Digital transformation has revolutionized the way that humans behave and make decisions. This has greatly impacted competitive strategy as loyalty can be created and destroyed by customer experience. What do these shifts mean for customer experience (CX) strategy? This new CX strategy course uniquely applies a behavioral science foundation to help you develop breakthrough digital CX for your brand that resonates in this highly digitized world.

Whether you are part of a new company leveraging the latest technologies, or a legacy organization feeling the pressures of digital transformation, you need a CX strategy that is the best of two worlds—data-driven but also keenly aware of the human element.

In this research-driven and practitioner-led program, you’ll learn:

• Why the seat of control in the digital economy resides in exchanges among consumers and brands—and how these exchanges produce shared value
• The ways in which digital technologies have accelerated business-to-consumer and consumer-to-consumer exchanges
• How to generate new opportunities for value creation by rethinking or creating touch points in the user experience
• The basics of experimentation and multi-method data collection strategies for deep consumer insights
• How to become a change agent to lead a culture that pairs innovation with customer needs

Upon successful completion of your course, you will earn a certificate of completion from the MIT Sloan School of Management. This course may also count toward MIT Sloan Executive Certificate requirements.

In this highly interactive course, Renée Richardson Gosline, MIT Sloan Senior Lecturer, demonstrates how state-of-the-art behavioral economics can be combined with leadership strategy to develop innovative marketing strategy and competitive advantage.

You’ll learn how to create different types of value for customers, leverage artificial intelligence for an enhanced experience, and embrace field experiments for actionable data-based insights.

You’ll leave this digital CX strategy course with a varied set of tools to help you enhance the digital CX your company provides and transform your organization to optimize an experimental culture.

Gosline will also draw on the research behind her forthcoming book, The Human Algorithm: How humans augment AI, and vice versa, to improve decision-making.

Course content and discussions will explore:

• Using data and technology as a tool to craft a superior CX
• Applied behavioral “nudges” for better/different choices and decisions
• Creating a culture that embraces experimentation—and how to get leaders to buy in
• How to design and incorporate experiments into your CX strategy for innovation
• Customer-Brand Relationships (CBR) and how to diagnose and build them
• Digital collaborations between firms and customers in platforms
• Judgment and decision-making in AI/algorithm-mediated landscapes
• Digital brand strategy