Singapore University of Social Sciences

Customer Experience Management

Customer Experience Management (MGT554)

Applications Open: 01 April 2021

Applications Close: 31 May 2021

Next Available Intake: July 2021

Course Types: Modular Graduate Course

Language: English

Duration: 6 months

Fees: $1100 View More Details on Fees

Area of Interest: Management

Schemes: Lifelong Learning Credit (L2C), Resilience

Funding: To be confirmed

School/Department: School of Business


Creating compelling customer experiences is an innovative way to gain sustainable competitive advantage in an increasingly volatile, uncertain, complex and ambiguous business environment. With the evolution of Industry 4.0 and technology disruptions, businesses need to fully understand their customers in order to deliver optimised and personalised experiences that can increase customer value, engagement and loyalty. Customer experience management offers an innovative approach to assess, create and evaluate organisational-wide processes related to customer experiences. This course examines the concepts and strategies of customer experience management. Students will learn how to craft a customer experience vision blueprint, build a customer centric culture, conduct customer experience research, customise a journey mapping canvas, measure customer experiences, and build impactful business case for an organisation’s customer experience initiatives through storytelling. Using real-world companies and case studies, the course presents a hands-on approach to initiate and manage end-to-end customer experience improvement projects.

Level: 5
Credit Units: 2.5
Presentation Pattern: Every semester
E-Learning: - Learning is done ENTIRELY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. There are no face-to-face sessions. If the course has an exam component, this will be administered on-campus. To be confirmed


  • Crafting a Customer Experience Vision Blueprint
  • Building a Customer Centric Culture
  • Conducting Customer Experience Research
  • Customise a Customer Journey Mapping Canvas
  • Measuring Customer Experience
  • Storytelling the Customer Experience

Learning Outcome

  • Appraise the concepts and strategies of customer experience management in business
  • Create a comprehensive research plan to solve a customer experience challenge
  • Construct a customer journey map and identify the right customer experience metrics to measure customer experience
  • Assemble and manage end-to-end customer experience improvement projects
  • Formulate and implement a service innovation culture in organisations
  • Develop customer acquisition strategies as well as foster customer relationships to attract new customers
  • Recommend customer retention programmes to foster long-term relationships with customers
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