COURSE DESCRIPTION

Customer experience is said to be the next competitive battleground. The ability to offer superior customer experiences can be seen as a competitive advantage for most firms today. Through this course, you will evaluate your organisation’s current service processes and re-imagine customer-firm interactions, to redefine and facilitate exceptional customer experiences.

KEY TAKEAWAYS

• Adopt a customer-centric mindset in approaching service design
• Understand the use of primary research in gaining relevant customer insights
• Draw on frontline capabilities and technology to advance resource offerings
• Learn relevant tools to design and innovate service processes, such as service design thinking, service blueprinting and customer journey mapping.

FACULTY BIOGRAPHY

Sylvia Ng is an Assistant Professor of Marketing at the Asia School of Business. She is also an International Faculty Fellow and Research Affiliate at MIT Sloan. Dr. Ng’s academic research focuses on customer experience management; including advancing frontline capabilities, customer value cocreation, customer engagement, service design and innovation. Her work has been published in the Journal of Service Research, a scholarly journal that publishes the highest level of research relating to service. Prior to her current role, she was an Assistant Vice President at a local bank in Singapore, specializing in segment marketing.