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Customer Experience Management in the Digital Era

Module Details
Audience: Senior Executives
Duration: 4 hours 
Location: Miami Herbert Business School, University of Miami


Accelerating advances in technology are having –and will continue to have in the foreseeable future –a profound effect on the nature and modes of service delivery to customers. The rapid pace at which technology is permeating company-customer interactions is leading to what might be termed as “technology-service convergence” in that technology is increasingly becoming intertwined with and inseparable from service delivery. The convergence of technology and service can affect the experience of customers and hence has implications for effectively managing that experience.The technological advances that constitute the current digital era have great potential for enhancing customer experience. However, they also might have a “dark side” because of their potential to detract fromthat experience.

Miami Herbert Business School has created a four-hour module for executivesthat focuses on key elements of effective customer experience management in light of the growing role of technology in customer-company interactions. The module focuseson the basics of customer experience management and how companies can capitalize on the capabilities of –and avoid the pitfalls of –technology-based service delivery systems. This module draws upon and builds on key insights from the decades-long research of Professor A. Parasuraman (lead faculty for this module) in the service and technology domains. In particular, the module addresses the following topics and elaborates on them with examples, applications and exercises:


A. Parasuraman

A. Parasuraman ("Parsu") is a Professor and Holder of the James W. McLamore Chair in Marketing at Miami Herbert Business School, University of Miami. His interests are in services marketing; service quality measurement; the role of technology in customer service; marketing research methodology/model building; and marketing management and strategy. He is one of the top ten scholars in marketing and a world-renowned expert on service quality and strategy.


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