Strategic Communications in Customer Experience Management
Communicating effectively with internal and external stakeholders has its own unique set of challenges. Students explore the principles of communicating complex ideas to general audiences. Major topics include interacting with customers and influencing senior managers through the use of conceptual models that can be applied to a variety of communication needs. Students develop effective methods/strategies to invite, receive and resolve customer complaints/expressions of dissatisfaction. Through the use of practical activities that deal with communicating controversial and complex topics, handling risk and uncertainty and soliciting feedback, students learn to consider the needs of international audiences, and the importance of social responsibility in developing effective communication strategies and building trust with the organization/brand.