Customer Experience in a Digital World module (BU22008)

Customer Experience matters and in this module you will learn how digital tools can be used to assess and enhance the consumer journey.

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Module code


In-person customer experiences are now no longer separate from the digital world, with online reviews, social media tags, online ordering and delivery tracking. You will be encouraged to develop your own ideas of how these two worlds can combine to give the best possible level of service.

What you will learn

In this module, you will:

  • explore how firm's engage with customers such as in-person, telephone and social media/web-based
  • understand customer experience strategy
  • learn how to identify a firm's target market
  • discuss the 7 Ps of marketing
  • study the customer-employee interaction and customer expectations/perceptions
  • gain insight how the firms gather information about customers

By the end of this module, you will be able to:

  • demonstrate critical awareness of the principles of managing the customer experience
  • critically appraise the customer journey in the context of an organisation
  • define and manage the customer experience
  • develop the ability to monitor and measure the customer experience

Assignments / assessment

Presentation of group report (30%)

  • based upon your group's Customer Service Experience report

Online test (70%)

  • open book
  • one essay-style question
  • 2000 words

This module does not have a final exam.

Teaching methods / timetable

You should expect around two hours per week of in-person classes and time to work independently on interactive online sessions, assigned readings and videos, plus short quizzes where you can test your progress and to engage in collaborative group work.

Week Topics covered
1 Course introduction; team formation; introduction to services; the gaps model of customer service quality: mind the gaps
2 Focus on the customer; customer expectations of service
3 Focus on the customer; customer perceptions of service
4 Understanding customer requirements; listening to customers through research; building customer relationship
5 Group presentations
6 Reading week
7 Understanding customer requirements; customer service recovery
8 Aligning customer service design and standards; service development and design; physical evidence and the customer 'servicescape'
9 Delivering and performing service; employees’ roles in customer service delivery

Delivering and performing service; customers’ roles in service delivery; managing demand and capacity; managing customer service promises; integrating services marketing communications

Class test

11 Group presentations


This module is available on following courses: