CXM Editorial TeamCXM Editorial TeamApril 10, 2019
Screen-Shot-2019-04-10-at-13.58.47-1280x655.png

1min375

Ian Golding is a world-renowned Customer Experience consultant, and author of the most influential CX book available today, Customer What?: An honest and practical guide to customer experience

In this interview, Ian – who also leads the CX Professional Masterclass and CCXP Exam Workshop – outlines the work of CX professionals, how companies test their CX offering, how organisations can change and improve to become more customer-centric, and more…


Paul AinsworthPaul AinsworthApril 4, 2019
hat-1674894_1280-1280x1280.png

2min569

The Customer Experience Professional Masterclass is taking place this month, and now is your chance to sign up for the two-day event led by author and international CX consultant Ian Golding.

Ian, founder of the Customer Experience Consultancy, and author of Customer What? The honest and practical guide to customer experience, will take participants on a journey of learning CX skills and strategies, with the use of relevant case studies and practical exercises.

Topics covered in this in-depth class include all core Customer Experience competencies, such as strategy and brand proposition; the role of employees in delivering the strategy; customer journey mapping; CX measurement (VOC, VOE and VOP), CX improvement; and CX culture.

The Masterclass is taking place at the Business & Technology Centre in Stevenage on April 23 and 24, while for those keen to take the CCXP exam, a preparation workshop will be held at the same venue on April 25.

Meanwhile, attendees of the April CX Professionals Masterclass will be invited to attend an evening get together at the Sala Thong Thai restaurant in Stevenage. This will take place on April 23, and attendees will be joined by Ian Golding himself, and Neil Skehel, Founder of Customer Experience Magazine.

Further CX Professional Masterclass dates are scheduled for July, September, and November.

For further details on any of the CXM Masterclasses, please email Antonija@cxm.co.uk.

 

 


Ian GoldingIan GoldingMarch 15, 2019
Loyalty-1280x748.png

4min477

Customer Experience specialist Ian Golding, author of Customer What: The Honest and Practical Guide to Customer Experience, writes for Customer Experience Magazine offering expert insight to help businesses improve their CX offering. 

To ask Ian a question on how to boost the Customer Experience provided by YOUR business, please email your question to editor@cxm.world. The best questions will be featured in future instalments.

Ian also leads the CX Professional Masterclass. Click here for details of upcoming Masterclass dates.

As a smaller business, should I consider customer loyalty schemes as part of my Customer Experience Strategy? Can they add value to my business, or is it common for customers to fail to engage with them?

I have always believed that if done well, customer loyalty schemes can be extremely effective as a way of maintaining engagement with those who interact with your products and services.

By “if done well”, I am suggesting that some are not!

Typically, the domain of large corporations in the travel, hospitality, and retail industries (although not exclusively), if the ‘effort’ is effortless and the ‘reward’ is rewarding, then a loyalty scheme could be a differentiating factor in the mind of your customer.

Personally, as a frequent traveller I will always look to fly or stay with an airline or hotel that will provide me with a benefit for using them regularly. To me, the reward of ‘free’ flights or hotel stays is a worthwhile incentive to keep using certain brands.

However, the loyalty scheme alone must only be perceived as just one touchpoint in the customer journey – if other things in the journey go wrong, I will gladly give up my perceived ‘benefits’ and take my business elsewhere.

There is absolutely no reason why the principle of a loyalty scheme should not be applied by smaller organisations – as long as it is sincere and commercially viable and a way of driving differentiation.

However, there is no sense putting a loyalty scheme in place if it will run your bottom line into the ground! Also, do not forget the ‘sincerity’ part of my statement. If a loyalty scheme is perceived by your customers as a way to try to ‘sell them more’ or spam them, then it may be better not doing it in the first place.


CXM Editorial TeamCXM Editorial TeamFebruary 8, 2019
hat-1674894_1280-1280x1280.png

5min711

The Customer Experience Professional Masterclass led by international CX consultant and author Ian Golding, is going from strength-to-strength in 2019 with more satisfied participants than ever.

The two-day class – which is followed by an opportunity to take the CCXP exam following a preparation workshop – sees participants learn the skills and knowledge needed to move a business towards full customer-centricity.

Featuring interactivity, discussions, case studies, and more, Ian, author of Customer What? The honest and practical guide to customer experience, is helping shape the CX landscape in the UK and beyond, empowering a new generation of professionals ready to put customer centricity at the heart of their organisations.

The recent February CX Masterclass was a huge success, and saw eager participants arrive in Stevenage from across the UK – and further afield – to engage.

Speaking of his experience, Ben Washburn, a CX Manager with legal software firm Hyperlaw, said: “I had a fantastic few days at the CX Masterclass. Customer Experience is such a crucial area of business that often doesn’t get the attention it deserves. If deployed properly, it is key to any successful business.

“A huge thank you to Ian for the eye opening insight and all the other attendees for a thoroughly enjoyable two days.”

Mary Geoghegan, a Senior Global Customer Service Leader with the national College of Ireland, said: “I was very impressed with Ian’s delivery of training, his passion, and his support to go above and beyond with his mentoring. Having completed the class I feel re-energised, re-focused, and totally positive that this is the area of business I want to be in and one in which I can make a difference.”

Customer Experience Leader with Bupa Global, Dean Arcan, flew in from Copenhagen to take part and was thrilled to learn from Ian, who also applies his knowledge in judging panels for various CX awards events such as the UK Customer Experience Awards.

“Ian is one of the most inspirational leaders I’ve ever met,” he said.

“He is extremely knowledgeable, passionate, and humble. He is a true example of a leader with purpose and integrity, who is committed to adding value to people.

I feel as though this Masterclass has been a milestone event in my career. I’ve learned so much I’m almost bursting with enthusiasm – even more than usual!

“Under Ian’s guidance I know I will be able to channel this a lot more effectively going forward. Keep doing what you are doing Ian, you are changing lives!”

Meanwhile, Sophie Rugg, a Customer Insight specialist with Wakefield and District Housing, described the Masterclass as “hands down the best training I have ever attended.”

She continued: “Ian is an absolute CX expert and delivers the class with clarity and an infectious enthusiasm. He has an incredible knack for dealing with complex topics with simplicity. I have come away from the class glowing and buzzing with new ideas. I can’t recommend tit highly enough.”

The next CX Professional Masterclass will take place at the Business & Technology Centre in Stevenage on April 23-24, with the CCXP Exam Workshop on the 25th. Click here to register.

For all Masterclass queries, please contact Antonija at antonija@cxm.co.uk.

 


Ian GoldingIan GoldingFebruary 7, 2019
career-3478983_1280-1280x743.jpg

4min750

Customer Experience specialist Ian Golding, author of Customer What: The Honest and Practical Guide to Customer Experience, writes for Customer Experience Magazine offering expert insight to help businesses improve their CX offering. 

To ask Ian a question on how to boost the Customer Experience provided by YOUR business, please email your question to editor@cxm.world. The best questions will be featured in future instalments.

Ian also leads the CX Professional Masterclass. Click here for details of upcoming Masterclass dates.

Should any business (irrespective of size) hire an individual who possesses an understanding of the competencies and capabilities required for an organisation to become sustainably customer-centric?

The answer to this is, in my humble opinion, is simple…..YES!

As anyone who has heard me speak, or read my thoughts on the subject of Customer Experience in the past will know, CX is now recognised globally as a bona fide profession. This fact demonstrates that like all professions, there is a ‘science’ that defines the work that someone in a Customer Experience role performs. The ‘science’ is formed of six competencies, established by the Customer Experience Professionals Association (CXPA). These are:

Customer-Centric Culture

Voice of the Customer, Customer Insight, and Understanding

Organisational Adoption and Accountability

Customer Experience Strategy

Experience Design, Improvement, and Innovation

Metrics, Measurement, and ROI

This is a broad set of subject areas that Customer Experience Professionals (CXPs) are expected to have a good working knowledge of. The best CXPs in the world apply the science in a way that is appropriate to every and any situation/scenario they face. If an organisation has an aspiration to become sustainably customer-centric, it will find it extremely difficult to do so if it does not contain the expertise and specialisms to make it a tangible reality.

What official title an organisation gives someone with these skills is actually not that important; what is critical is that the organisation recognises the importance of Customer Experience capability and enables those with the skillset to work alongside their colleagues to drive a cross-functional, collaborative approach to becoming customer-centric.

To find out more about the Certified Customer Experience Professional qualification, visit the CCXP website.

To find out more about Ian’s CX Masterclasses and CCXP Exam Preparation Workshops, click here.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME



Contact Information

For article submissions:
Editor
Paul Ainsworth
editorial@cxm.co.uk

For general inquiries, advertising and partnership information:
advertising@cxm.co.uk
Tel: 0207 1932 428

For Masterclass enquiries:
antonija@cxm.co.uk
Tel: 0207 1937 483

Customer Experience Magazine Limited
Acacia Farm, Lower Road,
Royston, Herts, SG8 0EE
Company number: 7511106

JOBS IN CUSTOMER SUPPORT


Newsletter