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In order to sign up for this master's level course, you must have a previous Bachelor's degree or a Master's degree.

Basic information

  • Target audience: People who have a previous Bachelor's degree or a Master's degree
  • Application period: 20.12.2020-1.2.2021
  • Date: 9.-26.2.2021
  • Scope: 5 ECTS
  • Location: Online
  • Price: 75 €

New technologies and new business models have revolutionised the way organisations interact with customers and soon artificial intelligence, robots and virtual reality will be a completely normal part of the customer experience alongside face to face engagements.

Managers will need to understand new ways to design customer experiences across the digital, physical and social ‘spaces’.

This course brings together designing and managing customer experience in the digital era, drawing on the latest work from the Cambridge Service Alliance. The course incorporates the practical use of frameworks and methods developed in Cambridge that have been tried and tested with over 350 companies worldwide

Learning outcomes

After completing this course, you will be able to describe the industrial trends and challenges which are shaping the next generation of services and customer experiences in the digital age.

This course helps you discover innovation in customer experience at the intersection of the digital, physical and social realms. You will learn to design customer journey emotions and touchpoints and to identify data sources and analytics to manage and monitor customer experiences. From this data, you will be able to generate insights from data analytics to manage customer loyalty and identify what it takes to delight your customers.

Course schedule

This course will be organised 100% online and includes four teaching sessions:

February 9th & 10th 10.00 - 16.00 Teaching
February 22nd 10.00 - 16.00 Group meetings with the instructor (about 15-30 min per group)
February 26th Final presentations



Course tutor

Dr Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance at the University of Cambridge, a research centre that brings together the world’s leading firms and academics to address service challenges. 

Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach of data science techniques to address a range of real organizations’ problems such as measuring and managing customer experience and customer loyalty. Other research interests include digital service transformation strategy and data-driven business models.

Mohamed’s research has been published in highly-ranked journals, Journal of Service Research, Journal Service Management, Journal of Business Research, International Journal of Operations and Production Management, PloS ONE, Journal of Production Planning & Control, Journal of Services Marketing as well as an edited book, book chapters and many conference articles. 

Mohamed raised over £10 million from research council and industry to fund his research. Mohamed is a principle investigator, research manager and co-investigator in many UK research council projects (e.g. EPSRC, ESRC and Innovate UK) and industrial research projects sponsored by international organisations such as IBM, BAE Systems, Caterpillar, Rolls-Royce, Zoetis, Pearson, CEMEX, PWC and HCL technologies.