Workshop on Advanced Customer Experience (CX) and Brand Activation

Program Overview:

For a great customer experience, every interaction at every customer touch point must be exceptional. Customer Experience (CX) means creating and effectively managing your customers’ emotions. In fact, every single interaction that occurs between an organization and its customers fosters an emotion of some kind. Whether that emotion is deep frustration or sheer delight is largely up to you and how thoughtfully you design, plan, and execute the customer experience. This course provides you with all you need to know about creating a customer centric culture and coming up with a workable customer experience framework for your organization. Narrowing down on the topic, you will be able to measure your customer service effectiveness, come up with CX strategies, measure your CX initiatives, and create areas for improvement in your CX programs.

For Whom:

This program is designed for customer service managers, marketing, PR, communications, sales and operations professionals. It addresses professionals wishing to understand the importance and role of customer experience and to design and implement CX programs and build their competencies in marketing and sales and develop their skills in such disciplines.

Learning Objectives:

At the end of the program, participants will be able to:

• define the scope of customer service and measure its effectiveness to ensure repeat customer and corporate growth;
• evaluate customer experience management to adapt to changing consumer expectations and create an awesome customer experience program;
• develop customer experience strategies and use empathy to create desirable products/services and great customer interactions;
• measure customer experience performance to analyze problems and come up with recovery strategies and take corrective actions; and
• improve customer experience practices to continuously meet service challenges and instill a customer centric culture.

Course Outline:

 Day 1: Deploying your CX Plan

• Customer strategy definition
• Creating a customer persona
• Identifying employee personas
• Business process versus customer journey
• Mapping the customer journey
• Understanding what constitutes a touch point
• Creating a journey map
• Foundations of experience design
• Emotion-mapping your touch points
• Digital customer experience
• Auditing your website
• Auditing your digital marketing initiatives
• Setting digital metrics for improvement
• Setting standards for the digital shopper experience
• Examples of CX digitization

Day 2: Measuring and sustaining CX

• Measuring your CX program’s performance
• Different types of measurements
• Turning your measurement into action
• Developing a CX dashboard tool
• Sustaining customer experience
• Customer experience improvement methods

Day 3: Brand activation and CX

• Definition of brand activation
• Importance of brand activation
• Activation versus experiential marketing
• Creating and engaging brand activation program
• Metrics for brand activation campaigns
• Types of brand activation
• Brand activation real examples

Training Methodology

Lectures, discussions, exercises, and case studies will be used to reinforce these teaching/learning methods.