Title: Competing on Customer Experiences
Singapore (July 30 - August 01, 2009)
Course Cost
US$2,500
Apply Online |
Course Focus:
Every hospitality firm’s ability to win in the
marketplace depends on the quality of its customers’ experiences.
Experiences are the basis for customers’ perceptions about the value
a firm and its competitors offer, their purchase intentions and what
they tell others. Thus the ability to consistently produce
outstanding customer experiences is critical to financial
performance.
In response to the growing recognition of customer
experiences’ importance, companies increasingly are focusing on
Customer Experience Management (CEM), an emerging discipline that
focuses on understanding and managing every aspect of customer
experiences. Since the customer experience involves every function
in an organization, CEM, which has its roots in marketing, is
multidisciplinary, drawing on marketing, operations, human resources
and IT.
In this course, participants will learn customer
experience management concepts and tools by applying them to the
hospitality industry. The course will be taught through lectures,
case studies and exercises that will engage participants through
stimulating discussions and action learning.
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Key Benefits:
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Understand CEM and why companies are investing
substantial resources into it
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Learn concepts, frameworks, and processes for
understanding, designing and managing customer experiences
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Understand the issues and barriers firms
encounter, and how to deal with them
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Learn CEM best practices
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Topics Include:
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CEM: Making customer focus tangible
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Customer blueprinting
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Customer sacrifice analysis
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Customer experience design
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Customer experience quality
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Experience-chain analysis
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Customer touchpoints
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Gathering and using customer feedback
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Closed-loop process monitoring, feedback and
improvement systems
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Aligning brand and experience
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Linking employee behavior and customer
experiences
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Customer experience strategy
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Value of CEM
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CEM leadership
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Faculty
- Stowe Shoemaker, Ph.D., Associate Dean and
Professor: Singapore, (July 30 - August 1, 2009)
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Level
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View Course Schedules by Location
PDP Schedule for Singapore
July 2009
PDP Schedule for Brussels, Belgium*
PDP Schedule for Ithaca, New York*
*You will be re-directed to the School
of Hotel Administration website of Cornell
University |
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View All Singapore Courses (Alpha Order) |
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