| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| COP4322 | Optimist Consultancy-Customer Experience Management | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assoc. Prof. BURCU EKER AKGÖZ |
| Course Objectives: | The purpose of this course is to teach how digitalization and “The New Normal” due to pandemic affected and changed the customer journey, and how companies started to adjust to this situation. The students will built up this know-how mainly with case studies what will give them the ability to easily adapt this knowledge in their work-life . |
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The students who have succeeded in this course; 1) Map a customer experience journey 2) Understand what the meaning of Total Experience Strategy (Customer Experience/CX, Employee Experience/EX and User Experience/UX) is 3) Learn how to identify the drivers that have an impact on the brand's PTO and Loyalty 4) Classify the costs that are spend for Customer Experience under Good, Bad and Nice to Have Costs 5) Describe difference between proactive and reactive complaint management 6) Demostrate ability to identify the customer feedback sources and to understand how to manage them. 7) Comprehend the importance of direct marketing in the customer journey, the impact of digitalization and how to apply efficiently. 8) Create awareness about the power of communication while evaluating the customer journey and how to use it efficiently. |
| This course helps the students to analyze and understand how the different approach of customer experience put importance and perspective on communication in professional life. |
| Week | Subject | Related Preparation | |
| 1) | Introduction to the course. The impact of digitalization and “The New Normal” on the customers behavior and their life and how it changed. | ||
| 2) | Introduction to Customer Experience Management – Definition, main components, definition of experience and its varieties and prepare sample experience maps | ||
| 3) | Customer types we have in the industry and how to identify different expectations and their reactions | ||
| 4) | "Definition of CRM and its modules ; Module 1 : Structure of the call center, performance indicators, how to define their values according to different industries. Case Study : Call Center Management with “Zero Training” breakthrough approach" | ||
| 5) | CRM Modules; Module 2 : Complaint Management, its tools and methods, proactive and reactive management, performance indicators, company strategy based complaint solving approaches, case studies illustrating how to monitor the market. | ||
| 6) | CRM Modules; Module 3 : Social Media Management, its tools and methods, performance indicators, important precautions and handling difficulties. Sample Case studies. | ||
| 7) | CRM Modules; Module 4 : Survey Management, its tools and methods, performance indicators, how to define questions, what is NPS and how is it measured, how to analyze and evaluate surveys, how to integrate within the processes. Case Study : How to identify potential unsatisfied customers w/o surveys. | ||
| 8) | CRM Modules; Module 5 : Direct Marketing Activities, its tools and methods, tricks and hints how to increase efficiency, data mining, how to calculate ROI , smaple case studies from different industries. | ||
| 9) | What is PTO and Loyalty, what is the meaning for companies, what are the factors that increases the PTO and Loyalty of a Brand. Various case studies. | ||
| 10) | Customer Experience Journey Case Study 1 : By analyzing the case together we will identify at which stage what could be done differently in order to achieve a better PTO and a higher loyalty. | ||
| 11) | Customer Experience Journey Case Study 2 | ||
| 12) | Customer Experience Journey Case Study 3 | ||
| 13) | The importance of communication and its effect on our decisions in our private and business life. Important hints/tricks based on the type of communication. Cold and warm reading basics. | ||
| 14) | Summary of the course topics, directions and notices for the final exam. | ||
| Course Notes: | Customer Experience Management Rebooted : Are you an Experience brand or an Efficiency brand? / , by Steven Walden. 2017 Experiential marketing : Consumer behaviour, customer experience and the 7Es / Wided Batat. 2019 |
| References: |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 50 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 50 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 76 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 3 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 4 | |
| Total Workload | 125 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |