For the latest COVID-19 information and news from Centennial College, please visit Together Again Fall 2021.

Customer Experience Design

Course Code MKTG-731
Lecture hours per week 3
Lab hours per week
Course Availability: Open

Businesses are increasingly realizing that economic growth lies in the value of experiences and transformations-goods and services are no longer enough. We are on the threshold of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers.

Industries across transport, financial services, telecom, retail and entertainment provide rich and varied examples of our how world is moving beyond transactions to creating personalized, permission based experiences for customers in a "phygital" (physical and digital) world.

The course introduces the student to strategies and tactics in Customer Experience Design (CXD) as a key component of the Marketing and Operations discipline with organization wide implications. Through customer insight and understanding, the course prepares the student to design and manage captivating processes to be used by customers in the physical and digital spaces. Every touch point that the customer journeys through becomes key as they make choices, buy, repeat buy, become brand advocates, grow in loyalty to the brand thus fostering brand differentiation and driving incremental revenues.

Students will examine how successful, experience offering, brands consistently strive to deliver seamless, frictionless and low effort experiences and the methodologies companies use to stay differentiated and competitive. Students will also learn how User Experience(UX) and User Interaction(UI) are components of the total Customer Experience( CX) value proposition but do not mean the same thing to the customer.

Students will explore and work on case studies across the following 6 disciplines of CXD: 

  1. Strategy
  2. Customer Understanding
  3. Design and Delivery 
  4. Measurement
  5. Governance
  6. Culture