The courses will develop the various levers of results-based marketing, and all the dimensions of the customer experience and distribution, in an omni-channel environment.
With this 360-degree vision, this specialisation prepares students to become managers in a BtoC retail environment, with pure-players or with brands that have developed an omnichannel strategy. The digital component will be integrated into the strategic dimension and operational implementation.
Professional experience in a company and business school training will be mutually enriching, providing a better understanding of the end-customer experience and the marketing strategy to be put in place.
Omni-channel Project Manager, Growth Marketer, E-commerce Manager, Department Manager, Customer Success Manager, Point of Sale Manager, Market Manager, Category Manager, Trade Marketing Manager
Customer experience is the sum total of the interactions and emotions felt by a customer throughout their relationship with a company. It encompasses various aspects that contribute to the quality of the interaction between the company and the customer, and which are all available levers for improving customer relations. Here are the main aspects of customer experience:
Welcome and service: This refers to the way in which the customer is welcomed and looked after by the company, whether in person, by telephone or online. Customer service agents, customer advisers and customer experience managers are generally responsible for managing these aspects of a company’s customer relationship.
Personalisation: This is the company’s ability to provide an experience tailored to the individual needs and preferences of the customer. Related professions often include personalised marketing specialists and data analysts.
Product or service quality: This is the satisfaction obtained by the customer when using the company’s product or service. Engineers, product managers and quality specialists are all involved in this aspect of customer relations.
Communication: This refers to the way in which the company communicates with the customer, whether to provide information, answer questions or solve problems. Related professions include marketing specialists, community managers and customer relations officers.
Loyalty: This is the company’s effort to establish a long-term relationship with the customer in order to encourage their loyalty and commitment. Examples of loyalty-related jobs include loyalty specialists, loyalty programme managers and customer relationship managers.
In conclusion, the customer experience is an essential component of a company’s commercial strategy. The professions associated with customer experience are varied and cover different aspects of the relationship between the company and the customer.
