The principles and models of customer experience, the latest and current frontier for competitive advantage, allow to make customers happier and loyal. The course introduces a structured methodology for the analysis, planning and setting up of a successful customer experience. From research techniques for the consumption experience, a model is discussed in order to plan a successfull experience, consistently with the choices of brand management. Afterwards, also thanks to the use of real-life cases, the processes for the creation of a success experience are introduced. Lastly, the indicators to measure the performances of the investment in customer experience are analysed.

Gestione d’Impresa – Made in Italy