COMM044 - Customer-Centricity and Digital Experience
Course Description
Cultivates an individual and organizational customer-centric mindset. Applies customer persona and customer journey frameworks to explore the psychology behind on- and offline customer decision-making. Leverages both digital tools and practical interpersonal skills to create strategies that drive customer engagement, satisfaction, and loyalty - ultimately optimizing business performance.
Course Outline
In this course, you will:
- Explore “Customer Centricity” as an individual and organizational strategic mind-set and a starting point for all business activity.
- Learn to research, analyze, and understand customer motivations, preferences, and on- and offline buying behaviours.
- Examine the customer journey concept: pre-purchase, purchase, and post-purchase stages to understand how customer service impacts each stage in in both digital marketing, e-commerce, and face-to-face contexts.
- Examine the customer journey in digital environments: pre-purchase, purchase, and post-purchase stages, and how customer service impacts each stage.
- Practice customer empathy, create customer personas, and apply journey mapping techniques to understand customer decision-making and create personalized customer service strategies that resonate with different segments.
- Explore how to enhance the customer service experience by leveraging e-commerce platforms, live chat, automation, and social media tools, as well as face-to-face engagement, responding to feedback, handling crises, and fostering loyalty through meaningful interactions.
- Explore ethical and cultural considerations in digital customer service, including privacy concerns and managing diverse customer expectations.
- Apply customer personas and journey mapping techniques to create personalized customer service strategies that resonate with different segments.
- Explore ethical and cultural considerations in digital customer service, including privacy concerns and managing diverse customer expectations.
- Prepare for customer service roles in digital marketing by learning to handle online customer interactions and inquiries effectively.
Learner Outcomes
By the end of this course, you will be able to:
- Articulate and advocate for “Customer Centricity” as an individual and organizational strategic mind-set and a starting point for all business activity.
- Conduct research and analyze customer motivations, preferences, and on- and offline behaviours using the Customer Journey Framework to inform digital customer service strategies.
- Identify the key elements of customer service in both digital marketing, e-commerce, and face-to-face contexts, including on- and offline customer behaviors and engagement strategies.
- Leverage data, e-commerce platforms, and digital communication and customer service tools to measure and enhance customer service outcomes.
- Develop customer-first strategies that prioritize engagement, satisfaction, and loyalty in both on- and offline environments.
- Manage customer service interactions through social media and online communities, building positive customer relationships.
- Prepare for customer service-related roles with enhanced communication, problem-solving, and empathy skills..