Through Customer Experience Management (CXM) and Customer Journey Mapping you can create insight into and understanding of your customers, and thereby develop a better customer experience and stronger loyalty. In this two-day course, which mixes theory with practice, you will learn how to work concretely with CXM and Customer Journey Mapping in your organisation. We also explore AI as support in working with customer insights and development, and how organisations can create real customer value in their AI initiatives.
Format: On site
Language: Swedish
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About the course.
Through Customer Experience Management (CXM) and Customer Journey Mapping you can create insight into and understanding of your customers, and thereby develop a better customer experience and stronger loyalty. In this two-day course, which mixes theory with practice, you will learn how to work concretely with CXM and Customer Journey Mapping in your organisation. We also explore AI as support in working with customer insights and development, and how organisations can create real customer value in their AI initiatives.
Customer Experience Management, CXM, is a business discipline, a strategy and a mindset in which you work in a customer-centred way to develop services and operations for more satisfied and loyal customers, and thereby improved profitability.
One of the cornerstones of CXM is understanding and mapping the customer's experience of you and your brand over time. The work is done cross-functionally and visualised as a customer journey, a so-called Customer Journey Map.
In this course we go through the basics of CXM. With a focus on customer insight and customer journeys, you will learn in practice to create a Customer Journey Map, and how to use it to work with change in the organisation.
COURSE OBJECTIVES:
As a participant you will gain:
- A basic understanding of Customer Experience Management as a business discipline and the central capabilities linked to it
- Good knowledge of how to work practically and strategically with Customer Journey Mapping in your organisation
- An understanding of how an empathetic approach to your customers can create a more sustainable and profitable business for your company
- A plan for starting CXM work in your organisation
What you will learn
What you learn.
Customer Experience Management (CXM) as a business discipline: capabilities and concepts, what a customer experience consists of and how we can understand it. What customer centricity means.
Customer Journey Mapping. Ways of working and methodology. Collecting customer insights, customer needs and behaviour. How AI can be a support.
The link between customer journeys and driving change, from a strategic, tactical and operational perspective
Business development and management control with CXM
A practical case and exercises to be able to implement change in your organisation
How you can measure the experience linked to Customer Journey Mapping
AI initiatives that create customer value
Curriculum
How the course is built.
DAY 1
09.00 Welcome and introduction
- Introduction to the day and to each other
- The goals and purpose of the course
09.30 Customer Experience Management (CXM)
- The customer experience: What does it consist of? How can we understand it?
- Empathy and being customer-centred
- Customer Experience Management, CXM
10.00 Coffee
10.15 Customer Experience Management (CXM) cont.
- Introduction to the CXM business discipline and central capabilities
- CXM and branding
- CXM and competencies such as UX, service design, CRM
- Understanding maturity in CXM
11.00 Customer Journey Mapping
- What the customer journey is and is not
- Which customer journey we choose to work with
- Knowing the customer's needs, behaviour and experience
- Introduction to the design process and a step-by-step exploratory way of working for customer journey mapping
- Short exercises and discussions
12.00 Lunch
13.00 Customer Journey Mapping cont.
- Which customer insights are needed and how we collect them. We move across different types of data, from operational and quantitative data to experience data.
- Analysis to create insights. Customer type vs customer segment.
- How AI can be a support
- Introduction to a B2C case
14.30 Coffee break
14.45 Customer Journey Mapping cont.
- Practical work on the case: map a customer journey
- Reflection and lessons learned
16.20-16.30 Summary of day 1
DAY 2
09.00 Reflection on day 1
09.20 Analysing the customer journey map (case)
- Root causes
- Prioritising areas for improvement
- Tools for Customer Journey Maps
10.00 Coffee
10.15 The customer journey for B2B
- Similarities and differences in B2B
- B2B customer journey exercise
11.00 Introduction to customer centricity at the strategic level
- How the customer journey can be used strategically
- CXM organisation: who drives it and how
- CXM programmes and implementation
- AI and customer experience
12.00 Lunch
13.00 Introduction to driving change and development with the help of CXM and the customer journey
- Journey Management
- Service Blueprint
- Prioritisation and roadmaps
- The design process
13.45 Introduction to goals and measurement
- Measurement programmes
- NPS (Net Promoter Score)
- Designing measurement linked to the customer journey
14.30 Coffee break
14.45 Goals, KPIs and measurement
- Exercise
15.15 A plan for your role and your organisation
- CXM maturity
- Create a CX roadmap for your organisation
16.00-16.30 Summary and closing reflection
Target audience
Who is this for?
The course is aimed at a wide range of roles. You might, for example, have a dedicated CXM role or have recently become responsible for the customer experience. You might have a role outside CXM and want to understand how to work more systematically and strategically to increase customer centricity. You might have a CEO/management function or belong to marketing, sales, communication, product, business development, operational development, customer insight or HR. You work in a support function and want to work more cross-functionally around customer needs. For example:
- Marketing managers and marketers
- Business and operational developers
- CEOs/Heads of business areas
- Support and customer service managers
- Strategists
- Product owners
- UX managers
What "verified" means here
Verified credential.
When you complete the course, Bonnier Akademi issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
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