This course is offered in cooperation with BSH Hausgeräte GmbH (Bosch and Siemens Home Appliances). The course provides participants with an in-depth understanding on customer journey management with a special focus on online marketing channels. In addition, participants will get a chance to apply the theoretical knowledge gained in the course by analyzing tracking data and developing customer journeys based on a practical example (online shop for Bosch home appliances). Based on the developed journey maps participants will be derive recommendations for customer experience improvement on the Bosch website and present results to the colleagues of BSH.

Nowdays customers interact with companies through myriad touch points in multiple channels, so it has become increasingly complex to manage their experiences across different stages of their purchase journeys. On the other hand, especially online channels offer many opportunities - as the use of modern tracking tools allows to gain valuable insights into customer interactions. Based on online data, companies can learn how to improve overall customer satisfaction and loyalty, by meeting or exceeding customer expectations, and, thus, encouraging them to purchase more products or services in the future.

The course is divided in two parts:

Part 1 provides an overview of theoretical foundations of customer experience (CX) and customer journey management. A special focus is devoted to analysis of customer journey in online marketing channels.

• Definitions of CX and customer journey
• Process model for customer journey: purchases phases, types of touch points, dynamics and external influences
• Customer journey mapping
• Qualitative & quantitative methods for measurement of CX throughout the customer journey
• Customer journey management in online channels
• Methods for online CX measurement (Clickstream Analysis, Eye-tracking etc.)

In Part 2 of the course participants will be asked to work on a case study (in small groups or individually). They will be asked to analyze customer engagement at the Bosch online shop (based, among others, on anonymized customer data) and develop their own customer journey maps. 

Attendance throughout the course is mandatory. In case of class/exam clashes students are allowed to miss up to 3 hours – upon prior notification of the lecturer. In case of sickness a doctor’s certificate is needed. Students are asked to show self-initiative and inform the lecturer about their situation promptly. 

For the successful completion of the course, participants have to meet the following requirements:

Individual performance: 40%

• Final test 40%
• Participation and active contribution in class (including in-class quizzes, short case discussions etc.) is welcomed and will be honored with bonus points

Group performance: 60%

• Case study (final documentation) 40%
• Presentation & discussion of results / journey maps 20%

For passing the class you need more than 50 percent in each of the categories; for a final passing grade you need to earn at least 60 per cent of the total points. The final grade will be calculated according to the following formula: 0-60 (5); 61-70 (4); 71-80 (3); 81-90 (2); 91-100 (1).