Customer Experience Value Creation

Course Code
MKT 650
1.5 hours
  • Winter 22 (A)
Graduate Standing

Customer Experience Value Creation --- In their acclaimed book, The Future of Competition (2004), Ross School Profs. C. K. Prahalad and Venkat Ramaswamy put forth the idea of "co-creating unique value with customers". They described the next practices of experience innovation and interactive experience value creation in an interconnected world of de-centered and democratized value creation. Fast forward to today and every enterprise must create valuable experiences through digitalized offerings, and continuously learn and adapt its value propositions and business models to expand the pie of value creation in the lived journeys of individuals, through interactional creation with customers and all stakeholders. The COVID-19 crisis accelerated the digital platformization of offerings and customer interactions, while also drawing attention to employee and partner engagement, in lived journey value creation with individuals in economy and society. The goal of this course is to advance our thinking and practices of customer experience innovation of connected offerings, the customer journey of engagement, interactive experience value creation, design thinking of environments of ecosystems, and creating valuable impacts together with customers, employees, partners, and other stakeholders.