Course curriculum

  • 1

    Introduction

    • Opening
  • 2

    What is Customer Experience?

    • Customer Experience as a Market Phenomenon

    • Importance of Every Customer

    • Innovation as a Crucial Personal Skill

    • Checkpoint: Understanding Customer Experience
  • 3

    What Makes a Good Customer Experience?

    • Creating Word-of-Mouth and Driving Business

    • Meeting Needs and Providing Value

    • Checkpoint: Elements of a Good Customer Experience
  • 4

    Understanding Human Nature: Knowing What Customers Want

    • Introduction to Experience Archetypes
  • 5

    The Most Common Experience: Fulfilling Functional Needs

    • Sharing Knowledge and Information

    • Offering Convenience

    • Protecting and Reducing Risks

    • Functional Needs

    • Checkpoint: Functional Experience Archetypes
  • 6

    Building Special Relationships by Fulfilling Emotional Needs

    • Contributing to the Public Good

    • Unique Customer Experiences

    • Cultivating Long-Term Relationships

    • Emotional Needs

    • Checkpoint: Emotional Experience Archetypes
  • 7

    Addressing Top-Level Needs: Enabling Progress and Change

    • Keeping Up with Trends

    • Supporting Others' Achievements

    • Challenging Traditions

    • Transformational Needs

    • Checkpoint: Transformational Experience Archetypes
  • 8

    Focusing on Basics: Meeting "Must-Have" Needs

    • Vital Importance

    • Adding Fun Elements

    • Respecting Customers

    • Showing Appreciation

    • Fundamental Needs

    • Checkpoint: Fundamental Experience Archetypes

    • Using Experience Archetypes as Guidelines
  • 9

    Creating Value

    • Understanding Your Customers

    • Customer Journey Mapping

    • Identifying Pain Points and Opportunities
  • 10

    Starting Internally: Engaging Employees

    • Interconnected Roles

    • Checkpoint: Internal Customer Focus
  • 11

    Cultivating Creativity

    • Starting with Daily Practices

    • Checkpoint: Cultivating Creativity
  • 12

    Idea Crowdsourcing: Becoming an Idea Hunter

    • Introduction to Idea Hunting

    • Strategies for Finding Good Ideas
  • 13

    Closing

    • Summary

    • Collecting Course Feedback