Certificate in Customer Experience Management (CEM) for Professionals In-House Training Course

Course overview

In the present market situation, the ones who decide the success or failure of a business are the customers. They vote with their money, opinions, and reviews as to whether a business will flourish or fall on hard times. Thus, understanding your clients and delivering quality customer service (which then converts into Client Experience) has become a matter of the highest importance.

All forms of client interaction with a company, from initial info request to aftersales support, form the overall Customer Experience (CX) and the whole process of interaction is a customer journey. The development of a system and a strategy of customer experience management requires special skills and knowledge in customer service experience that can be obtained at specialized training. In this course, participants study and gain a comprehensive and detailed understanding of what customer experience is and how to achieve customer satisfaction and loyalty. Customer experience strategy, based on well thought out consumer journey and clear understanding of customer touchpoints, must be embedded into a business’ DNA to secure its development and growth, and this course provides you with the knowledge and skills required to achieve this objective. This course exposes the strategies of excellent Customer Experience Management that can help you to understand your customers better and ultimately increase the profits of your organization.

The course examines the fundamental concept and pillars of the customer experience journey and provides the information and strategies on achieving consumer experience excellence. The following key topics are included in the course:

• Understanding the methods of Consumer Experience Management and its basic components
• Exploring the key elements of the customer journey and touchpoints
• Reveal the best practices to merger offline and online channels into omnichannel experience
• Adjusting a company’s consumer experience strategy according to the type of business
• Setting essential standards to improve customer experience

Who Should Attend

• Heads of Departments
• Marketing Professionals
• Customer Service and Customer Relations Professionals
• Sales Specialists
• Brand Managers
• HR Managers
• Customer Experience Managers (CXM & CEM)
• All professionals who are responsible for any part of Customer Experience Journey
• Anyone who wants to improve the way customers interact with your company and increase its revenue

What will you gain

This intensive Atton Institute course is designed to provide participants with the key pillars and insights of CX Management. Upon completion, you will:

• Develop business service flow according to the best CX standards
• Explore the substantial value and advantages of the pragmatic CEM model
• Recognize clients’ needs and reasons why and how these are changing
• Learn how to succeed with the right balance between internal and external customers
• Acquire a unique skillset that boosts your professionalism and career
• Build an unforgettable digital experience for your clients to beat the competition
• Master all steps and elements of effective interaction with customers
• Apply principles of the modern shopper experience to achieve loyalty and satisfaction
• Minimize the costs of client service and increase revenue and overall efficiency
• Guarantee your future professional growth by developing greatly in-demand skills
• Study the best praxis of successful companies and apply these methods in your workplace

Course content

• Introduction and Course Overview
• Customer Experience Essentials and Its Role in Your Organization
  • What is customer experience, and why is it important?
  • How is CX different from customer service
  • What’s in it for my organization and me?
  • Customer experience pyramid
  • Fundamental Elements of Customer Experience
    • Strategy
    • People
    • Technology
    • Operations and processes
• Building Customer-Centric Culture
  • Strategy development and vision/mission creation
  • Understanding Customer Lifetime Value (CLV) - look beyond the purchase
  • Making customer and his feedback a priority
  • Transformation process – overcoming difficulties
  • Broadcasting strategy and culture to whole organization
• Needs and Expectations of Customers – Revealing Employees and Buyer Personas
  • Internal Customers and External Customers
  • Types of expectations
  • Exposing the reasons why customers' behavior is changing
  • Creating Buyer/customer personas
  • Understanding the importance of staff for customer experience delivery
  • Developing Employee Personas
• Designing Customer Journey Map – Essential Tool to Enhance Customer Experience
  • Importance of the customer journey
  • Research phase – tools and methods to conduct proper research
  • Process of journey map development – two different approaches
  • Traditional approach to journey map development:
    • Buyer persona – reviewing personas we have created earlier
    • Buyer’s Goals
    • Touchpoints
    • Pain points
    • Roadblocks
  • Overlapping Two axes approach to journey map development:
    • Horizontal axis – before, beginning, during, end, next
    • Vertical axis – needs (why), actions (what), players (who), channels (where), emotions (how customer feels, what his satisfaction is)
  • Visualization whole path for better understanding
• Marrying Offline and Online Channels in Omnichannel Experience
  • Understanding the basic concepts of Digital Experience
  • Social Media, communities, and customer generated content
  • Websites adaptations and the growing importance of Mobile Customer
  • Messengers
  • CRM
  • Trends and innovations: chatbots, Internet of Thing (IoT), VR, artificial intelligence, voice
  • Personalized in-store experience, office visits, and events
  • Personal assistance, customer service in person and on the phone
  • Process of combining offline and online into seamless customer experience
• Measuring and Analysing Customer Experience
  • How to choose KPIs and metrics to measure
  • Which metrics to choose
  • Best means and tools to collect necessary information from your customers
• Customer Journey Management and Continuous Improvement
  • Implementation stage – resistance you can face during implementation and how to deal with it
  • Seeing feedback from internal and external customers as a source for enhancing CX
  • Doublechecking touchpoints and roadblocks to find new insights
  • Checking existing processes and operation for further improvement
• Setting the Standards for Customer Experience Excellence
  • Designing the right CX standards
  • Setting and applying the standards and guidelines
  • Control of implementation of CX standards at all levels of the company
• Your Personal Action Plan