Workshop on Customer Experience Management (CXM)

Program Overview:

Customer experience management (CEM or CXM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. CEM is a strategy that puts business customers at the center of marketing, sales and customer support in order to drive brand loyalty and repeat business. This program is designed to help participants identify customer touch points and anticipate how customers will interact with their products or services and create customers’ journey map to help CX teams to boost customer retention in the long term.

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;
• explain 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:

Module 1: CXM and its relevant definition

• Why is CXM important?
  • CXM: Skills of individuals
  • The good and bad skills
• Corporate CXM practices
  • Understand your customer
  • The customer journey map
  • Analysis of the touch points
• CXM inspirations
  • Significance of employee engagement
• CXM strategy
  • Create a customer vision
  • Develop an emotional connection
  • Capture customer feedback
• CXM Designs
  • Employee capabilities
  • CXM: Return on investment (ROI)
  • Internal and External considerations

Module 2: Customer equity

Value proposition & customer motivation

• Customer bonding
• Brand strength
• Developing Customer Centric Culture
• Understanding the SMAC Concept

Focus leadership

• Empowering the frontline
• Metrics that matters
• Feedback mechanism

CXM Indices

• Churn rate
• Life time value
• CX Pattern
• Measuring work process

Module 3: Voice of the Customer: VoC

• Feedback from Clients
• Feedback from Colleagues / Employees
• Feedback from Management

Capturing the VoC.

• Questionnaire’s Survey
• Interview
• Focus group
• Feedback mechanism
• Hierarchy of Customer needs
  • Primary needs
  • Secondary needs

Net Promoter Scores (NPS)

• Promoter Customers
• Detractor Customers
• NPS Calculations

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teaching/learning methods.