Special

Topics in Marketing
Module 1: Creativity and innovation in customer experience management
(SECS-P/08)
Laurea Magistrale (MSc) in Marketing
3 ECTS
Prof. Gonzalo Moreno Warleta
Department of Economics, Management and Business Law
[email protected]


Prerequisites/Requirements
The course requires advanced knowledge of marketing and quantitative analysis.
Students should also have knowledge of Managerial accounting and Quantitative
methods, in addition to basic Marketing, Industrial Economics and Statistics.


Course Presentation
The importance of Customer perception and evaluation of Experiences, over the
product’s performance or its technical quality, is indisputable, and usually
conditions business processes more than ever before.
The Marketing 2.0 paradigm and Customer-Centric Marketing models and theories
are key to understand the importance of this phenomenon.


Course Objectives
The goal of this course is to discuss the real importance of the Customer Experience
Management concept, discover the main theories and models around it, through
both, the academic and practical lenses.


Expected Outcomes
After taking this course students should be able to:
• Analyze experiential and/or service processes from a customer-centric
perspective, with a critical thinking approach.
• Implement sound analytical and managerial tools and processes to increase
organizational results, as a consequence of increased customer satisfaction,
including:
o Customer Satisfaction and Loyalty KPI’s
o Customer Satisfaction measuring tools and techniques
o Customer Journey Maps
o Implementation and Control




Assessment methods
Class attendance and participation is strongly encouraged and will condition the
student’s results in terms of grading.

Attending students:
Class Attendance and participation 20%
Project work (Group) 30%
Final Exam 50%

Non-attending students
Final Exam (written and oral) 100%


Final Exam
The final exam will consist in a combination of multiple-choice questions, to
evaluate concept retention and open-end questions to evaluate concept
management and application. In order to guarantee an objective evaluation, closed
rubrics will be applied to open-end questions.
Final exam fill last 90 minutes.


Project work
Students will create groups of 4 members maximum, to perform this project.
The project consists in the Development of a Marketing Strategy for Sisal.it, Payment
System Provider market leader, as per the following objectives:

• Focusing on the Mass Market and Online Lottery Divisions:
• To strengthen the Brand’s Customer Retention/ Loyalty
• To increase Customer Lifetime Value/ per capita Expenditure
• To specifically do it through a Gamification Strategy
• Focusing on the Offline Lottery Division:
• To explore the potential extension of this Gamification Strategy to
other targets, as this one
• To try alternative options or ways of extending this strategy

The Deliverables for this Project include:
• A gaming experience design
• Alternative Customer journey proposals, elaborating on key touchpoints:
• Moments of Truth
• Painpoints
• Timing and budget for the project

Friday session will be fully dedicated to the project, The instructor will accompany
all groups in a mentoring session where problem definitions and alternative
strategies are proposed and discussed, in the form of a Hackathon.
From there, each group will deploy its strategy based on a selection of the key
Targets for the strategy (definition of Customer Persona) and a full Customer
Journey design.
Course Schedule

SESSION 1
COURSE LAUNCH AND KEY CONCEPTS

• Course launch
o Intro to Course: Presentation
o Group Project presentation and Discussion
o Group forming (4 students per group)
• Experiences
o Products, Services & Experiences.
o New Product Development
o Service Process Design
o Customer Experience Management.
• Innovation
o Theories on Innovation
o Forms of innovation: Product vs. Process Innovation
o Innovation by Push or Pull
o Case Study: Strategic Leadership and Innovation at Apple.
• Creativity
o Main theories on Creativity
o Group Dynamic: Creativity

Recommended Reading material for the session
• Johnson, Whittington, Scholes, Angwin & Regnér; Innovation and Strategy (Chapter 9);
Exploring Strategy, 10th Ed. (Prentice Hall, 2013)
Sawyer; Explaining Creativity: The Science of Human Innovation (Oxford University Press,
2012)
• Mascarenhas, Kesavan & Bernacchi, (2006) Lasting customer loyalty: a total customer
experience approach, Journal of Consumer Marketing, Vol. 23 Issue: 7, pp.397-405
• Meyer & Schwager (2007); Understanding Customer Experience; Harvard Business Review,
Feb. 2007
• Video: Linking customer experience to business outcomes
http://www.mckinsey.com/Videos/video?vid=4810570007001&plyrid=HkOJqCPWdb&aid=
785F27F0-805C-435B-9737-B1532BC2AF42
• Video: Seeing through customers’ eyes
http://www.mckinsey.com/Videos/video?vid=4807065718001&plyrid=HkOJqCPWdb&aid=
785F27F0-805C-435B-9737-B1532BC2AF42
• Podcast: Why the customer experience matters http://bit.ly/2nFqc6f
• THE CEO GUIDE TO CUSTOMER EXPERIENCE; Executive Briefing; McKinsey Quarterly, August
2016; Copyright © 2016 McKinsey & Company


SESSION 2
EXPERIENCES, QUALITY AND CUSTOMER SATISFACTION

• Introduction to the Retail Business, as paradigmatic example of services
o What Manufacturers do vs. what Retailers do
§ Strategic Goals in Retail
§ Negotiation, from both sides of the table
o Customer Shopping behavior analysis: FMOT, SMOT, TMOT… ZMOT!
• The Shopping Experience
§ Store Layout and Design
§ Merchandising
§ Case Study: Leroy Merlin Vision Trois
§ Trends in Merchandising: Neuromarketing
• General concepts of Service Quality and customer satisfaction
o TQM
§ Managing Expectations
§ Performance quality vs. Conformance quality
o Measuring Service Quality: ServQual and ServPerf
o Exercise: Application of ServQual to Service Design

Recommended Reading material for the session
• Parasuraman, Zeithaml & Berry; SERVQUAL: A Multiple-item Scale for Measuring Customer
Perceptions of Service Quality (Marketing Science Institute, 1986)
• Grewal, Levy & Kumar (2009); Customer Experience Management in Retailing: An Organizing
Framework; Journal or Retailing: 85, pp. 1-14
• Verhoef, Lemon, Parasuraman, Roggeveen, Tsiros & Schlesinger (2009); Customer Experience
Creation: Determinants, Dynamics and Management Strategies; Journal or Retailing: 85, pp.
31-41
• e-Book: Winning in the ZMOT; Download from:
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/2011-winning-
zmot-ebook/
• Video: ZMOT all around us https://www.thinkwithgoogle.com/marketing-resources/micro-
moments/winning-the-zero-moment-of-truth-zmot-all-around-us/
• Video: Ratings and Reviews: Word of MOT; https://www.thinkwithgoogle.com/marketing-
resources/micro-moments/winning-the-zero-moment-of-truth-ratings-and-reviews-word-
of-mot/
• Video: Winning in the ZMOT: In Practice https://www.thinkwithgoogle.com/marketing-
resources/micro-moments/winning-the-zero-moment-of-truth-zmot-in-practice/




SESSION 3
CUSTOMER SATISFACTION MANAGEMENT

• Measuring Customer Satisfaction
o Soft Indicators: Satisfaction surveys
o Semi-Hard Indicators: Audits and Mystery Shopping
o Hard Indicators: Internally sourced data
• Exercise: Creating a Customer Satisfaction Weighed Index
• Managing Customer Satisfaction
o Identifying Key Levers vs. Quick-Wins
o Service Industrialization: Standardization (Processes and Procedures)
o Employee engagement and results: Motivation (Will Do), Training
(Can do), Measuring and Rewarding (Do)
o Case Study: Vodafone Vivo en Red

Recommended Reading material for the session
• Berry, Carbone & Haeckel (2002); Managing the Total Customer Experience; MIT
Sloan Management Review; Spring 2002
• Report: Starbucks: taking the “Starbucks experience” digital; © 2013 Capgemini. All
rights reserved. Download from: http://ebooks.capgemini-
consulting.com/Starbucks-taking-the-Starbucks-experience-
digital/files/assets/basic-html/page1.html




SESSION 4
INNOVATION IN THE RETAIL BUSINESS

• New distribution channels
§ Introduction: Online Distribution
§ Brick & Mortar
§ Online Pure players
§ Click & Mortar
o Case Analysis: WholeFoods purchase by Amazon
• Customer Experience
o Multichannel vs. Omnichannel Experiences
o Buyer Personas
o Customer Journey Mapping
o Case Analysis: Cabify
• The role of the cXo

• Recap and Back to basics





Recommended Reading material for the session
• Lemon & Verhoef (2016); Understanding Customer Experience Throughout the Customer
Journey; Journal of Marketing: AMA/MSI Special Issue; Vol. 80; Nov. 2016; pp. 69-96
• Olenski; Does Your Brand Need a Chief Experience Officer? (Forbes, 2015) -
https://www.forbes.com/sites/steveolenski/2015/10/24/does-your-brand-need-a-chief-
experience-officer/#88f093a32982
• Podcast: There has never been a better time to be a CIO; Vic Bhagat, CIO, Verizon Enterprise
Solutions -
http://hwcdn.libsyn.com/p/e/c/c/ecc497b27d679654/Vic_Bhagat_Podcast_DONE.mp3?c_i
d=15226641&expiration=1505128569&hwt=a7071ee0abf811a3e90ddbd651510830
(based on Morgan; The CIO's Role In The Customer Experience, Forbes 2017 -
https://www.forbes.com/sites/blakemorgan/2017/05/10/the-cios-role-in-the-customer-
experience/#5c4114051455)
• Video: What is a Customer Journey?
http://www.mckinsey.com/Videos/video?vid=4807020621001&plyrid=HkOJqCPWdb&aid=
82B5D0FC-0D3D-48CD-8ECA-B86C9797AC56
• Customer experience: New capabilities, new audiences, new opportunities (Number 2, June
2017); June 2017 Designed by Global Editorial Services Copyright © McKinsey & Company
• Customer experience: Creating value through transforming customer journeys (Number 1,
Winter 2016); January 2016 Designed by Global Editorial Services Copyright © McKinsey &
Company
• Alfaro; El Abc del Customer Experience: cómo generar experiencias para vender más; Wolters
Kluwer, 2010
• Alfaro, Velilla et al.; Customer Experience: Una vision multidimensional del marketing de
experiencias; #CEMbook, 2012 – Free download:
http://www.reinporetail.eu/docs/eBook_CustomerExperience.pdf




SESSION 5
PRACTICE/ PROJECT PRESENTATIONS

The session will be dedicated to practical application of the concepts discussed
throughout the course.
Students will work on the Strategic approach to the course project for sisal.it, which
will be introduced at the beginning of the same week (schedule yet TBD).

Focus will be set on the Strategic approach to the project’s Objectives:
• Problem Definition
• Target Analysis
• Customer Journeys
• MOTs
• Painpoints
• Alternative Strategies
• Gamification types/ Styles
• Implementation

Class Etiquette
Please turn off or silence mobile phones before class. Students involved in ongoing
conversations, texting and/or answering cell phones during class time will be asked
to leave without warning!


Cheating and Plagiarism
Cheating and plagiarism are serious offenses. Cheating is the attempted or
unauthorized use of materials, information, notes, study aids, devices or
communication during an academic exercise.
Examples include but are not limited to:
· Copying from another student during an examination or allowing another to copy
your work
· Unauthorized collaborating on a take home assignment or examination
· Using unauthorized notes during a closed book examination
· Using unauthorized electronic devices during an examination
· Taking an examination for another student or asking or allowing another student
to take an examination for you
· Submitting substantial portions of the same paper to two classes without
consulting the second instructor
· Allowing others to research and write assigned papers including the use of
commercial term paper services
· Signing for another student on the attendance sheet

Plagiarism is the act of presenting another person’s ideas, research or writing as
your own:
· Copying another person’s actual words without the use of quotation marks and
footnotes (a functional limit is four or more words taken from the work of another).
· Presenting another person’s ideas or theories in your own words without
acknowledging them.
· Using information that is not considered common knowledge without
acknowledging the source.
· Failure to acknowledge collaborators on homework and laboratory assignment

My policy is to give a failing grade to any assignment that has been plagiarized or an
exam in which you have cheated. If I catch a person cheating on the attendance sheet
my policy is to give a zero to the cheating student for his/her attendance grade.