Customer Experience (CX) Management
Customers remember how an organisation made them feel, not just what it sold them.
About this course
Customers remember how an organisation made them feel, not just what it sold them. This five-day course gives you a practical toolkit for understanding, designing and improving every stage of the customer's experience with your organisation.
You will map customer journeys, build personas, set up a voice of the customer programme and use service blueprints to fix the processes behind the front line. You will also learn to measure CX with NPS, CSAT and customer effort scores, and leave with a roadmap and business case you can take back to your leadership team.
What you'll learn
- Explain what customer experience is and how it differs from customer service.
- Map customer journeys and identify the moments that matter and the pain points.
- Build customer personas from real data and frontline insight.
- Design a voice of the customer programme that collects feedback and acts on it.
- Apply service design tools such as service blueprints to improve processes.
- Measure CX using Net Promoter Score, customer satisfaction and customer effort scores.
- Build a business case and roadmap for CX improvements.
- Engage employees and leaders in a customer-centred culture.
Curriculum
- CX, service and the brand promise
- The customer experience ecosystem
- Customer expectations and how they change
- CX maturity in organisations
- Customer segmentation
- Building personas
- Customer needs, goals and emotions
- Sources of customer insight
- Journey stages and touchpoints
- Moments of truth
- Identifying pain points and gaps
- Current-state and future-state journeys
- Running a mapping workshop
- Designing feedback channels
- Survey design principles
- Interviews, focus groups and observation
- Analysing comments and complaints
- Closing the loop with customers
- Principles of service design
- Service blueprints
- Front-stage and back-stage processes
- Prototyping and testing service improvements
- Net Promoter Score (NPS)
- Customer Satisfaction (CSAT)
- Customer Effort Score (CES)
- Operational and behavioural metrics
- Building a CX dashboard
- Consistency across channels
- Self-service and digital touchpoints
- Handovers between channels
- Personalisation basics
- The link between employee and customer experience
- Empowering frontline staff
- The leadership role in CX
- Recognition and accountability
- CX vision and strategy
- Prioritising improvement initiatives
- Estimating the value of CX
- Governance and ownership
- Building a CX roadmap
- Quick wins and long-term changes
- Presenting to stakeholders
- Personal action plan
Who it's for
Customer service managers, CX and quality specialists, marketing professionals and team leaders responsible for improving how customers experience their organisation.
Before you start
- Experience in a customer-facing, service or operations role
Part of these Alalamia diplomas
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