The 2-day Customer Experience Management course is designed for those wishing to develop their understanding of best practice disciplines, tools, techniques and methods in the field of Customer Experience being deployed across the world.
Based around real case studies and examples from multiple industries, the course takes delegates through a practical and actionable approach to customer experience. Most organisations believe they are focusing on customer experience, but in reality, they are delivering customer experiences ‘accidentally’. Learn how to implement a customer experience framework to make the adoption of customer experiences ‘intentional and sustainable
At the end of the course, participants will be exposed to:
1. What a Customer Experience Management (CEM) is really about.
2. How to design a CEM Strategy.
3. The various CEM measures in use and their advantages and disadvantages.
4. How to improve the concepts that underpin the CEM.
5. Methods to assess how customer centric the organization is and what need to change.
6. Understand the implementation process.
CEOs, client and sales executives, client success professionals, marketing managers, brand managers, CX managers and CRM managers entrepreneurs, and anyone else who truly cares for clients and want to build outstanding client experiences.
How CEM Differs from Customer Service
General Overview of Customer Experience Management (CEM)
The CEM Context
Moments-of-Truth at Experience
- Decide which markets to can sustain growth categories
- Define target customers in each market
- Identify and assess the key value drivers in each segment
- Understand how customer buys
- Make choices on the targeted customers
- Work at as many as possible of the customers five senses
- Ride on emotions to build brand loyalty
Creating Differentiated Experiences at Touch Points
Voice of the Customer (VOC)
- Types, frequency and measures of customer surveys
- Quantitative and qualitative surveys
- Business Intelligence – make sense out of data
- Insights from VOC to formulate CEM actionable strategy
- Applications and challenges of predictive analytics
- Important clues into upselling, switching, revenue potentials
Target Experience - Formulate Effective Experience Strategy
- Knowing where key customers place their priorities
- Every interaction informs the next interaction
- Brand Positioning – decide target brand values
- You need differentiated (branded) experience
- CEM is not effective unless it is branded
- Improving brand equity (value of the brand)
- Branding the experience and experiencing the brand
- Factor your target brand values into an experience process
CEM Implementation Roadmap
- Design multiple touch-points
- Design performance metrics
- Define performance gaps
- People capabilities-change management
- Leadership capabilities-change management
- Product development and product mix
- Business process redesign and stream-line
- Technology integration and compatibilities
- Constant feedback for continuous improvement
Delivering the Brand Promise