Course Preview | Leading With Behavioral Science from Kellogg Executive Education

So we live in times when things change very rapidly. Traditional industries are being disrupted by new business models empowered by new technologies. Yet, when it comes to the customer experience, not much has changed. It starts with customers having a need to be fulfilled. Then they're seeking ways to fulfill this need and interact with the company and its offerings. And at the end of this interaction, they want to be satisfied and happy. Now, none of this has changed. This is the basis of value creation and the foundation of every successful business.

So in this course, we will focus on the fundamental principles that define the customer experience and the process of creating customer value. Now, because many of these principles deal with human nature, they're fairly stable and do not dramatically change over time. What you learn in this course will still be relevant 20 years from now. Now, this course builds on the research in psychology, behavioral economics, and marketing to develop a systematic approach to understanding and managing the customer experience in a way that creates customer value. And by the end of this course, you'll be able to better understand the key aspects of the customer experience.

What customers do, how they identify a problem, seek a solution and interact with the offering. What they think and feel in this process and most important, what motivates their behaviour, why they act in the way they do now. This course will also provide you with an overarching framework for understanding the customer experience and managing the different aspects of customers interactions with the company. I hope that you'll find this course informative, insightful, and perhaps even enjoyable.