Managing Customer Experience
6 ECTS
Managing Customer Experience
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Module Description
Providing an excellent level of customer service is vital for any retail business and a product or service is only as good as the person/entity delivering it.
Thus, Store Managers’ knowledge on how to manage customer experience is essential.
This module provides students with the skills and techniques needed to define the customer profiles, behaviours, and attitudes of different market segments in order to build loyalty and trust and to increase customer satisfaction.
Students will also identify the impacts of digital technology in customer relationship management and understand how digital marketing affect retail sector.
Entry Requirements
Candidates who apply for this course will possess:
- A qualification at MQF Level 4 (one ‘A’ Level or equivalent in any subject) and a pass in English Language and Mathematics at MQF Level 3 (‘O’ Level or equivalent).
Target Audience
This programme targets:
- People within retail sector and other individuals aspirating for professional and academic advancement in retail and store management.
Career Paths
The possible positions for which this programme aims to prepare you for include, but are not limited to:
- Store Assistant
- Sales Representative
- Retail Customer Care Representative
- Visual Merchandiser
How you’ll be assessed
The course comprises:
- Evening classes for part-time courses.
- Classes held throughout the day for full-time courses.
- Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
- Self-study hours comprising research, reading and assignment work.
Assessment
Assessment is carried out via two mandatory components:
- Assessment 1
- Assessment 2
The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.
Module Intake Dates
October 2024
Learning Outcomes
Competences:
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Explore the different factors that drive and influence customer engagement of different target customer groups within a retail sector;
- Examine how digital technology is employed in the managing of customer effectively within the retail sector;
- Evaluate the advantages and disadvantages of CRM systems used in retail for acquisition and retaining of customers;
- Assess how digital marketing affect retail.
Knowledge:
At the end of the module/unit the learner will have been exposed to the following:
- Define the customer profile and characteristics of the target audience through market segmentation;
- Identify the customer behaviours and attitudes of different market segments to build brand loyalty and trust;
- Define the meaning behind the customer experience map;
- Identify the impacts of digital technology in customer relationship management
- Describe how digital marketing affect retail industry.
Skills:
At the end of the module/unit the learner will have acquired the following skills:
- Suggest digital marketing and customer experience tools and opportunities that can optimise customer experience;
- Review how customer engagement factors determine customer on-boarding strategies for different target customer groups within retail;
- Create a detailed customer experience map that charts the customer journey model and examines the activities taken at each customer touch point.
Module-Specific Digital Skills and Competences:
The learner will be able to:
- Navigate through the online learning platform to benefit from assignments, discussion boards, literature, tutorials etc.