This summary covers everything you need for the Customer Experience Management (CEM) exam in 2024. It includes: preparation readings, notes from lectures and guest lectures.
Everything is explained as simply and clearly as possible to make studying easier for you!
Week 1 .......................................................................................................................................................... 3
Preparation 1 - Lemon & Verhoef (2016) ...........................................................................................................3
Lecture 1 - What is customer expierence management? ...................................................................................3
1.1 Getting Started with “Customer Experiences” ........................................................................................3
1.2 The Touchpoints, Context, Qualities (TCQ) Perspective .........................................................................6
1.3 - A Framework of Customer Experience Management ...........................................................................9
Preparation lecture 2 - Thomke (2019) ............................................................................................................13
Lecture 2 – Case Assignment............................................................................................................................14
Guest Lecture Altuition - Stephan van Slooten ...........................................................................................14
Case Assignment for Essent - Lieven Swinnen ............................................................................................16
Week 2 ........................................................................................................................................................ 17
Preparation lecture 3 – Reichheld (2003) .........................................................................................................17
Lecture 3 – CX Measurement: how to measure the customer experience? .....................................................17
3.1 Measuring the Drivers of Customer Experience....................................................................................18
3.2 Measuring CX with attitudes/intentions ...............................................................................................21
3.3 Measuring CX with Behaviors................................................................................................................25
Preparation lecture 4 – Li & Kannan (2014) .....................................................................................................27
Lecture 4 – CX Optimization: how to manage touchpoints in the customer journey? .....................................28
4.1 Attribution modeling in the customer journey .....................................................................................28
4.2 A/B Testing & Experiments ...................................................................................................................35
4.3 Data-driven segmentation and personas ..............................................................................................40
Week 3 ........................................................................................................................................................ 44
Guest lecture: Social Value Creation – Daniel Wentzel ...................................................................................44
Why do (brand)communities exist and what do consumers get out of them? ..........................................44
How can you build a brand community from scratch? ...............................................................................46
How do you ensure that members behave as they should behave? ..........................................................47
How do you encourage members to contribute to the brand community? ...............................................48
Preparation: Van Vaerenbergh et al. (2019) ....................................................................................................50
Lecture 6 – CX disruptions: how to manage failures in the customer journey? ...............................................51
6.1 The Service Recovery Journey ...............................................................................................................51
6.2 Complaint de-escalation strategies .......................................................................................................56
6.3 Detecting, preventing, and mitigating online firestorms ......................................................................59
6.4 The service recovery paradox ...............................................................................................................64
Week 4 ........................................................................................................................................................ 66
Preparation – Miller et al. (2011) .....................................................................................................................66
Lecture 7 - CX Appropriation: how to best capture value from customers? .....................................................67
7.1 A framework of creating, capturing, and eroding value........................................................................67
7.2 Capturing Value with Value-based pricing ............................................................................................68
7.3 Understanding the willingness to pay ...................................................................................................70
7.4 – Expanding the Pricing Paradigm .........................................................................................................75
, Guest lecture ‘’Implementing CX Management” - Marcus Schögel .................................................................77
Week 5 ........................................................................................................................................................ 89
Preparation – Huang & Rust (2018) .................................................................................................................89
Lecture 9 - How to use AI and ML in the customer experience?.......................................................................91
9.1 Stages of Artificial Intelligence ..............................................................................................................91
9.2 Predictive Machine Learning .................................................................................................................95
9.3 Reinforcement Learning ........................................................................................................................98
9.4 Generative AI.........................................................................................................................................99
Week 6 .......................................................................................................................................................103
Preparation - Porter & Heppelmann (2014) ...................................................................................................103
Preparation – Porter & Heppelmann (2015) ..................................................................................................104
Lecture 11 - How to manage experiences in a connected world? ..................................................................105
11.1 Experience and the Internet of Things ..............................................................................................105
11.2 Creating Value in a Connected World ...............................................................................................106
11.3 Capturing Value in a Connected World .............................................................................................109
Wrap up of the course & exam ......................................................................................................................112
1. Lectures .................................................................................................................................................112
2. Tutorials ................................................................................................................................................112
3. Literature articles ..................................................................................................................................112
4. Example – multiple choice questions (50%) ..........................................................................................113
5. Example – open questions (50%) ..........................................................................................................113
2
,Week 1
Preparation 1 - Lemon & Verhoef (2016)
Customer Experience (CX) Importance: Firms now prioritize creating strong customer experiences
due to increased interaction across channels and social touchpoints. CX is integral to brand loyalty,
conversions, and positive word-of-mouth.
Definition of Customer Experience: CX is a multidimensional construct involving cognitive,
emotional, sensory, and social responses across all interactions with a firm throughout the customer
journey. CX incorporates elements from satisfaction, service quality, and relationship marketing.
Customer Journey Phases:
1. Prepurchase - Includes awareness, need recognition, and information search.
2. Purchase - Covers choice, ordering, and payment.
3. Postpurchase - Encompasses product use, customer support, and advocacy.
Lecture 1 - What is customer expierence management?
1.1 Getting Started with “Customer Experiences”
The customer as the essence of marketing
“Customer experience is what people really desire are not products but satisfying experiences” -
Lawrence Abbott (1995).
Example: Customer experience for BMW
The main experience = sitting in the car. But not only that, there are other points where you have
contact with the brand:
o Go the garage
o Having an appointment in the store
o Reading the brochure
o Advertisement on the highway
→ all these kinds of things influence how you see BMW.
3
, Customer experience is created during the customer journey
Customer experience = a multidimensional experience of how a business engages with its customers
at every point during the customer’s entire purchase journey
Customer experiences are formed thorough touchpoints which are embedded in
a broader context and marked by a set of qualities that result in a value judgement by the customer
A process model for customer journey and experience
The customer journey spans 3 main stages: Prepurchase, Purchase & Postpurchase.
→ Each stage has unique interactions (touchpoints) that shape the customer’s experience.
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper ljanssen16. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €10,66. Je zit daarna nergens aan vast.
