Insurance Management

Customer Journey Management

Integrated course, 3.00 ECTS

 

Course content

The course provides a modern customer-oriented understanding of the marketing of financial services and products in the digital age.

The core contents include:
[1] Customer Experience Management
[2] Process-oriented measurement of the customer experience
[3] Customer journey phases
[4] Touchpoint identification, generation and management
[5] Customer journey models (e.g. AIDA, Moments of Truth, vocals)
[6] Customer Journey Mapping

Learning outcomes

After completion of the course, the graduates know the basic concepts of customer-oriented marketing and understand the importance of a consistent customer language. They are able to generate, analyse and manage so-called customer touchpoints. Furthermore, the graduates have a basic understanding of customer journey management.

Recommended or required reading and other learning resources / tools

References: Effert/Köhler (2004): Wettbewerb der Vertriebssysteme: Strategien und Lösungen für das Privatkundengeschäft der Banken, Gabler. Ledig (2008): Customer Relationship Management in Banken, VDM Dr. Müller. Mueller (2011): Sales Management Control Strategies in Banking: Strategic Fit and Performance Impact, Gabler. Ziegler/Sohl (2010): Moderner Bankvertrieb im Dienst des Kunden, Gabler.
Benölken et al (2005): Versicherungsvertrieb im Wandel: Schlüsselfaktor: Kundenbeziehungsmanagement, Gabler. Köhne/Lange (2009): Marketing und Vertrieb von Versicherungs- und Finanzprodukten für Privatkunden, VVW. Robra-Bissantz/Lattemann (2018): Digital Customer Expoerience; Keller/ott (2017): Tourchpoint Management; Rusnjak/Schallmo (2018): Customer Experience im Zeitalter des Kunden;

Mode of delivery

3 ECTS Integrated Course

Prerequisites and co-requisites

n/a

Assessment methods and criteria

VO: final examination; UE: immanent examination character