Customer Experience Management
Overview
Customer experience is the sum of every interaction a customer has with an organisation. This course shows how to design and manage customer experience strategically: understanding customers, mapping journeys, measuring experience, improving across channels and building a customer-centric organisation.
Who should attend
Customer experience managers, service and marketing managers, excellence staff and leaders of customer-facing units.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Define a customer experience strategy and vision
- Map and analyse customer journeys
- Measure experience with CSAT, NPS and effort scores
- Prioritise and deliver experience improvements
- Build governance and culture for customer centricity
Course outline
Day 1Customer Experience Strategy
- CX versus customer service
- The business case for CX
- CX vision and principles
- CX maturity
- Linking CX to strategy
- Assessment of your CX maturity
Day 2Understanding Customers
- Voice of the customer programmes
- Customer research methods
- Personas and segments
- Emotions in experience
- Employee insight
- Exercise: build personas
Day 3Journey Mapping
- Journey mapping method
- Touchpoints and channels
- Pain points and moments that matter
- Service blueprints
- Omnichannel experience
- Workshop: map a journey
Day 4Measuring Experience
- CSAT, NPS and customer effort score
- Designing surveys
- Text and complaint analytics
- Linking CX to business results
- CX dashboards
- Exercise: design a measurement framework
Day 5Improving and Embedding CX
- Prioritising improvements
- Closing the loop with customers
- CX governance and roles
- Engaging employees
- Digital tools for CX
- CX roadmap
