Win your Customer! Building Lasting and Profitable Relations with Customers

Course Leader: Dr Katarzyna Dziewanoska

Home Institution: University of Warsaw, Poland

Course pre-requisites: principles of marketing.

Course Overview
The objective of this course is to present the concept of relationship marketing and discuss its role in contemporary business-to-customer environment, both online and offline. Creating lasting relationships with various stakeholders, including the customer, is nowadays of paramount importance. Well-designed and mutually beneficial relations start with a carefully planned customer experience that allows the customer to obtain value, along with satisfaction, while the company benefits from customer repeat patronage and positive word-of mouth. The course evaluates the opportunities and challenges of the contemporary relationship marketing and customer experience. Students will learn how to create compelling experiences leading to lasting relations based on value, satisfaction and loyalty.

Learning Outcomes
By the end of this course students should be able to:

  • Know what relationship marketing and customer experience management all are about;
  • Be able to define key concepts of: customer value, customer experience, customer satisfaction and customer loyalty and understand the connections among these concepts;
  • Understand the role of customer experience, satisfaction and loyalty in establishing lasting relations with the customer;
  • Apply appropriate measurement tools to customer satisfaction and loyalty;
  • Be able to map a customer journey / touchpoints and make appropriate decisions for marketing;
  • Use adequate methods and tools to analyze and assess the implementation of customer experience management;
  • Use adequate methods and tools to analyze and assess the implementation of relationship marketing in a company;
  • Design and conduct a mini-ethnographic study; draw conclusions and present recommendations.

Course Content

  1. Relationship marketing:
    1. Origin, premises & future
    2. Importance & relationship levels
    3. Stakeholders & models
    4. Relationship cycle
  2. Building blocks of customer relations: customer experience
    1. Definition and types
    2. Experience and value – a relation
    3. Strategic experiential modules
    4. Recipe for a perfect customer experience
    5. Customer experience management: identifying touchpoints and design of customer journey
  3. Building blocks of customer relations: customer satisfaction
    1. Definition and understanding
    2. Management and measurement (e.g. complaint analysis, mystery shopping)
  4. Building blocks of customer relations: customer loyalty
    1. Customer satisfaction and loyalty – a relation
    2. Definition and types
    3. Motives for customer loyalty
    4. Management and measurement
  5. Mini-ethnographic study:
    1. Introduction to field research
    2. Preparation of research tools
    3. Data collection and analysis
    4. Presentation of results

Instructional Method
During the course a variety of methods will be used: lecture, class discussions, group work, mini cases studies and mini ethnographic study (a field research trip).

Required Course Materials
The students will be provided with Power Point presentation and printed materials (mini case studies).

Additional reading material (magazine and journal articles) will be assigned on ongoing basis. Sample reading material includes:

  • Pine, II, B. Joseph; Gilmore, James H. Welcome to the experience economy. Harvard Business Review. Jul/Aug1998, Vol. 76 Issue 4, p97-105.
  • Prahalad, C. K.; Ramaswamy, Venkatram. Co-opting customer competence. Harvard Business Review. Jan/Feb2000, Vol. 78 Issue 1, p79-87
  • Edelman Marc, David C. Competing on Customer Journeys. Harvard Business Review. Nov2015, Vol. 93 Issue 11, p88-7.
  • Keiningham, Timothy L.; Aksoy, Lerzan; Buoye, Alexander; Cooil, Bruce. Customer loyalty isn’t enough. Gerow your share of wallet. Harvard Business Review. Oct2011, Vol. 89 Issue 10, p29-31.

The students will be subjects to periodic and ongoing assessment. Ongoing assessment covers (30% of final grade):

  • Class participation
  • Group work during class
  • Homework (if assigned)

Periodic assessment covers:

  • A progress test administered at the end of each week (30% of final grade)
  • A group report from mini-ethnographic study (40% of final grade)