Overview

Businesses of all types and sizes are increasingly recognising the complete experience enjoyed or endured by their customers is critical to customer retention, spend, profitability and growth.

This two-day course addresses why the customer experience is vital. It helps delegates looking to learn from best-practice examples and develop, improve or execute a customer experience marketing strategy. The course also provides an outline of simple customer experience tools and techniques.

Training objectives

During this course, you will learn how to:

• Define a customer experience that brings your brand strategy to life and delights customers to spend more and more often
• Modelling the customer journey and identifying key focus areas
• Move from a procedure-driven to a values-empowered organisational culture
• Measure customer value and loyalty and link to customer experience
• Develop a customer-winning approach to complaints and customer feedback
• Setting operational standards to deliver the experience
• Enabling the organisation to deliver your strategy – working with HR, sales and other departments
• Understand the psychological factors that encourage customers to become advocates of your business and generate direct or indirect referrals
• How to use the brilliant customer eservice experience as a marketing tool and to leverage competitive advantage
• Assessing organisational capability and culture and identifying key gaps
• Developing a team-based approach to change, winning cross departmental support
• Effective internal communication – how to get your message through to everyone
• Ensure your brand, marketing and customer loyalty and service strategy will deliver real commercial gains
• Prepare a properly resources change management plan
• Prepare a customer plan to align all departments behind agreed priorities
• How to convert marketing strategy into operational procedures and processes
• Assess your organisation’s customer experience and methods to capture customer feedback and situation
• Develop a customer experience strategy based on customer criteria, expectations and competitive experience

Audience

This course is ideal for businesses from almost any industry.

Format

A two-day course that will supply attendees with tools and techniques and best-practice examples.

The expert trainer

To be announced.

Course outline

1 The seven laws of CEM

• Build a clear picture of your end goal and inspire colleagues with this vision
• Build a customer journey map to reach that nirvana. Understand the key moments of truth
• Establish and maintain an excellent working relationship with your frontline customer service team
• Prioritise your customer base
• Personalisation: personalise your service, customer experiences and your marketing
• Sell the way customers want to buy: never try to alter a customer’s behaviour
• Develop an organisational customer experience vision, value and ethos

2 Assessing customer experiences

• Live customer experiences
• Live experience review
• The importance of emotions

3 A practical approach to strategy development and KPIs

• Researching for your strategy
• Constructing your strategy
• Examples of strategies
• How to use and communicate your strategy
• Developing KPIs to support your strategy

4 Customer experience tools and techniques

• Customer experience research
• Walking the customer experience
• Assessing the customer experience
• Identifying and assessing opportunities for improvement
• Designing the customer experience
• Designing emotional experiences
• Implementing and embedding change

5 Building a customer experience culture

• Framework for a customer experience culture alignment
• Building continuous improvement
• Building a business around value not procedures

6 Customer experience marketing and customer complaints

• Who complains, about what, and the effect of complaining
• How the best companies deal with customer complaints and negative feedback
• The effect of customer loyalty, profitability and market perception
• Understanding what customers complain about; overview of research linking well-solved problems with customer loyalty

7 Customer experience marketing and customer loyalty

• How companies encourage or reward loyalty – is this part of customer experience marketing?
• Review of different schemes and programs based on customer prioritisation, personalisation and behaviour rewards and the impact on customer experience marketing
• Driving loyalty in price-driven markets using customer experience marketing

8 The business case for customer experience

• Constructing your business case
• Outline case studies
• Selling your case
• Using and presenting customer research

9 Summary

• Pulling it all together
• Personal action plans