FREE Webinar - Mastering Meaningful Customer Connections, 15 July, 14.00 - 15.30 CEST

Course code
B57
Course fee (no housing)
€0.00
Level
Bachelor
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In this webinar Harald Pol gives a short introduction into the world of customer experience. What are the determinants and what are the moderators of customer experience? And what is the influence of personalization and digitization on customer experience and customer relationships? Do customers perceive organisations differently in a digital world than in the physical world? Without having an answer to all of these questions the webinar will address some of the recent insights that have been found in recent scientific research.

One of the most important discovery in the world of marketing and communications in recent decades, is the importance of the subjective experience that a consumer has with a brand, product, service or organization. What has become clear in recent years is that the connection a consumer has with a service provider (and vice versa), is not only a connection from the conscious mind. Also factors that consumers perceive unconsciously, can have a major impact on the feeling that a consumer has about a brand, a product or an organization. And what is also clear now is that reason and emotion are not always parallel.

At the strategic level within organizations there is an increasing awareness that the quality of the connection with customers is determined by the experience that a customer has with a particular service. An increasing number of studies have shown that judgments about customer satisfaction and processes after the purchase (such as complaints management and word-of - mouth advertising) are influenced by the emotional experiences of customers. Gaining insight into the customer experience is therefore an increasingly important issue in the development of organizational and marketing strategies. It is important to understand the unconscious and conscious processes that affect the thoughts and feelings of consumers, and the behavior that may result from these processes (Zaltman, 2003) .

Within large service organizations there are currently two trends visible. These trends seem to be diametrically opposed. On the one hand organizations face increasing price pressure and thus a pressure to cut costs. One of the consequences of this trend is that organizations are increasingly encouraging customers to make more use of digital communication channels. At the same time, companies find it important to know their customers in order to respond adequately to their needs. To do this, organizations must have a certain degree of personal involvement to their customers and they must have regular personal contact. It is assumed that both trends – digitisation and personalisation – will have a strong impact on customer experience and (perhaps) on the relational models customers use.

In this webinar Harald Pol gives a short introduction into the world of customer experience. What are the determinants and what are the moderators of customer experience? And what is the influence of personalization and digitization on customer experience and customer relationships? Do customers perceive organisations differently in a digital world than in the physical world? Without having an answer to all of these questions the webinar will address some of the recent insights that have been found in recent scientific research.

Course director

Dr. Harald Pol

Costs

Course fee:
€0.00
Included:
Course fee

Application

Dear applicant,

We are aware that the requirements to register for the webinar are a bit extensive. It would be difficult to change the format on short notice but here is something that might help: 

-Please make sure you state your name, date of birth,nationality, country and email address

-When it comes to passport, you do not have to upload a picture. Just select a blank document. You will do that once and then it will not be required anymore. 

-For other required details such as address, emergency contact, you can just fill in something to not leave the spaces blank. These are not required for your participation but the system needs something to be filled in. 

More information

Harald Pol studied business administration at the University of Groningen. After his graduation he worked for more than ten years as an organizational consultant, project manager and commercial manager for various service organizations. Since 1998 Harald worked as an independent consultant and interim manager in the field of marketing, communication and customer relations. He is the founder of The Customer Connection and the Institute for Service Leadership. In this capacity, he has helped many companies, both profit and non-profit, to increase their market and customer focus. In June 2017, Harald obtained his PhD from the University of Twente. The title of his thesis was "Mastering Meaningful Customer Connections". Since that time, Harald has been working part-time at the Hogeschool Utrecht University of Applied Sciences. Harald has written a number of books and scientific papers on customer-oriented entrepreneurship and customer experience.

Registration

Application deadline: 08 July 2020

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