Digital Customer
Experience
A postgraduate course powered by Human-AI Co-Intelligence & Co-Innovation
"Experience is King"
IBC = CICI + 3C + 3D + 3M
A revolutionary approach to learning that positions AI as your co-intelligence partner, not a replacement for human thinking.
Co-Intelligence & Co-Innovation
Human-AI collaboration as the foundation of learning
Curious · Critical · Creative
Three mindsets that drive innovative thinking
Detect · Dissect · Discover
Analytical process for deep investigation
Map · Measure · Monitor
Implementation framework for innovation
4 Sessions Per Unit
Each coaching unit follows the IBC journey from curiosity to innovation
Ignite
Spark curiosity with AI-assisted mapping
Investigate
Critical analysis and deep dissection
Illuminate
Creative synthesis and discovery
Innovate
3M framework: Map, Measure, Monitor
Everything You Need to Innovate
A comprehensive learning ecosystem built for postgraduate DCX education
16 IBC Coaching Units
Redesigned with Ignite, Investigate, Illuminate & Innovate sessions
AI Co-Intelligence Tools
Curiosity mapping, pattern detection, critical analysis & synthesis
Innovation Portfolio
Build 16 portfolio entries across the course journey
Team Collaboration
Real-time discussion boards and group project spaces
Visual Journey Mapping
Interactive customer journey and innovation maps
Progress Tracking
Comprehensive dashboard for all 16 units and assessments
IBC Assessment Framework
Aligned with the four stages of the IBC learning journey
Welcome to Digital Customer Experience
Watch Professor Xu introduce the course, the IBC framework, and what you will achieve across 16 coaching units.
Course Introduction Video
Prof. Xiaoge Xu · Digital Customer Experience · IBC Framework
Meet Professor Xiaoge Xu
Scholar. Founder. Pioneer. — Four decades of scholarship at the intersection of mobile media, CICI Studies, and global communication.
Prof. Xiaoge Xu, Ph.D.
Sino-German Faculty of Branding
Zhejiang Wanli University
Education
"A mobile guy exploring the mobile world while enjoying a mobile life in the age of mobile AI."
— Prof. Xiaoge Xu
Prof. Xiaoge Xu is the founder of Mobile Studies International, the Mobile Studies Congress, the Mobile Studies Summer School, and CICI Global — a platform for human-AI co-intelligence and co-innovation. His research employs the 3M+MMR approach (Mapping, Measuring, Modelling + Mixed Methods Research) to investigate human-AI co-intelligence, phygital branding, mobile experience, mobile storytelling, CICI studies, and global communication.
He is the creator of the Innovation-Based Coaching (IBC) framework — expressed as IBC = CICI + 3C + 3D + 3M — a transformative pedagogical approach that positions AI as a genuine co-intelligence partner in postgraduate education. He has also served as Editor-in-Chief of the IGI Global Advances in Wireless Telecommunication Technologies book series since 2013, with over 103 volumes published.
This Digital Customer Experience course draws directly from Prof. Xu's 2025 book From Touchpoints to Touchsouls: Mastering Digital Customer Experience and his ongoing CICI Studies research. Students are guided through 16 coaching units to develop the 3C mindsets (Curious, Critical, Creative), apply the 3D analytical process (Detect, Dissect, Discover), and deploy the 3M implementation framework (Map, Measure, Monitor).
Key Roles & Affiliations
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You Are Here
Digital Customer Experience
IBC · 16 Coaching Units
Master digital customer experience through the Innovation-Based Coaching framework and Human-AI co-intelligence.
Ready to Co-Innovate with AI?
Join the CICI Platform and transform how you learn, think, and innovate in Digital Customer Experience.
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