P2 – Customer Experience Management
Index
Week 1 .......................................................................................................................................................... 3
Preparation 1 - Lemon & Verhoef (2016) ...........................................................................................................3
Lecture 1 - What is customer expierence management? ...................................................................................3
1.1 Getting Started with “Customer Experiences” ........................................................................................3
1.2 The Touchpoints, Context, Qualities (TCQ) Perspective .........................................................................6
1.3 - A Framework of Customer Experience Management ...........................................................................9
Preparation lecture 2 - Thomke (2019) ............................................................................................................13
Lecture 2 – Case Assignment............................................................................................................................14
Guest Lecture Altuition - Stephan van Slooten ...........................................................................................14
Case Assignment for Essent - Lieven Swinnen ............................................................................................16
Week 2 ........................................................................................................................................................ 17
Preparation lecture 3 – Reichheld (2003) .........................................................................................................17
Lecture 3 – CX Measurement: how to measure the customer experience? .....................................................17
3.1 Measuring the Drivers of Customer Experience....................................................................................18
3.2 Measuring CX with attitudes/intentions ...............................................................................................21
3.3 Measuring CX with Behaviors................................................................................................................25
Preparation lecture 4 – Li & Kannan (2014) .....................................................................................................27
Lecture 4 – CX Optimization: how to manage touchpoints in the customer journey? .....................................28
4.1 Attribution modeling in the customer journey .....................................................................................28
4.2 A/B Testing & Experiments ...................................................................................................................35
4.3 Data-driven segmentation and personas ..............................................................................................40
Week 3 ........................................................................................................................................................ 44
Guest lecture: Social Value Creation – Daniel Wentzel ...................................................................................44
Why do (brand)communities exist and what do consumers get out of them? ..........................................44
How can you build a brand community from scratch? ...............................................................................46
How do you ensure that members behave as they should behave? ..........................................................47
How do you encourage members to contribute to the brand community? ...............................................48
Preparation: Van Vaerenbergh et al. (2019) ....................................................................................................50
Lecture 6 – CX disruptions: how to manage failures in the customer journey? ...............................................51
6.1 The Service Recovery Journey ...............................................................................................................51
6.2 Complaint de-escalation strategies .......................................................................................................56
6.3 Detecting, preventing, and mitigating online firestorms ......................................................................59
6.4 The service recovery paradox ...............................................................................................................64
Week 4 ........................................................................................................................................................ 66
Preparation – Miller et al. (2011) .....................................................................................................................66
Lecture 7 - CX Appropriation: how to best capture value from customers? .....................................................67
7.1 A framework of creating, capturing, and eroding value........................................................................67
7.2 Capturing Value with Value-based pricing ............................................................................................68
7.3 Understanding the willingness to pay ...................................................................................................70
7.4 – Expanding the Pricing Paradigm .........................................................................................................75
, Guest lecture ‘’Implementing CX Management” - Marcus Schögel .................................................................77
Week 5 ........................................................................................................................................................ 89
Preparation – Huang & Rust (2018) .................................................................................................................89
Lecture 9 - How to use AI and ML in the customer experience?.......................................................................91
9.1 Stages of Artificial Intelligence ..............................................................................................................91
9.2 Predictive Machine Learning .................................................................................................................95
9.3 Reinforcement Learning ........................................................................................................................98
9.4 Generative AI.........................................................................................................................................99
Week 6 .......................................................................................................................................................103
Preparation - Porter & Heppelmann (2014) ...................................................................................................103
Preparation – Porter & Heppelmann (2015) ..................................................................................................104
Lecture 11 - How to manage experiences in a connected world? ..................................................................105
11.1 Experience and the Internet of Things ..............................................................................................105
11.2 Creating Value in a Connected World ...............................................................................................106
11.3 Capturing Value in a Connected World .............................................................................................109
Wrap up of the course & exam ......................................................................................................................112
1. Lectures .................................................................................................................................................112
2. Tutorials ................................................................................................................................................112
3. Literature articles ..................................................................................................................................112
4. Example – multiple choice questions (50%) ..........................................................................................113
5. Example – open questions (50%) ..........................................................................................................113
2
,Week 1
Preparation 1 - Lemon & Verhoef (2016)
Customer Experience (CX) Importance: Firms now prioritize creating strong customer experiences
due to increased interaction across channels and social touchpoints. CX is integral to brand loyalty,
conversions, and positive word-of-mouth.
Definition of Customer Experience: CX is a multidimensional construct involving cognitive,
emotional, sensory, and social responses across all interactions with a firm throughout the customer
journey. CX incorporates elements from satisfaction, service quality, and relationship marketing.
Customer Journey Phases:
1. Prepurchase - Includes awareness, need recognition, and information search.
2. Purchase - Covers choice, ordering, and payment.
3. Postpurchase - Encompasses product use, customer support, and advocacy.
Pre-purchase Purchase Usage Post-purchase
"I-want-information" "I-want-to-go" "I-want-help" "I-want-to-share"
"I-want-to-know: is-it- "I-want-to-buy" "I-want-to-do" "I-want-to-get-
worth-it?" "I-want-to-choose-my- "I-want-to-know-how- feedback"
"I-want-to-get-away" payment-method" to-do-something" "I-want-to-complain"
"I-want-to-dream" "Let's-book-it" "Can't-wait-to-explore"
"Time-to-make-a-plan"
Touchpoints:
• Brand-owned (e.g., websites, ads),
• Partner-owned (e.g., third-party platforms),
• Customer-owned (e.g., payment choice),
• Social/external (e.g., peer reviews).
Lecture 1 - What is customer expierence management?
1.1 Getting Started with “Customer Experiences”
The customer as the essence of marketing
“Customer experience is what people really desire are not products but satisfying experiences” -
Lawrence Abbott (1995).
Example: Customer experience for BMW
The main experience = sitting in the car. But not only that, there are other points where you have
contact with the brand:
o Go the garage
o Having an appointment in the store
o Reading the brochure
o Advertisement on the highway
→ all these kinds of things influence how you see BMW.
3
, Customer experience is created during the customer journey
Customer experience = a multidimensional experience of how a business engages with its customers
at every point during the customer’s entire purchase journey
Customer experiences are formed thorough touchpoints which are embedded in
a broader context and marked by a set of qualities that result in a value judgement by the customer
A process model for customer journey and experience
The customer journey spans 3 main stages: Prepurchase, Purchase & Postpurchase.
→ Each stage has unique interactions (touchpoints) that shape the customer’s experience.
4
Index
Week 1 .......................................................................................................................................................... 3
Preparation 1 - Lemon & Verhoef (2016) ...........................................................................................................3
Lecture 1 - What is customer expierence management? ...................................................................................3
1.1 Getting Started with “Customer Experiences” ........................................................................................3
1.2 The Touchpoints, Context, Qualities (TCQ) Perspective .........................................................................6
1.3 - A Framework of Customer Experience Management ...........................................................................9
Preparation lecture 2 - Thomke (2019) ............................................................................................................13
Lecture 2 – Case Assignment............................................................................................................................14
Guest Lecture Altuition - Stephan van Slooten ...........................................................................................14
Case Assignment for Essent - Lieven Swinnen ............................................................................................16
Week 2 ........................................................................................................................................................ 17
Preparation lecture 3 – Reichheld (2003) .........................................................................................................17
Lecture 3 – CX Measurement: how to measure the customer experience? .....................................................17
3.1 Measuring the Drivers of Customer Experience....................................................................................18
3.2 Measuring CX with attitudes/intentions ...............................................................................................21
3.3 Measuring CX with Behaviors................................................................................................................25
Preparation lecture 4 – Li & Kannan (2014) .....................................................................................................27
Lecture 4 – CX Optimization: how to manage touchpoints in the customer journey? .....................................28
4.1 Attribution modeling in the customer journey .....................................................................................28
4.2 A/B Testing & Experiments ...................................................................................................................35
4.3 Data-driven segmentation and personas ..............................................................................................40
Week 3 ........................................................................................................................................................ 44
Guest lecture: Social Value Creation – Daniel Wentzel ...................................................................................44
Why do (brand)communities exist and what do consumers get out of them? ..........................................44
How can you build a brand community from scratch? ...............................................................................46
How do you ensure that members behave as they should behave? ..........................................................47
How do you encourage members to contribute to the brand community? ...............................................48
Preparation: Van Vaerenbergh et al. (2019) ....................................................................................................50
Lecture 6 – CX disruptions: how to manage failures in the customer journey? ...............................................51
6.1 The Service Recovery Journey ...............................................................................................................51
6.2 Complaint de-escalation strategies .......................................................................................................56
6.3 Detecting, preventing, and mitigating online firestorms ......................................................................59
6.4 The service recovery paradox ...............................................................................................................64
Week 4 ........................................................................................................................................................ 66
Preparation – Miller et al. (2011) .....................................................................................................................66
Lecture 7 - CX Appropriation: how to best capture value from customers? .....................................................67
7.1 A framework of creating, capturing, and eroding value........................................................................67
7.2 Capturing Value with Value-based pricing ............................................................................................68
7.3 Understanding the willingness to pay ...................................................................................................70
7.4 – Expanding the Pricing Paradigm .........................................................................................................75
, Guest lecture ‘’Implementing CX Management” - Marcus Schögel .................................................................77
Week 5 ........................................................................................................................................................ 89
Preparation – Huang & Rust (2018) .................................................................................................................89
Lecture 9 - How to use AI and ML in the customer experience?.......................................................................91
9.1 Stages of Artificial Intelligence ..............................................................................................................91
9.2 Predictive Machine Learning .................................................................................................................95
9.3 Reinforcement Learning ........................................................................................................................98
9.4 Generative AI.........................................................................................................................................99
Week 6 .......................................................................................................................................................103
Preparation - Porter & Heppelmann (2014) ...................................................................................................103
Preparation – Porter & Heppelmann (2015) ..................................................................................................104
Lecture 11 - How to manage experiences in a connected world? ..................................................................105
11.1 Experience and the Internet of Things ..............................................................................................105
11.2 Creating Value in a Connected World ...............................................................................................106
11.3 Capturing Value in a Connected World .............................................................................................109
Wrap up of the course & exam ......................................................................................................................112
1. Lectures .................................................................................................................................................112
2. Tutorials ................................................................................................................................................112
3. Literature articles ..................................................................................................................................112
4. Example – multiple choice questions (50%) ..........................................................................................113
5. Example – open questions (50%) ..........................................................................................................113
2
,Week 1
Preparation 1 - Lemon & Verhoef (2016)
Customer Experience (CX) Importance: Firms now prioritize creating strong customer experiences
due to increased interaction across channels and social touchpoints. CX is integral to brand loyalty,
conversions, and positive word-of-mouth.
Definition of Customer Experience: CX is a multidimensional construct involving cognitive,
emotional, sensory, and social responses across all interactions with a firm throughout the customer
journey. CX incorporates elements from satisfaction, service quality, and relationship marketing.
Customer Journey Phases:
1. Prepurchase - Includes awareness, need recognition, and information search.
2. Purchase - Covers choice, ordering, and payment.
3. Postpurchase - Encompasses product use, customer support, and advocacy.
Pre-purchase Purchase Usage Post-purchase
"I-want-information" "I-want-to-go" "I-want-help" "I-want-to-share"
"I-want-to-know: is-it- "I-want-to-buy" "I-want-to-do" "I-want-to-get-
worth-it?" "I-want-to-choose-my- "I-want-to-know-how- feedback"
"I-want-to-get-away" payment-method" to-do-something" "I-want-to-complain"
"I-want-to-dream" "Let's-book-it" "Can't-wait-to-explore"
"Time-to-make-a-plan"
Touchpoints:
• Brand-owned (e.g., websites, ads),
• Partner-owned (e.g., third-party platforms),
• Customer-owned (e.g., payment choice),
• Social/external (e.g., peer reviews).
Lecture 1 - What is customer expierence management?
1.1 Getting Started with “Customer Experiences”
The customer as the essence of marketing
“Customer experience is what people really desire are not products but satisfying experiences” -
Lawrence Abbott (1995).
Example: Customer experience for BMW
The main experience = sitting in the car. But not only that, there are other points where you have
contact with the brand:
o Go the garage
o Having an appointment in the store
o Reading the brochure
o Advertisement on the highway
→ all these kinds of things influence how you see BMW.
3
, Customer experience is created during the customer journey
Customer experience = a multidimensional experience of how a business engages with its customers
at every point during the customer’s entire purchase journey
Customer experiences are formed thorough touchpoints which are embedded in
a broader context and marked by a set of qualities that result in a value judgement by the customer
A process model for customer journey and experience
The customer journey spans 3 main stages: Prepurchase, Purchase & Postpurchase.
→ Each stage has unique interactions (touchpoints) that shape the customer’s experience.
4
