Customer Experience Management – CEM

Starting August 1, 2024


In the current service-oriented economies, customer experience has become equally and far more important than the customer relationship. The emerging, retailing, tourism, utilities management, event management, travel, hotel, health and hospitality management sectors are focusing on creating a better experience to the customers. With increased globalization, the customers are expecting a unique experience at par with the global standards. Though the business scenarios are rapidly changing, the automation and collaboration are facilitating for the provision of rememberable customer experience. The service organizations and institutions need to be innovative in providing a better customer experience physically (face-to-face) as well as virtually (online). This short course is specifically designed for the frontline executives of OIFC aiming at imparting the knowledge related to Customer Experience Management (CEM) and enhancing their skills related to providing a better customer experience for its customers and enable them to become professionals in this aspect.


The course will explore the in-depth CEM analysis and strategies for optimizing the customer experience at OIFC. This short course introduces addresses various key aspects related to creating and sustaining the unique and better customer experience by a service organization.

Learning Outcomes: 

At the end of this short course, the participants will be able to:

  • Identify the fundamentals of customer experience management.
  • experience management.
  • Analyze the expectations of the customers of OIFC and create a favorable customer experience for the customers of OIFC.
  • Identify the opportunities for enhancing and improving the customer experience.
  • Apply tools and techniques for creating a compelling customer experience.


Week 1:  Introduction to customer experience management (CEM)

Introduction to customer experience management (CEM). Customer orientation. Customer centric culture. Value and satisfaction. Understanding the customers. Issue of individual assignment.

Issue of individual assignment.

Week 2:  Customer engagement

Customer engagement and co-creation process. Identify the customer touchpoints. Evaluate the role of customer touchpoints in creating a better customer experience.

Week 3: Analyzing customer issues

Identifying the customer problems and needs to be fulfilled.

Submission of individual assignment.

Week 4: Gain-points and Pain-points

Identify the customer pain points and gain points. Resolving customers’ complaints.

In-class test

Week 5: Customer journey management

Designing a path for customer journey. Ethics in CEM.

Submission of group project.

Week 6: Project presentations

Winding up the course

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