Customer Understanding and Customer ExperienceLaajuus (5 cr)

Objective

Student
- recognizes changes in customer behavior, especially in B2B markets
- can describe the customer's buying journey and its touchpoints
- can analyze the formation of customer promise, customer expectations, and customer experience

Content

- Changes in customer behavior
- Buying journey and touchpoints
- Formation of customer expectations, customer promises, and customer experience
- Collecting and utilizing customer feedback
- Customer service and development of customer relationships