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Application of the Design Thinking Method in Customer Experience Management

100%
Prorok M., Kosicka I.
Marketing Instytucji Naukowych i Badawczych
|
2021
|
vol. 42
|
issue 4
35-40
EN
The aim of this paper is to conceptualize Design Thinking and customer experience management (CEM), to situate the use of the Design Thinking method in customer experience management processes and to present its practical application based on a case study from the financial services industry - the trade credit insurer, Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A. This article is an attempt to identify actionable Design Thinking process elements and tools and their intersections with the components of the Customer Experience Management processes.
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Possibilities and limitations of using the customer experience management concept by universities

72%
Waśkowski Z.
Marketing Instytucji Naukowych i Badawczych
|
2017
|
issue 2(24)
1-14
EN
Managing an institution of higher education requires the use of methods that are appropriate to the changing market environment. One of the relatively new management concepts, which may find its application in the educational environment is the concept of customer experience management (Customer Experience Management). This article attempts to examine the possibility of its use in higher education, taking into account the related opportunities and barriers.
PL
Zarządzanie uczelnią wyższą wymaga stosowania metod, które będą adekwatne do zmieniających się warunków otoczenia rynkowego. Jedną ze stosunkowo nowych koncepcji zarządzania, która może znaleźć swoje zastosowanie w środowisku edukacji jest koncepcja zarządzania doświadczeniem klientów (Customer Experience Management). W artykule podjęto próbę określenia możliwości jej zastosowania w uczelni wyższej, uwzględniając związane z tym możliwości i bariery.
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