Aine eesmärk on anda:
- ülevaade kliendikogemuse juhtimise funktsiooni sisust ning seotusest organisatsiooni kui terviku kliendikeskse toimimise ja spetsiifilisemalt turunduse funktsioonidega;
- teadmised kliendikogemuse juhtimise süsteemi sisust ja tegevustest ning luua seotus turundustegevustega.

The aim of this course is to:
- provide an overview of the content and the connection of the customer experience management function to the organisation as a whole, focusing on customer-centric operations and, more specifically, marketing functions;
- convey knowledge about the content and activities of the customer experience management system and establish a connection with marketing activities.

Õppeaine läbinud üliõpilane:
- tunneb kliendikeskse toimimise ja kliendikogemuse juhtimise teoreetilisi aluseid;
- toetab kliendikeskse kultuuri arengut organisatsioonis tervikuna;
- kirjeldab oma organisatsiooni kliendikogemuse juhtimise süsteemi ja mõistab selle mõju kogu organisatsioonile;
- valib sobivaid uurimismeetodeid kliendikogemuse uurimiseks nii strateegilisel kui ka operatiivsel tasandil;
- teostab süsteemset analüüsi tagasiside ja teabe kohta, mis on saadud eri kanalitest ning allikatest;
- seab kliendikogemuse parandamiseks prioriteete, hindab nende potsentsiaalset mõju organisatsioonile ja klientidele ning planeerib ja viib läbi parendustegevusi.

Upon completion of the course, the student:
- knows the theoretical foundations of customer-centric operation and customer experience management;
- supports the development of a customer-centric culture in the whole organisation;
- describes their organisation's customer experience management system and understands its impact on the entire organisation;
- selects appropriate research methods to investigate customer experience at both strategic and operational levels;
- performs systematic analysis of feedback and information received from various channels and sources;
- sets priorities for improving the customer experience, assesses their potential impact on the organisation and customers, and plans and executes improvement activities.

Tänapäeva globaalses digitaalses maailmas saab järjest olulisemaks organisatsioonide suutlikkus seada klient oma tegevuste keskmesse. Õppeaines omandatakse baasteadmised kliendikogemusega seotud terminitest, kliendikogemuse loomisest, mõõtmisest, analüüsist ja parandustegevuste loomisest. Tõhus kliendikogemuse juhtimine ja hästi läbimõeldud strateegiline turundus loovad koos positiivset brändikuvandit, suurendavad kliendilojaalsust ja tagavad ettevõtte püsiva edu turul.

In today's global digital world, the ability of organisations to place the customer at the centre of their activities becomes increasingly important. The course provides fundamental knowledge about terms related to customer experience, the creation of customer experiences, measurement, analysis, and the development of improvement activities. Effective customer experience management and well-thought-out strategic marketing together create a positive brand image, increase customer loyalty, and ensure the sustained success of the company in the market.

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Andrus Kotri, (2011), Customer experience evoking and management in services;
Dave Ulrich, Justin Allen, Norm Smallwood, Wayne Brockbank, Jon Younger, (2009), Building culture from the outside in, Strategic HR Review, Vol. 8 Issue: 6, pp.20-27;B15
Homburg, C., Jozic, D., & Kuehn, C. (2015), Customer experience management: toward
implementing an evolving marketing concept. Academy of Marketing Science, 45, 377–
401.
Shaw, C., & Ivens, J. (2002). Building Great Customer Experiences. New York: Palgrave Macmillan.
Manning, H., & Bodine, K. (2012). Outside In: The Power of Putting Customers at the Center of Your Business. Forrester research.

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