•   Customer Experience in the Digital Era HY00BS12-3004 01.01.2022-31.07.2022  5 credits  (CYJ22KJ, ...) +-
    Learning outcomes of the course
    The students will be able to:
    - Describe the industrial trends and challenges which are shaping the next generation of services and customer experiences in the digital age
    - Discover innovation in customer experience at the intersection of the digital, physical and social realms. Design customer journey emotions and touchpoints
    - Identify data sources and analytics to manage and monitor customer experiences
    - Generate insights from data analytics to manage customer loyalty
    - Identify what it takes to delight your Customers
    Teacher in charge

    Virpi Kaartti

    Mode of delivery

    Face-to-face

    Learning materials and recommended literature

    Zaki, Mohamed, (2019), "Digital Transformation: Harnessing Digital Technologies for the Next Generation of Services" Journal of Services Marketing,33 (4), 429-435. Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29 (5), 776-808. McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F. & Neely, A. (2019). “Gaining customer experience insights that matter”, Journal of Service Research, 21(1), 8-26. Holmlund, Maria, Vaerenbergh, Yves Van; Ciuchita, Robert; Ravald, Annika; Sarantopoulos, Panagiotis; Villarroel Ordenes, Francisco; Zaki, Mohamed (2020), “Customer Experience Management in the Age of Big Data Analytics: A Strategic Framework”, Journal of Business Research. Parasuraman, A; Ball, Joan; Aksoy, Lerzan; Keiningham, Timothy; Zaki, Mohamed (2020), "More than a Feeling?: Toward A Theory of Customer Delight", Journal of Service Management. Hartmann, Philipp Max, Mohamed Zaki, Niels Feldmann, and Andy Neely (2016), “Capturing Value from Big Data - A Taxonomy of Data-Driven Business Models Used by Start-Up Firms,” International Journal of Operations & Production Management, 36 (10), 1382-1406. Zaki, Mohamed, Bøe-lillegraven, T., and Andy Neely (2016). A Transition Towards a Data-Driven Business Model (DDBM): A Case Study of Nettavisen Online Newspaper Publishing. SAGE Publishing. Doi: http://dx.doi.org/10.4135/9781473970113.

    Teaching methods

    2 workshop days at Laurea Leppävaara campus
    2 online sessions (supervision and presentations) in Zoom
    Canvas e-learning environment
    Individual assignments and a group assignment

    Evaluation methods and criteria

    Pass/fail

    Individual assignments have to be accomplished before the workshop days in March. After completing them you may proceed to the workshop days section in the e-learning environment.

    Language of instruction
    • English
    Timing

    01.01.2022 - 31.07.2022

    Enrollment period

    29.11.2021 - 05.12.2021

    Group(s)
    • CYJ22KJ
    • TYJ22KJ
    Seats

    0 - 40

    Unit

    Korkeakouluyksikkö D /YAMK

    Small group(s)
    • Pienryhmä 1 (Size: 25. Open university: 25.)
    Teacher(s)

    Virpi Kaartti

    Further information for students

    Course tutor

    Dr Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance at the University of Cambridge, a research centre that brings together the world’s leading firms and academics to address service challenges. 

    Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach of data science techniques to address a range of real organizations’ problems such as measuring and managing customer experience and customer loyalty. Other research interests include digital service transformation strategy and data-driven business models.

    Mohamed’s research has been published in highly-ranked journals, Journal of Service Research, Journal Service Management, Journal of Business Research, International Journal of Operations and Production Management, PloS ONE, Journal of Production Planning & Control, Journal of Services Marketing as well as an edited book, book chapters and many conference articles. 

    Mohamed raised over £10 million from research council and industry to fund his research. Mohamed is a principle investigator, research manager and co-investigator in many UK research council projects (e.g. EPSRC, ESRC and Innovate UK) and industrial research projects sponsored by international organisations such as IBM, BAE Systems, Caterpillar, Rolls-Royce, Zoetis, Pearson, CEMEX, PWC and HCL technologies.

    https://cambridgeservicealliance.eng.cam.ac.uk/About/directory/MohamedZaki

    Programme(s)

    Complementary competence, master’s studies in English (CYJ2), Generic studies

    Campus

    Laurea Leppävaara

    RDI portion

    3 credits

    Evaluation scale

    Approved/Failed

    Co-operation with working life and/or RDI

    Group work can be done for an industry partner

    Important dates

    E-learning environment (Canvas) will be published on 1.2.2022
    Individual assignments, introductions and reading tasks, will be done in February.
    Workshop days at Laurea Leppävaara campus (at 9 - 16.30): 10.-11.3.2022
    Group assignment will be done in March.
    Online sessions in zoom (at 16 - 20):
    18.3.2022: Group meetings with the instructor (about 15-30 min per group)
    28.3.2022: Final presentations and assessment

    Participation to the workshop days and online sessions is compulsory.

    Students workload

    5 ects: 135 hours of work

    Content and scheduling

    New technologies and new business models have already changed the way organisations interact with their customers and soon developments such as AI, robots and virtual reality will be a completely normal part of the customer experience alongside face to face engagements.

    Managers will need to understand new ways to design customer experiences across the digital, physical and social ‘spaces’.

    This course brings together designing and managing customer experience in the digital era, drawing on the latest work from the Cambridge Service Alliance. The course incorporates the practical use of frameworks and methods developed in Cambridge that have been tried and tested with over 350 companies worldwide