Aim of the module Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their behaviour as consumers and how this sets their expectations. You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience. Please note if you would like to achieve the Certificate in Professional Marketing, you will need to achieve a pass in both mandatory modules and the Customer Insights elective module. Modules Customer Insights Elective Module
Unit 1: Fundamentals of customer behaviour – – Understand the range of customer contexts in which the marketer operates. – – Understand the key factors that influence customer behaviour. Unit 2: Customer experience – – Understand the customer experience. – – Know how to enhance the customer experience. Unit 3: Measuring and monitoring – – Understand the range of research methods and metrics available to monitor customer experiences. – – Know how to use and apply research approaches to gain insight and inform decision making. Assessment: Assignment An assignment, based on a given theme and an organisation of choice.
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