Central to the hospitality industry is the provision of memorable, high-quality customer experiences across digital and physical touchpoints. This allows hospitality and other service organizations to turn satisfied customers into brand evangelists. This course introduces the emerging domain of customer experience management (CEM)--the discipline of understanding and managing customer interactions with the organization to improve satisfaction, loyalty, and advocacy. CEM is a unique domain that draws on practices from the fields of marketing, marketing research, technology and data science, and operations and service science, with the aim of understanding and improving customer experiences with the organization. The course will cover the definitions and basic requirements of customer experience management, and also provide detailed frameworks and tools and techniques to allow students to gain proficiency in the language and practice of customer experience design and improvement. Effective Fall 2023, this course fulfills a single unit in each of the following BU Hub areas: Digital/Multimedia Expression, Social Inquiry II, Creativity/Innovation.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.