Customer Insights

Aims of the module

Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their behaviour as consumers and how this sets their expectations. You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience.

Module structure

The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. By the end of this module you should be able to:

Unit 1: Fundamentals of Customer Behaviour

Understand the range of customer contexts in which the marketer operates (15%)
Understand the key factors that influence customer behaviour (20%)

Unit 2: Customer Experience

Understand the customer experience (15%)
Know how to enhance the customer experience (15%)

Unit 3: Measuring and Monitoring

Understand the range of research methods and metrics available to monitor customer experiences (20%)
Know how to use and apply research approaches to gain insight and inform decision making (20%)

Assessment: Assignment