Customer experience is the latest battleground for business. Not only is customer experience management (CXM) one of the most promising approaches to marketing, but some observers also contend it is the future of marketing. While practitioners have embraced CXM for its considerable promise, marketing academicians have lagged in developing and disseminating CXM knowledge. Indeed, considerable evidence suggests that customer experiences are falling far short of company aspirations and customer expectations. To further CXM understanding, we conducted a three-credit undergraduate marketing course on CXM. Given the inherent experiential nature of CXM, we enhanced student learning by including a field immersion component. Specifically, on-campus class sessions were supplemented with a weeklong field immersion at Walt Disney World Resort. Empirical and qualitative evidence indicates that our approach fosters CXM understanding. We conclude by offering potential adaptations to our approach, including teaching CXM within existing coursework, curtailing the field immersion component, and making modifications for a graduate-level course.

中文翻译：

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设计客户体验管理课程

客户体验是企业的最新战场。客户体验管理（CXM）不仅是最有前途的营销方法之一，而且一些观察家还认为这是营销的未来。尽管从业人员对CXM抱有极大的希望，但市场营销学者却滞后于开发和传播CXM知识。实际上，大量证据表明，客户体验远远达不到公司的期望和客户期望。为了进一步了解CXM，我们在CXM上开设了三学分的本科营销课程。鉴于CXM固有的体验性质，我们通过包含现场浸没组件来增强学生的学习能力。具体来说，在沃尔特迪斯尼乐园度假区进行了为期一周的野外浸没，以补充校园课程。经验和定性证据表明我们的方法促进了CXM的理解。最后，我们对方法进行了潜在的调整，包括在现有课程中教授CXM，​​减少现场浸入式组件以及对研究生课程进行修改。