Qual­ity Man­age­ment and Cus­tom­er Ex­per­i­ence (CX)

About

The course is structured to provide students with a comprehensive understanding of creating, delivering, and maintaining exceptional customer experiences in today's competitive market. Initially, the course focuses on designing engaging and memorable customer experiences that stand out in the experience economy. Students will explore how to differentiate their offerings by crafting unique experiences that tap into consumer emotions and foster strong connections. They will learn how to influence and enhance customer perceptions and behaviors by studying theming, sensory engagement, co-creation, and participatory design.

Building on this foundation, the course then shifts to the principles and tools of quality management, as highlighted in the "Quality Management for Organizational Excellence" framework. This framework emphasizes that quality is not just a goal but a continuous process involving every aspect of an organization. By integrating these principles, the course demonstrates how quality management is essential for sustaining and enhancing customer experiences over time. Students will delve into the Total Quality Management (TQM) approach, which focuses on customer satisfaction, continuous improvement, and employee involvement. They will learn to apply specific tools such as service blueprinting to map and optimize service delivery processes, customer feedback systems to gauge satisfaction and identify areas for improvement, and root cause analysis to resolve underlying issues that could detract from the customer experience.

The course also introduces key concepts and strategic management tools, which translate customer needs into specific design requirements. Through these quality management tools, students will understand how to maintain consistency and reliability in service delivery, ensuring that the high standards set during the design phase are met and even exceeded in practice. By the end of the course, students will be equipped to blend creativity with strategic quality management, enabling them to create innovative customer experiences that are consistently delivered with excellence, driving both customer loyalty and organizational success.

Blended learning is introduced mid-course to support practical insight sessions, such as case studies and/or online guest talks. This allows students to learn about real-world scenarios, apply their theoretical knowledge to case studies, and engage with industry professionals.

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:

Understand the concept of experience design and its significance as a new source of value, differentiating it from goods and services, and recognize its role in competitive strategy

Identify the major drivers of experiential consumption and understand how these factors influence consumer behaviors and resistance within different contexts

Analyze the motivators behind extraordinary and hedonic consumption experiences and understand the emotional, sensorial, imaginal, and cognitive responses involved

Apply theories, models, and methodologies to the design process, utilizing various steps to create tailored experiences that engage and satisfy consumers

Be able to apply total quality management principles to achieve organizational excellence, focusing on creating a quality culture that promotes customer satisfaction, retention, and loyalty

Develop effective communication strategies to foster customer satisfaction and loyalty, understanding the role of feedback and continuous improvement in quality management

Course leader

Torsten Ringberg - Department of Marketing (Marketing)

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals

Fee info