CX Professional Masterclass
is designed for those wishing to develop their understanding of best practice disciplines, tools and frameworks being used successfully in Customer Experience around the globe.
Designed by Ian Golding, world renowned Customer Experience Specialist, all graduates of the course will be given case studies, exercises and stories that bring to life the skills needed to succeed as a CX professional.
- Prior to their attendance at the masterclass, all delegates would be sent a questionnaire exploring their current understanding of customer experience. The questionnaire should be sent back prior to attendance at the workshop.
- Delegates will be asked to think about their own recent experiences as customers, and document two – one positive and one negative. They will be asked to describe why the experience was positive or negative, and HOW both experiences made them feel. They will also be asked to describe how analytics and intelligence could have helped the companies they interacted with to improve the experience.
- Delegates will be asked to source any existing forms of customer insight they can relating to their own products and brands. They will be asked to consider whether they think they have everything they need.
- Delegates will be asked to source any existing forms of customer feedback they can relating to their own products and brands. They will be asked to consider whether they think they have everything they need.
- Introductions and expectations
- The role of the Customer Experience Professional
- Leading the customer agenda
- Influencing with credibility
- CXPA’s Competencies for the CCXP accreditation
- CX as a tool for transformation
- Evolution of the organisation’s CX maturity
- Why it’s important
- Commercial benefits of CX
- Customer Strategy
- Customer strategy examples
- Customer Experience frameworks
- Evaluating your customer strategy
- Brand Proposition
- What is it and why is it important?
- Being clear about the brand promise
- What makes a brand proposition
- Customer-centric culture
- Characteristics of customer-centric organisations
- What should customer-centric leaders be doing?
- Employee experiences
- Who are your customers?
- The flaws in traditional segmentation methods
- Creating customer personas
- Using personas to influence
- Customer empathy
- What is empathy and why is it important?
- How to think like your customers think
- The role of storytelling
- Customer journey mapping
- The principles of mapping customer journeys effectively
- Keeping it simple and actionable
- Prioritising the most important things
- Measurement principles
- Aligning the voices of your customers, people and processes
- Know what your priorities are
- Action planning
- For you personally and your organisation
- A framework for managing what happens next
- Keeping up the momentum