This module aims to provide students with an understanding of the role of customer analytics and the use of customer data to improve customer experience. Analytics is recognised as one of the emerging critical skillsets to have for our students to be industry ready. Students will also learn how businesses are placing greater emphasis in using customer data to visualise the customer journey for the creation of engaging experiences. Students will predominantly use tools in a spreadsheet to help them to interpreted customer data and apply analytical concepts for business decisions. At the end of the module, students will be exposed to different customer analytical tools used to understand, segment, acquire and engage with customers. Topics covered include Experience Mapping, Customer lifetime value, RFM (Recency, Frequency, Monetary), Customer Wallet share, Net Promoter Score, and Customer Satisfaction Analysis.
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