Customer Experience Management Strategies Course

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We are proud to offer this course in a variety of training formats to suit your needs. We use the highest quality learning facilities to make sure your experience is as comfortable as possible. Our face to face calendar allows you to choose any classroom course of your choice to be delivered at any venue of your choice - offering you the ultimate in convenience and value for money.

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Contact Us on (+254) 715 077 817 / (+254) 792 516 000 or email us [email protected].

I Want To See More Dates...

Unfortunately, we do not have any dates scheduled at this time. Do you have a date in mind when you would like to take your training?

Request Custom Schedule

Contact Us on (+254) 715 077 817 / (+254) 792 516 000 or email us [email protected].

Course overview

Customer Experience (CX) being a key touch point for IRES customers, IRES has critically thought of its Customer Experience and strategically worked to make it better over the years. With this in mind, IRES has designed this course to equip participants with the latest next-generation thinking and techniques to help companies thrive in the experience economy.

You will learn the core pillars to create an outstanding customer experience company, core skills of innovation, how to create great outcomes and directly back into your organization. Most importantly, you will learn next practices that will turn your customers into loyal and raving fan advocates of your brand. 

Target audience

IRES has designed this course for all those who wish to build on their experience and knowledge and become genuine masters in defining and applying the customer agenda. Participants will mainly have had some exposure to customer experience roles but would not necessarily be in a customer-facing front-line job but would be in a role where a consideration of the customer is important – e.g. customer service, operations, product management, marketing or strategy, “C” level executives dedicated to building a customer-driven company, in particular – Chief Executive, Chief Marketing Officer, Chief Operating Officer


5 Days

Course Level:

Learning Goals

After taking this course, participants will be able to:-

  • Understand how the new wave of customer innovation can help transform your company.
  • Use the customer experience innovation framework
  • Create strategies to understand your current and future customers better than your competition.
  • Link innovation to business strategy
  • Use next-generation mapping techniques to define new customer journeys and identify causal work and points of failure beyond traditional approaches.
  • Understand the customer strategies as used by leading innovators to link customer experience management and customer loyalty
  • Bring the techniques together to prepare for real-world application
  • Identify customer experience -driven competitive differentiation
  • Align success measures to change organizational behavior
  • Create a customer experience -aligned adaptive technology environment
  • Bring the techniques together to prepare for real-world application
  • Define a Customer experience implementation process

Course contents

Module 1- Strategies and Techniques for Customer Innovation

  • Understanding the trends and new strategies that drive immediate performance impact.
  • The links between customer experience and brand success.
  • What are the leading companies doing that the others miss or are not even aware of?
  • Outcome-based thinking: What are the most significant pillar in customer centricity thinking missed by most organizations.
  • Identify the strategies used by the best customer-centric companies in the world. Which trends can we learn from and which should be avoided?
  • Learn the principles behind the Advanced Customer Outcome Framework to create significant opportunities through customer innovation.
  • Understand why traditional customer insight methods such as Voice of the Customer are now massively suboptimal.
  • The advanced Customer Wants/Needs Framework – moving to outcome-driven insight. Learn how to define these in order to drive customer strategy and differentiate you from your competitors.
  • New techniques that help the practitioner to identify innovation opportunity, that are quick to implement and easy enough to be usable by anybody in the organization

Module 2 - Implementing the Strategies

  • Understand why well-defined Customer Strategies aligned within the Business Strategy are critical to organization success
  • Learn where these strategies have been applied and the resulting impact on the organization’s business performance.
  • Understand the different types of customer loyalty and the importance of each of these to the organization.
  • Learn the role emotional attachment plays in loyalty and learn how to build emotional attachment.
  • How to build loyalty with brands where no emotional attachment is present.
  • Strategies to adapt this to your own organization.
  • Real situations Case Studies.
  • Workshop Activities and Exercises.

Module 3 - Customer Experience Innovation Framework and Techniques

  • The driving fundamentals of the next practice innovation framework should contain and understand how it helps a CX function to identify opportunity where traditional innovation thinking fails
  • Approaches to linking innovation to the customer strategy and structured change programmes
  • Innovation – truths and myths
  • Creating a methodology to build either a simple (lite) or a comprehensive (enterprise) business case which can be applied to any change programme, measuring P&L impact, ROI and KPI impact.
  • New innovation techniques which assertively identify new ideas and solutions which drives significant impact on both customer and company.
  • Understand the process to change the organization’s thinking patterns by re-defining their driving focus and create new revenue, market and differentiation opportunity.
  • Extended outcome-based thinking techniques to uncover new customer innovation opportunities
  • Guidelines to practically implement innovation projects into your organization in a way that minimizes the negative impact of “business as usual”

Module 4 - Customer Innovation, Business Strategy and Competitive Differentiation

  • Why typical Business Strategy approaches fail to deliver for the vast majority of organizations
  • How customer experience-obsessed organizations align the customer experience strategy into the business strategy as the core differentiator for business superiority.
  • Understand approaches to assess the organization’s ability to deliver against its strategies in a way that uses the company’s staff to help prioritize and define change programmes.
  • Techniques to align staff to a common consensus on priorities and approaches, so strategies not only drive a culture of CX obsession, they are widely supported within the organization.
  • Competitive differentiation: competitor analysis
  • How to quickly assess organizational capability against either traditional or disruptive competitors.
  • How to build a specific competitive differentiation success strategy against both short, medium and long-term goals
  • How to align competitive differentiation into the strategic agenda

Module 5 - Implementing the Customer-Centric Organization

  • Defining the “right” measures for the organization to align customer outcomes to the business, people and supporting technologies.
  • Amending traditional balanced scorecard approaches to focus on everything an organization does to the customer agenda.
  • Creating a driving focus and behaviour whilst removing complexity in success measurement
  • Understand the reasons why 70% of technology change programmes still underperform or fail
  • The fundamental misalignments in automation projects. How successful organizations improve business to technology alignments
  • Creating a technology innovation framework that moves from traditional “prescriptive” to more flexible outcome-based “adaptive” technology environments which remove legacy complexity, cost and failure
  • The Automation Landscape technique and its application to a specific case study
  • The CX Implementation Methodology for accelerating momentum and establishing a culture of customer-obsession
  • The FAST methodology to drive success strategies for effective CX leadership
  • The most common mistakes in implementing an effective CX-driven organization – and the 10 driving guidelines to avoid the most common pitfalls.
  • How to drive focus on customer outcome into every aspect of the organizations thinking and culture.

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Course Administration Details:


The instructor led trainings are delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.

All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.


Upon successful completion of this training, participants will be issued with an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).


The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments and lunch.

All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.


Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email:[email protected] or [email protected]  

Mob: +254 715 077 817 or +250 789 621 067


This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location.

For further inquiries, please contact us on Tel: +254 715 077 817 or +250 789 621 067

Mob: +254 792516000+254 792516010, +250 789 621 067 or mail [email protected] or [email protected]


Payment should be transferred to IRES account through bank on or before course start date.

Send proof of payment to [email protected]  or [email protected]

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