Customer Experience Management Strategies Course

Course Level: Intermediate

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.