), growing a loyal customer base in our digital society requires more than meeting customer expectations and good customer satisfaction scores. This course explores the theory, method, and application of a relatively new area of study: customer experience design. Customer experience—or CX—is the summary of all the interactions a company has with a customer over time. Rather than look at consumers as isolated individuals making rational decisions, customer experience design creates a holistic view of an organization's customer experience and identifies opportunities that can deepen relationships and drive loyalty.