Paul AinsworthPaul AinsworthAugust 16, 2019
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4min1076

The CX Professional Masterclass is coming to Dubai in September, led by global consultant and author Ian Golding.

The two-day class will see participants learn from one of the world’s foremost authorities on all things Customer Experience, and receive direct advice on steps that will place customer centricity at the very heart of your organisation.

Topics covered include customer journey mapping, CX measurement, and how employees can affect and deliver CX strategies.

All graduates of the course will be provided with case studies, exercises, and stories that bring to life the skills needed to succeed as a CX professional. Attendees will create a relevant and personalised action plan that can start immediately and graduates will be able to demonstrate greater knowledge, confidence and credibility in Customer Experience within your organisation.

Ian’s many years of CX consulting led him to pen one of the best received texts in CX today, Customer What? The honest and practical guide to customer experience, and now is your chance to learn directly from Ian (pictured left) himself at the workshop on September 25 – 26th.

Following the class, graduates will also have the opportunity to take the CCXP Exam at a CCXP Assessment Centre in Dubai.

The Masterclass will take place at the Jumeirah Creekside Hotel, and for those who register before Thursday August 29, a special Early Bird Discount offer is available. Click here for more details.

In the UK, Ian’s CX Masterclass is going from strength-to-strength, and the next takes place on September 16 – 17.

The Dubai CX Masterclass will allow those in the Gulf region to benefit from the same standard of excellence as the UK events.

UK attendee Rebecca Farnworth, a Customer Excellence Manager, said of her time at the Masterclass: “Ian is a very strong commanding facilitator, presenter, and teacher rolled into one. He makes you want to listen!

“His experience is immense which makes him very credible. I liked the stories and the videos which helped maximise learning in a very adult accelerated learning way. I have never left a training programme wanting to stay and learn even more. My three things to implement into my workplace’s current culture is already on the agenda at the next leadership meeting.”

Meanwhile, Dubai staff can also avail of Ian’s outstanding teaching without having to leave their office.

In-house training offers both employers and employees a whole new set of advantages compared to sending a few people from your team to external training. The entire training process happens much more naturally in the familiar environment and enables your employees to improve their skills without going out of their way.

For more details of in-house training in Dubai, contact Antonija@cxm.co.uk.

 


Ian GoldingIan GoldingAugust 2, 2019
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5min964

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.

What steps can we take to combine our Digital Experience with our brick and mortar operation to provide the best possible overall Customer Experience?

This is an excellent and very pertinent question!

In a world where organisations across all industries are continuing to evolve their use of technology, determining how to use advances in digital capability for the betterment of the Customer Experience is critical. As I have written and spoken about repeatedly in recent times, too many businesses are implementing digital technology in isolation of the Customer Experience.

In other words, the motivation behind technological implementation may consciously be deemed as improving the Customer Experience, but in reality it is actually being motivated by money – for the benefit of the business, not the customer!

We are wonderfully lucky to live in a world where technology is advancing at such an incredible pace. However, whilst organisations see this advancement as an opportunity to save money by replacing human intervention, customers (human beings) are still most likely to remember an experience as a result of a positive human interaction.

As a result, to answer the question: ‘what steps can we take to combine our Digital Experience with our brick and mortar operation to provide the best possible overall Customer Experience?’, it is important that organisations do not consider ‘digital’ and ‘bricks and mortar’ to be two different journeys.

A customer is a customer – they are not a ‘bricks and mortar customer’, or a ‘digital customer’. A customer may choose to interact with you in multiple ways. This is why we must consider the customer journey as just that – a customer journey (not a digital, bricks and mortar, or even a product journey), where the customer can and will switch between communication methods and channels.

We need to consider this as one journey to determine how they interact with each other – or not as the case may be.

The pace of technological advancement is only going to continue to get faster – those who understand how technology can be used to better enable the customer journey, rather than implementing it in isolation of understanding the customer journey, are the ones who are likely to see their organisations continue to grow sustainably.


Paul AinsworthPaul AinsworthJuly 15, 2019
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3min773

Another group of passionate Customer Experience professionals has benefitted from a Masterclass with world-renowned consultant and author Ian Golding.

Held this month in the Stevenage Business & Technology Centre, the CX Professional Masterclass saw attendees from across the UK attend the two-day intensive training with the country’s foremost authority on customer centricity, and the first person in the world to be authorised by the CXPA to teach the CCXP accreditation.

As a result, Ian – whose book Customer What? The honest and practical guide to customer experience has become one of the most respected texts in the industry – has personally mentored around one quarter of the world’s CCXPs to date.

You too can learn from the very best at the next two-day CX Professional Masterclass on September 16 & 17, and a special Early Bird Discount offer is in place for those who book their place before August 16. The Masterclass will be followed by a one-day CCXP Exam Workshop on September 18, for those who wish to prepare for, and undertake, the exam.

Sharpening skills: Attendees of the July CX Professional Masterclass with Ian Golding (second from right)

Following the recent Masterclass, participants spoke with CXM to describe what they gained from attending.

Muss Haq, Strategic Customer Insight Manager at TSB, said: “Meeting Ian and networking with people who are as passionate and enthusiastic about CX as I am, was a fantastic experience.”

Meanwhile, Chris Durnford, Customer Experience Director at London Stone, described the Masterclass as “easily the best training course I have ever attended”. He added: Ian was a great host and really made the course interesting and informative. The time flew by, and the stories and videos were very memorable.”

Click here to book your place at September’s CX Professional Masterclass.

 


Paul AinsworthPaul AinsworthJune 3, 2019
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4min454

The Customer Experience Professional Masterclass is taking place next month, and the deadline to take advantage of a special Early Bird discount offer is fast approaching.

The two-day Masterclass is led by Ian Golding, founder of the Customer Experience Consultancy, and author of Customer What? The honest and practical guide to customer experience. Ian 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.

Ian Golding (third from right) pictured with attendees of the CX Professional Masterclass in April.

The Masterclass is taking place at the Business & Technology Centre in Stevenage on July 8 – 9, while for those keen to take the CCXP exam, a preparation workshop will be held at the same venue on July 10.

Those who book their place before June 10 can save £150 in attendance costs. For further details on any of the CXM Masterclasses, please email Antonija@cxm.co.uk.

Recent Masterclass attendees have praised the course and the newfound skills that will now help them on their career path.

Irina Mostovaya, Service Owner at cyber security firm F-Secure, said: “The true meaning behind ‘Customer Experience’ is often misunderstood. Ian’s Masterclass introduces valuable tools to create a functioning CX strategy and company culture, whether you are just starting out, or are further into your CX development. Real-life examples, together with 24 years of Ian’s practical experience, are the best reasons to attend the Masterclass and discover that the CX is not just an abbreviation, but a science ‘with a heart behind it’.”

Director at Serbian firm Skills D.O.O. said of the Masterclass: “It was above my expectations, which doesn’t happen often. I was absolutely impressed with Ian’s vast knowledge and experience, and would like him to be my mentor.”

Hope Grant, Customer Services Manager at DMG Events, described Ian’s teaching as “engaging and inspiring”, while Libbi Martin, Senior Marketing Manager at Shepherds Friendly Society, added: “It was a wonderful experience and I enjoyed meeting so many like-minded people.”

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

 


Ian GoldingIan GoldingMay 13, 2019
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5min957

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.

I believe my business is running smoothly, and I have had no complaints so far, but how can I test my touchpoints to identify potential problems before a customer does? 

This is a great question!

The only way to determine if your perception of your business is a reflection of reality is to ‘put yourself in your customers shoes’!

Whilst it is perfectly feasible that you are delivering a consistently good experience that is meeting the needs and expectations of customers, it is important to understand that very often, when things are going wrong, customers will not tell you about it! The only time you will realise there is a problem, is when it is too late.

So to ‘test’ the touchpoints in the customer journey, you must experience them for yourself in exactly the same way the customer does. This is an activity/exercise that should be done on a regular basis – and not just by you!

Everyone in your organisation should be experiencing the customer journey on a regular basis and reporting back observations (both positive and negative). Even if you are in a ‘business-to-business’ relationship, it is still vital to see what your customer sees’.

Too many organisations are not genuinely putting themselves in their customers shoes on a continuous basis. Doing so will enable the proactive management of the customer journey.


Paul AinsworthPaul AinsworthMay 9, 2019
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4min633

Professionals from across the UK and further afield are continuing to develop their Customer Experience skills thanks to the guidance of renowned CX consultant and author Ian Golding at the CX Professional Masterclass.

The most recent two-day course took place in Stevenage on April 23 & 24th, with attendees joining Ian for an in-depth exploration of CX methods, case studies, and the development of a personal action plan that the delegates will bring back to their respective workplaces.

The Masterclass offers insight into building and delivering effective CX strategies, customer journey mapping, establishing a customer-centric culture, and adopting CX measurement techniques. Meanwhile, the following day saw delegates attend the one-day CCXP Exam Preparation Workshop, with many sitting the exam shortly afterwards thanks to the tuition of Ian, who was the first person in the world to gain authorisation by the CXPA to tutor for their accreditation.

As a result of this unique position, Ian – author of Customer What? The honest and practical guide to customer experience – has personally tutored around one quarter of the world’s CCXPs.

Meanwhile, following the Masterclass, attendees also joined Ian and CXM founder Neil Skehel for an evening at Stevenage’s Sal Thong restaurant for an evening of networking, fun, and of course, delicious Thai dishes.

CX Professional Masterclass attendees with Ian Golding (third from right)

Speaking of their experience, attendees praised the course and the newfound skills that will now help them on their career path.

Irina Mostovaya, Service Owner at cyber security firm F-Secure, said: “The true meaning behind ‘Customer Experience’ is often misunderstood. Ian’s Masterclass introduces valuable tools to create a functioning CX strategy and company culture, whether you are just starting out, or are further into your CX development. Real-life examples, together with 24 years of Ian’s practical experience, are the best reasons to attend the Masterclass and discover that the CX is not just an abbreviation, but a science ‘with a heart behind it’.”

Director at Serbian firm Skills D.O.O. said of the Masterclass: “It was above my expectations, which doesn’t happen often. I was absolutely impressed with Ian’s vast knowledge and experience, and would like him to be my mentor.”

Hope Grant, Customer Services Manager at DMG Events, described Ian’s teaching as “engaging and inspiring”, while Libbi Martin, Senior Marketing Manager at Shepherds Friendly Society, added: “It was a wonderful experience and I enjoyed meeting so many like-minded people.”

The next CX Professional Masterclass will take place in Stevenage on July 8 & 9th, with the CCXP Workshop taking place the following day, July 10th, with an opportunity to take the exam on the same day for those with their CCXP applications accepted and approved.

 

 

 

 

 


CXM Editorial TeamCXM Editorial TeamApril 10, 2019
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1min1243

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
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2min966

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
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4min934

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
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5min1144

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
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4min1124

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.




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