Measuring, Monitoring and Improving Customer Experience In-House Training Course

Course overview

This sentence’s wording is a bit confusing. Maybe “Customers always expect high-quality products and services, but businesses and customers may not always agree on exactly what that entails Due to countless types of products, price categories, national expectations and other elements, it may be challenging to monitor and measure if and how customer requirements are met. However, this does not free an entity from meeting client expectations; just the opposite – it must always be the highest priority.

The financial and other benefits of improving the consumer experience are so significant that client experience measurement has become a special area of expertise. The results of customer experience measurement form key indicators for defining and improving service quality and setting the next steps. This Atton Institute course focuses on data which reveals how to delight customers by enhancing the overall Client Experience using the best available tools. These tools and data provide course participants with the best ideas on how to deliver service and CX which are absolutely unique!

Grasp the ABCs of CX in the modern business world and take a look at how to further extend your professional skills:

• Learn key principles of perfect CX and how to apply it in your company
• Understand the needs and expectations of your customers
• Structure a plan and process flow around consumer centricity principles
• Benchmark your entity and recognize where to start with the changes
• Explore the key CX data that you need to permanently measure and monitor

Who Should Attend

• Marketing Professionals
• Service Quality Managers
• Middle and Top Management
• Operation Managers
• HR Managers
• Sales Specialists
• Brand Managers
• Analysts
• Customer Experience (CX) Managers
• All professionals who are responsible for any part of Customer Experience Journey
• Anyone who wants to improve the Customer Experience in his/her organization

What will you gain

In this course, which is particularly dedicated to CX monitoring, you will study and obtain professional skills in how to:

• Develop a customer-centric culture based on clients’ expectations
• Explore your present CX standing through benchmarking with other organisations
• Utilize skills which are exceedingly valuable for career and professional growth
• Outline strategy for bringing together customer expectations and customer experience
• Apply market research methods to measure the effectiveness of the customer experience
• Develop a corporate culture of prioritizing and safeguarding customer loyalty and retention
• Use customer service to monitor expectations on product or service delivered
• Measure and monitor team competence to deliver superior customer service
• Enhance with the skills obtained in this course the overall CX level in your company
• Design and apply customer feedback systems, including survey questionnaires
• Execute effective action plan to improve ROI and customer loyalty

Course content

• Who are your Customers?
  • Internal Customers
  • External Customers
  • Exposing the reasons and consequences why customers' behaviour is changing
• Developing a Top-Down Customer-Centric Culture
  • Creating Service Vision and Mission- Steps for Implementing a Customer-centric Service Model
  • Examples of World-class Customer Service Organisations
  • The customer experience maturity model
  • Short Overview of How to Create a Service Strategy – Define, Analyze, Approval, Charter
  • Identify barriers to customer centricity
  • Prioritize Your CX Efforts – Importance of internal customer
• Journey Mapping Like A Pro
  • Identifying touch points
  • Creating effective customer service ‘touch points’ within your company
  • Different types of customer journeys
  • Developing customer journey
  • Re-evaluating all touch points and customer journey and aligning them in accordance to your strategy
• Measuring and Monitoring Customer Satisfaction and Service Quality Professionally
  • Why you should measure and monitor CX at every stage of the funnel / customer journey
  • How to encourage customer to provide complaints and feedbacks and value of such
  • All sources of getting feedback:
    • how and when you should measure
    • how reliable is the info
    • how to evaluate feedback
  • How to work with complaints
  • Mystery Shopping and how to successfully conduct it
  • Creating efficient questionnaires, interviews, and surveys
    • How reliable is the info
    • Types
    • Advantages and disadvantages
    • How and when you should measure
    • How to interpret them
  • Omni and Cross-channel Support – how to measure it
  • How to measure emotions and loyalty
  • Documentation analysis
  • SERVQUAL and SERVPERF
  • Understanding and measuring the customer lifetime value (LTV)
• Key Metrics and Standards You Must Be Aware Of
  • Objective Service Metrics: volume per channel, resolution ratio, First response time, Customer Success Ratio, Things Gone Wrong, Minutes Spent Per Call, etc.
  • Elevate CX Measurement - Identify drivers that influence your beacon metrics
  • Setting the Standards for Customer Experience Excellence based on measured and monitored results
• Techniques That Help You to Reveal Gaps and Improve Customer Experience
  • Continuous Quality Improvement PDCA
  • Mind Mapping, Brainstorming
  • Pareto charts, Ishikawa Diagram, Statistical Process Control Charts (SPC), Business Process Mapping, Cause Analysis,
  • Gap analysis - Focus on Lowering Customer Effort
• The Six Pillars of customer experience excellence – Best Way to Improve CX
  • Personalisation - Using individualised attention to drive an emotional connection.
  • Integrity - Being trustworthy and engendering trust.
  • Expectations - Managing, meeting and exceeding customer expectations.
  • Resolution - Turning a poor experience into a great one.
  • Time and Effort - Minimising customer effort and creating frictionless processes
  • Empathy - Achieving an understanding of the customer’s circumstances to drive deep rapport.