Customer Experience Strategies with Digital Transformation

Achieve customer experience excellence in the digital era with cutting-edge innovations.

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Course Dates

STARTS ON

TBD

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

PROGRAMME FEE

Course Information Special group enrolment pricing

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Why Enrol in This Programme?

In an age where the customer is king and there is an increasing focus on tailoring customisation to provide unique customer experiences, businesses are increasingly turning to digital transformation to pave the way for this change. By focusing on the right segment, approach, and strategy, you can be in the forefront of leading this change. Anticipating challenges and developing effective service strategies to provide solutions will become second nature.

In the Customer Experience Strategies with Digital Transformation programme taught by Singapore Management University (SMU), you can develop the expertise you need to apply modern, disruptive technologies and tools to deliver an optimised customer experience.

60%

of consumers report that they will become repeat buyers after a personalized purchasing experience.

SOURCE: TWILLIO, 2020

65%

of all consumers find a positive experience with a brand to be more influential than great advertising.

SOURCE: PWC, 2021

91%

of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.

SOURCE: ACCENTURE, 2021

Who Is This Programme For?

This programme is for business leaders and professionals who:

  • Want to use disruptive technologies to enhance service experiences whilst seeking to improve bottom and top-line revenue through modern technologies, processes and tools innovation and automation.
  • Wish to apply data to produce and manage greater customer engagements while correlating broader industry trends to promote customer experience excellence with data outcomes and business knowledge
  • Aspire to enhance leadership and management skills to create high-performing teams and new business opportunities through modern technologies for customer service.

The programme is suitable for mid-senior level managers, consultants and business leaders across all industries, particularly Banking and Finance, IT Products and Services, and Education as well as across all functions.

Programme Highlights

100+ Video Lectures

15+ Real-world Examples

15+ Assignments & Activities

8 Discussion Boards

6 Case Studies

Programme Faculty

DR NIRMALYA KUMAR

Lee Kong Chian Professor of Marketing

Dr Nirmalya Kumar is Professor of Marketing of the Lee Kong Chian School of Business at Singapore Management University and a distinguished fellow at INSEAD Emerging Markets Institute. He has served on the Boards of ACC Limited, Ambuja Cements, Bata India, BP Ergo, Defaqto, Tata Capital, Tata Chemicals, Tata Industries, Tata Limited (UK), Tata Unistore, Ultratech, and Zensar Technologies... More info

DR MARKUS KARNER

SMU Academic Director, Executive Development

Dr Markus Karner has been teaching interdisciplinary courses on complexity theory, ecology, evolution, and strategy at SMU since 2005. He holds a PhD in Life Sciences from the University of Paris and an MSc from the University of Vienna, Austria. He also held postdoctoral research positions at the University of Southern California and at the University of Hawaii... More info

DR SANDEEP R. CHANDUKALA

Associate Professor of Marketing

Dr Sandeep serves as Associate Professor of Marketing. Prior to joining SMU, he worked at Indiana University's Kelley School of Business and was a 3M Jr faculty fellow at Indiana University. He has a PhD in Marketing (with a minor in Statistics) from The Ohio State University, MS (MAS) and MBA from University of Texas at Dallas, and MS (Computer Engineering) from University of Minnesota... More info
Faculty Member DR KAPIL R. TULI

DR KAPIL R. TULI

Lee Kong Chian Professor of Marketing

Dr Kapil R Tuli is Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence at Singapore Management University. He has a PhD in Marketing from the Goizueta Business School at Emory University, a Masters in Marketing & E-Commerce at Texas A&M University, a Post Graduate Diploma in Business Administration from NMIMS University (Mumbai), and... More info
Faculty Member DR SHANTANU BHATTACHARYA

DR SHANTANU BHATTACHARYA

Lee Kong Chian Professor of Operations Management

Prior to teaching at SMU, Dr Shantanu Bhattacharya was an Associate Professor of Technology and Operations Management and an Assistant Professor of Technology and Operations Management at INSEAD. He also taught at the University of Texas at Austin. Prof Bhattacharya holds a PhD in Management from the University of Texas... More info
Faculty Member DR TAN HWEE HOON

DR TAN HWEE HOON

Associate Professor of Organisation Behaviour and Human Resources

Dr Tan Hwee Hoon is Associate Professor with SMU’s Lee Kong Chian School of Business. Her research focuses on interpersonal trust within organisations and across cultures. In addition to an active research agenda, She is also actively involved in Executive Teaching, both in English and Chinese... More info

Programme Modules

The programme comprises 8 modules, each taught by an SMU faculty member with field experience related to the topics being discussed.

MODULE 1:

Understanding and Adapting Strategy in a Digital World

  • Examine the value proposition of brick-and-mortar versus online retailers
  • Explore the different e-commerce fulfillment models
  • Describe the economics of traditional versus digital business models
  • Examine the building blocks of a successful platform strategy for a business

MODULE 2:

Leveraging Design Thinking to Enhance Customer Experience

  • Identify and analyse business customer persona using design-thinking
  • Design services and experiences without designing physical objects
  • Organise the design thinking process from the initial insight to prototyping and testing
  • Implement storytelling and customer journey as design thinking tools

MODULE 3:

Service Strategy by Experimentation in an Omnichannel World

  • Review customer perspective of value in services
  • Describe the concept of omnichannel for service strategy
  • Examine the concept of experimentation in an omnichannel world
  • Devise a comprehensive omnichannel strategy for an enhanced customer experience

MODULE 4:

Exploring Social Media Applications Beyond Advertising

  • Discover the concept of social media and social commerce for services
  • Explore social media applications as a part of a communication strategy
  • Assess the power of social media networks for effective customer engagement

MODULE 5:

Remodelling Service Industry with Data Analytics

  • Examine data analytics practices used in the service industry
  • Compare trends in data and obtain insights to leverage them for service management
  • Identify appropriate data and insights to determine a suitable analytics approach for a service business environment

MODULE 6:

Understanding the Potential of AI and ML in Service Industry

  • Examine the application of Artificial Intelligence (AI), machine learning (ML), and Deep Learning (DL) for service operations
  • Describe the benefits and limitations of AI-enabled service management
  • Use AI and ML techniques to strategise a service operation

MODULE 7:

Leveraging Digitalisation to Enhance the Logistics and Supply Chain Processes

  • Discuss the relevance of service digitalisation for logistics and supply chain processes
  • Present the BROAD FENCES framework for service offerings
  • Examine the pricing strategies for digital services
  • Predict process improvements with the data usage from digitalisation

MODULE 8:

Revamping Services with Digital Transformation

  • Examine the need for transformation in a business
  • Evaluate the models of transformation for a service business
  • Outline a digital transformation plan for a given service

MODULE 1:

Understanding and Adapting Strategy in a Digital World

  • Examine the value proposition of brick-and-mortar versus online retailers
  • Explore the different e-commerce fulfillment models
  • Describe the economics of traditional versus digital business models
  • Examine the building blocks of a successful platform strategy for a business

MODULE 5:

Remodelling Service Industry with Data Analytics

  • Examine data analytics practices used in the service industry
  • Compare trends in data and obtain insights to leverage them for service management
  • Identify appropriate data and insights to determine a suitable analytics approach for a service business environment

MODULE 2:

Leveraging Design Thinking to Enhance Customer Experience

  • Identify and analyse business customer persona using design-thinking
  • Design services and experiences without designing physical objects
  • Organise the design thinking process from the initial insight to prototyping and testing
  • Implement storytelling and customer journey as design thinking tools

MODULE 6:

Understanding the Potential of AI and ML in Service Industry

  • Examine the application of Artificial Intelligence (AI), machine learning (ML), and Deep Learning (DL) for service operations
  • Describe the benefits and limitations of AI-enabled service management
  • Use AI and ML techniques to strategise a service operation

MODULE 3:

Service Strategy by Experimentation in an Omnichannel World

  • Review customer perspective of value in services
  • Describe the concept of omnichannel for service strategy
  • Examine the concept of experimentation in an omnichannel world
  • Devise a comprehensive omnichannel strategy for an enhanced customer experience

MODULE 7:

Leveraging Digitalisation to Enhance the Logistics and Supply Chain Processes

  • Discuss the relevance of service digitalisation for logistics and supply chain processes
  • Present the BROAD FENCES framework for service offerings
  • Examine the pricing strategies for digital services
  • Predict process improvements with the data usage from digitalisation

MODULE 4:

Exploring Social Media Applications Beyond Advertising

  • Discover the concept of social media and social commerce for services
  • Explore social media applications as a part of a communication strategy
  • Assess the power of social media networks for effective customer engagement

MODULE 8:

Revamping Services with Digital Transformation

  • Examine the need for transformation in a business
  • Evaluate the models of transformation for a service business
  • Outline a digital transformation plan for a given service
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Case Studies

Amazon and Walmart on Collision Course

Examine the unique trajectories of two of the most successful companies in history, including the complexities involved in online versus ofine retail channels, the distinctive capabilities and resources required for each business model, and the challenges faced in developing an omnichannel presence.

Iuiga's Conundrum: 'Clicks' Only or 'Bricks’ Too?

Explore how the CEO and co-founder of Iuiga—a Singapore based e-commerce start-up—eschewed the conventional e-retailing model by acquiring complete control over its value chain.

Planes, Trains and Social Media

See how the public transportation rm SMRT leveraged social media to provide real-time engagement with commuters and build a more reliable service.

Iuiga’s Challenge: Is Omnichannel Worth It?

Analyse Iuiga’s omnichannel retailing journey, from customer transaction data to brand presence to strategy implementation and more.

NIO: Battling Tesla with Battery as a Service

Evaluate how NIO used BaaS to compete in a cutthroat EV market dominated by global-leader Tesla, including the hurdles to the diffusion of EVs, NIO's BaaS as a competitive strategy, and BaaS for tackling climate change and circular economy goals.

DBS: Digital Transformation to Best Bank in the World

Examine the 6-year period when DBS embarked on its second strategy to become the Best Bank in the World by 2020. The bank reached its objective in 2019 and continues to garner more banking accolades.

What This Programme Will Do For You?

  • Examine and identify the building blocks behind a successful platform strategy for business
  • Create an action plan to lead digital transformation within your organisation
  • Apply user-experience oriented tools to create services and experiences for customers
  • Devise a comprehensive omnichannel strategy to enhance the customer experience
  • Leverage different social media platforms for better customer engagement
  • Evaluate the implementation of frameworks and strategies for effective service offerings
  • Use data analytics and advanced technologies to drive business decisions and success

Certificate

Certificate

Upon successful completion of the Programme, participants will be awarded a verified digital certificate by Singapore Management University.

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All certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.

Apply Now

Early registrations are encouraged. Seats fill up quickly!