Module Details

Module Code: BUSS H3006
Module Title: Strategic Service and CX Excellence
Title: Strategic Service and CX Excellence
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Rita Kelly
Domains:  
Module Description: Customer Experience (CX) is the newest and fastest growing discipline in the corporate world today (Gartner).The course aims to provide the student with an understanding of the unique challenges of managing & marketing service and to provide them with the knowledge to identify, analyze and solve problems encountered in this area. The retention and building of strong customer relationships through quality service are at the heart of the course content.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the Customer Experience / ‘moment of truth’ for a service company and propose solutions
LO2 Assess the role and importance of Customer Experience management for service companies.
LO3 Apply strategic service marketing management concepts and approaches in service organisations.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
1. Introduction to Service Marketing & CX
The Service Sector, The Service Dominant (S-D) Logic, Examination of the characteristics of services, the similarities and differences. Overview of the resulting marketing implications and challenges. Classification schemes for services, B2B, B2C, and non profit. Service networks & integrators, Conceptual frameworks for analyzing the service encounter, The Extended Services Marketing Mix.
2. The Service Experience & CX/ UX design
Define Service Experience & ‘Remarkable’ CX, The Moment of Truth, Touchpoints for Service Encounters - Omnichannel. (Offline and Online) CX in Ireland and internationally. Benchmarks. Define UX, Fundamentals of optimal Omnichannel Service Design, Double diamond framework, Customer Journey Mapping,
2.2 Services in the digital age:
Design elements of UX, Factors in Designing Online service encounters, Stages of the online encounter, Impact of the internet on traditional retailing, Benefits of the internet on the face to face encounter. Academic Models on customer adoption of online services, m services, impact of social media on the customer experience, Benchmarks and Best practice.
3. CX Quality – Measurement & Management
3.1 Define SERVICE QUALITY, Service quality dimensions, 6 Emotional Drivers of CX, Strategic Importance of Service quality, Service quality versus Customer Satisfaction, Frameworks for measuring Service quality, Quantitative & Qualitative approaches, CSAT, Customer Effort Score, Net Promoters Score, Service quality Gap Models, Zone of tolerance. Measuring e Service quality: SITEQUAL, Webqual, E- Servqual, E-S-Qual, Barriers to buying on line. Service quality Information Systems, Best Practice and Benchmarks.
3.2 CUSTOMER CARE & SERVICE RECOVERY:
Strategic Importance, 8 Pillars of Customer Care, Evolution of Customer Care, Effective management of Face to Face, Telephone, Web Service Recovery. Social Customer Care. Best Practice and Benchmarks.
4. Strategic Service & CX Frameworks
Relationship Marketing, Customer Retention Strategies, Service Culture and Effective Service Leaders, CX Excellence Audit, 12 steps to implementing CX Excellence, The Winning Wheels of Service, The Service Profit Chain.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment20.00%
Project80.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Essay % of Total Mark 20
Timing Week 24 Learning Outcomes 2,3
Non-marked No
Assessment Description
The Strategic importance of Customer Experience Management
Project
Assessment Type Project % of Total Mark 80
Timing Week 28 Learning Outcomes 1,3
Non-marked No
Assessment Description
Project Measuring & Assessing Customer Experience / Service quality.
Formulation of a Service quality information system.
(Mystery Shopper / Service Journal/ Customer Journey Mapping )
No Practical
No End of Module Formal Examination

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Wirtz, Chew, Lovelock. (2013), Essentials of Services Marketing, 2nd. Pearson, [ISBN: 13-978-981068].
  • Jeofrey Bean. (2011), The Customer Experience Revolution, Brigantine Media, USA, [ISBN: 9780982664469].
  • Joseph Michelli. (2008), The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company, Yale University Press, p.278.
  • Michael Heppell. (2010), Five Star Service, 2nd. Prentice Hall Business, p.264, [ISBN: 9780273734383].
Supplementary Book Resources
  • Suzanne Twomey. (2012), Customer Service in Ireland, 3rd. Gill Education, p.304, [ISBN: 9780717152605].
  • Palmer, Adrian. (2011), Principles of Services Marketing, 6th. McGraw Hill.
  • Marc Hassenzahl. (2010), Experience Design: Technology for all the right reasons, Morgan & Claypool, [ISBN: 9781608450480].
  • Thomas Lockwood (Editor). (2012), Design Thinking, Allworth Press, p.256, [ISBN: 1581156685].
Recommended Article/Paper Resources
  • Forrester. (2017), How Companies Improved their CX Index Scores 2016, Forrester Research.
  • B. Joseph Pine II, & James H. Gilmore.. (2019), B. Joseph Pine II, & JThe Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money., Harvard Business Review Press.,
    B. Joseph Pine II, & James H. Gilmore. (2019). The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money. [Nhttp://search.ebscohost.com/login.aspx ?direct=true&site=eds-live&db=ed sebk&AN=2002062
  • McKinsey. (2017), Putting Customer Experience at the heart of next generation operating models, Harvard Business Review, March.
  • Shostack, G.L. (1984), Designing Services that deliver, Harvard Business Review, 62 (1).
  • Pine, Peppers & Rogers. (1995), Do you want to keep the customer forever, Harvard Business Review, March - April.
  • McKinsey. (2016), The CEO guide to customer experience, Harvard Business Review, August.
  • Economic Intelligence Unit. (2011), Service 2020: Mega trends for the decade ahead, BDO, Summer.
  • Vargo,S.L and Lusch, R.F. (2004), Evolving to a new Dominant Logic for Marketing, Journal of Marketing, 68 (1), p.117.
  • Vargo,S.L and Lusch, R. F. (2011), It's all B2B..and beyond: Toward a systems perspective of the market, Industrial Marketing Management, 40 (2), p.18118.
  • Vargo, S.L and Lusch, R.F. (2008), Service - dominant logic: continuing the evolution, Journal of Academy of Marketing Science, 36(1), p.110.
  • Batat, W. (2019), Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es., Abingdon, Oxon: Routledge.,
    http://search.ebscohost.com/login.aspx?d irect=true&site=eds-live&db=edse bk&AN=1892531
Supplementary Article/Paper Resources
  • Rawson A., Duncan E & Jones C. (2013), The Truth about Customer Experience, Harvard Business Review.
Other Resources
  • IT Carlow has an extensive range of online resources that should be accessed when students are completing their projects. www.library.itcarlow.ie. URL.
  • This module is fully supported through Blackboard, where power point slides, academic articles and reports will be made available.. URL.
  • The CX Company. Customer Experience Benchmarks Ireland,
    http://www.thecxcompany.com
  • Great Place to Work Awards www.greatplacetoworkawards.ie. URL.
  • Institute of Customer Service. URL,
    http://www.instituteofcustomerservice.co m
  • Retail Excellence Ireland www.retailexcellence.ie. Retial Excellence Ireland.
  • Service Design Network. Service Design Network,
    http://www.service-design-network.org/
  • UX Magazine. UX Magazine,
    https://uxmag.com
Discussion Note: