The University of Arizona

Tucson, Arizona, United States

This course will cover customer experience (CX) design, testing and evaluation, and management for real-world, digital, and omnichannel shopping environments. Students will use CX consumer research tools, including ethnography, video analysis, emotion detection, and digital usability testing (UX) incorporating professional UX applications, eye-movement tracking, and biometrics. Students will also explore CX management processes, including service quality evaluation and management, service blueprinting, customer journey mapping, customer lifecycle model analysis, and customer lifetime value. In this hands-on course, students will learn how to create customer journey maps, customer experience maps, touchpoint maps, service blueprints, and estimate CX metrics such as NPS, among others. Furthermore, students will use prototypes, test websites, mobile apps, and store experience concepts.