• Understand the concept of experience design and its significance as a new source of value, differentiating it from goods and services, and recognize its role in competitive strategy
• Identify the major drivers of experiential consumption and understand how these factors influence consumer behaviors and resistance within different contexts
• Analyze the motivators behind extraordinary and hedonic consumption experiences and understand the emotional, sensorial, imaginal, and cognitive responses involved
• Apply theories, models, and methodologies to the design process, utilizing various steps to create tailored experiences that engage and satisfy consumers
• Be able to apply total quality management principles to achieve organizational excellence, focusing on creating a quality culture that promotes customer satisfaction, retention, and loyalty
• Develop effective communication strategies to foster customer satisfaction and loyalty, understanding the role of feedback and continuous improvement in quality management

Quality Management & Customer Experience

The course is structured to provide students with a comprehensive understanding of creating, delivering, and maintaining exceptional customer experiences in today's competitive market. Initially, the course focuses on designing engaging and memorable customer experiences that stand out in the experience economy. Students will explore how to differentiate their offerings by crafting unique experiences that tap into consumer emotions and foster strong connections. They will learn how to influence and enhance customer perceptions and behaviors by studying theming, sensory engagement, co-creation, and participatory design.

Building on this foundation, the course then shifts to the principles and tools of quality management, as highlighted in the "Quality Management for Organizational Excellence" framework. This framework emphasizes that quality is not just a goal but a continuous process involving every aspect of an organization. By integrating these principles, the course demonstrates how quality management is essential for sustaining and enhancing customer experiences over time. Students will delve into the Total Quality Management (TQM) approach, which focuses on customer satisfaction, continuous improvement, and employee involvement. They will learn to apply specific tools such as service blueprinting to map and optimize service delivery processes, customer feedback systems to gauge satisfaction and identify areas for improvement, and root cause analysis to resolve underlying issues that could detract from the customer experience.

The course also introduces key concepts and strategic management tools, which translate customer needs into specific design requirements. Through these quality management tools, students will understand how to maintain consistency and reliability in service delivery, ensuring that the high standards set during the design phase are met and even exceeded in practice. By the end of the course, students will be equipped to blend creativity with strategic quality management, enabling them to create innovative customer experiences that are consistently delivered with excellence, driving both customer loyalty and organizational success.

Blended learning is introduced mid-course to support practical insight sessions, such as case studies and/or online guest talks. This allows students to learn about real-world scenarios, apply their theoretical knowledge to case studies, and engage with industry professionals.

Precourse activity:

Readings:

Pine, II and Dubois (2024, June). How Starbucks devalued its own brand. Harvard Business Review. https://hbr.org/2024/06/how-starbucks-devalued-its-own-brand 

Activity:

 Answer the following questions:

1. How has Starbucks’ shift from a focus on customer experience to efficiency and volume contributed to its self-commoditization? Provide examples from the article that illustrate how these changes have impacted the brand’s identity.
2. According to the article, how have physical changes in Starbucks locations, such as the removal of comfy chairs and the reduction of in-store amenities, affected the customer experience? Discuss the implications of these changes on customer satisfaction.
3. How has the redesign of Starbucks' loyalty program contributed to the brand’s devaluation? Evaluate the article’s critique of the program’s shift from focusing on experiential value to a more transactional approach.
4. What role does employee experience play in the degradation of Starbucks’ brand, as discussed in the article? Analyze how the changes in employee roles and working conditions have influenced the overall customer experience.
5. What strategies does the article suggest for Starbucks to recover its brand value and return to its experiential roots? Summarize the proposed solutions and evaluate their potential effectiveness based on the article’s insights.

Please note that this assignment will not be graded, but students will receive feedback. The precourse activity serves as a foundation for the final exam, which will be graded.

Course Content

Class 1: Introduction to the Experience Economy

Class 2: Understanding Brand Experiences

Class 3: Setting the Stage: Theming

Class 4: The Role of Senses and Perception in Experiences

Class 5: Design Thinking and Ordinary vs. Extraordinary Experiences

Feedback activity: Mini Case Study: Designing a Memorable Experience for a Boutique Hotel 

Class 6: Insights from Practice I

Class 7: Insights from Practice II

Class 8: Quality Management for Organizational Excellence and Global Competitiveness

Class 9: The Dark Side: Ethics and Privacy Issues

Class 10: New Technologies and the Customer Experience

• Classic and basic theory
• Models

• Development of research questions
• Discussion, critical reflection, modelling
• Students conduct independent research-like activities under supervision