Customer Experience Strategy (Online)

Design and Deploy a Successful CX Plan

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Course Dates

STARTS ON

June 9, 2022

Course Duration

DURATION

7 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,392 or get US$260 off with a referral

Course Information Flexible payment available
Round 1

The deadline for this round has passed

1
Round 2

US$2,392 / program fee

Application Deadline
2

Develop a New Vision of Personalized Customer Experience

It can be argued that, in some cases, customer experience (CX) has become more important than the brand itself when it comes to retaining customers and attracting new business. Today’s customer experience strategies go beyond traditional discounts and perks by engaging customers with personalized, seamless, and consistent interactions across all touchpoints. This online program will prepare you to develop this new vision and gain a competitive business advantage with answers to critical questions, such as the following:

  • Why should it be a priority to meet the needs of your customers before the needs of your business when designing customer experience strategies?
  • What is the difference between customer loyalty and customer advocacy?
  • What are the potential benefits and drawbacks of using artificial intelligence (AI) and machine learning (ML) technology for personalization?
  • How can you best leverage consumer research techniques and employ personas, journey maps, and empathy maps to improve the customer experience?

Focusing on CX as a part of operational improvements can improve customer satisfaction by 20–30 percent and increase revenue by 20–50 percent.

Source: McKinsey & Company, 2019

Seventy percent of consumers and eighty-five percent of business buyers say that the quality of CX is as important as the brand.

Source: “State of the Connected Customer,” SalesForce, 2020

Key Takeaways

After participating in this program, you will be able to:

  • Evaluate, understand, and work toward addressing the needs of your customers before the needs of your business
  • Use qualitative and quantitative research tools to test customer experience strategies and create a holistic approach to giving customers a great experience with a brand
  • Evaluate customer experience from the customer's point of view
  • Leverage consumer research techniques to discover the motivations that drive customer needs
  • Employ tools, such as personas, journey maps, and empathy maps, to make more informed decisions on how to improve customer experience
  • Recognize the value of personalization in customer experience design using AI and machine learning technologies

Who Should Attend

While there are no specific prerequisites in terms of content knowledge, this program is designed for those who have some management-level experience in product, service, and brand marketing.

  • Mid-level to senior managers who want to develop competitive differentiation by designing engaging customer experiences in the context of multichannel interactions
  • Product professionals, marketers, and entrepreneurs who want to integrate an overall customer experience strategy with their brand and product strategies

Customer Experience

This program covers key principles and tactical research and technology tools for developing customer experience strategies that support business differentiation as a competitive advantage.

Module 1:

Customer Experience Strategy and the Role of Customer Experience Design

Gain an understanding of the fundamentals of customer experience and identify the importance of customer experience design in the context of omnichannel interactions with customers.

Module 2:

Business Differentiation through Superior Customer Experience

Explore the principles of a better customer experience and understand the difference between customer loyalty and customer advocacy. Apply customer experience differentiators to a variety of brands and products.

Module 3:

Understanding Customers, Part 1

Understand the importance of making customer experience decisions using a holistic approach with different types of qualitative and quantitative user research.

Module 4:

Understanding Customers, Part 2

Increase your understanding of customer needs by creating personas, empathy maps, and customer journey maps for a given brand or product and identify multiple customer touchpoints.

Module 5:

Validating and Measuring the Impact of Customer Experience Design

Create and assess a customer experience design hypothesis statement and use rapid prototyping to effectively communicate its applications. Design customer experience metrics and key performance indicators (KPIs) to measure the impact of a customer experience design hypothesis.

Module 6:

The Role of Technology

Examine the potential benefits and drawbacks of using AI, ML, and other technologies for personalization in customer experience design.
Also leverage consumer research techniques and employ personas, journey maps, and empathy maps to improve customer experience.

Module 1:

Customer Experience Strategy and the Role of Customer Experience Design

Gain an understanding of the fundamentals of customer experience and identify the importance of customer experience design in the context of omnichannel interactions with customers.

Module 4:

Understanding Customers, Part 2

Increase your understanding of customer needs by creating personas, empathy maps, and customer journey maps for a given brand or product and identify multiple customer touchpoints.

Module 2:

Business Differentiation through Superior Customer Experience

Explore the principles of a better customer experience and understand the difference between customer loyalty and customer advocacy. Apply customer experience differentiators to a variety of brands and products.

Module 5:

Validating and Measuring the Impact of Customer Experience Design

Create and assess a customer experience design hypothesis statement and use rapid prototyping to effectively communicate its applications. Design customer experience metrics and key performance indicators (KPIs) to measure the impact of a customer experience design hypothesis.

Module 3:

Understanding Customers, Part 1

Understand the importance of making customer experience decisions using a holistic approach with different types of qualitative and quantitative user research.

Module 6:

The Role of Technology

Examine the potential benefits and drawbacks of using AI, ML, and other technologies for personalization in customer experience design.
Also leverage consumer research techniques and employ personas, journey maps, and empathy maps to improve customer experience.

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Program Experience

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Live webinar

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Recorded Q&A sessions

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Case studies

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Peer learning and feedback

Decorative image relating to real-world customer experience examples

Real-world customer experience examples

Decorative image relating to weekly assignments

Weekly assignments

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Quizzes, polls, and discussions

Decorative image relating to final project

Final project

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Dedicated program support team

Program Faculty

Profile picture of programme faculty PAUL CANETTI

Paul Canetti

Adjunct Assistant Professor of Business, Marketing Department, Columbia Business School

Paul Canetti is an entrepreneur, educator, and futurist. He is an adjunct assistant professor of business at Columbia Business School in the marketing department. He sits on the Strategic Advisory Board of Riverside Acceleration Capital. He is also the host of the podcast Tech News for MBAs and writes about technology on his website, Hypothetically Great... More info

Guest Speakers

Faculty Member Rebecca Lessem

Rebecca Lessem

Leader, Customer Experience Center of Excellence Department, Con Edison, New York

Profile picture of guest speakers SHIRA GILBOA

Shira Gilboa

Senior UX Researcher, Google

McDonald’s Case Study and Capstone Project

Throughout the seven-week program, participants will complete assignments for a capstone project based on real-world global examples of successful customer experience strategies at the McDonald's corporation. This continuing case study will include discussions and personalized feedback on assignments.

Certificate

Example image of certificate of participation that will be awarded upon completetion of the program

Certificate

Upon completion of this program, participants will receive a certificate of participation from Columbia Business School Executive Education, which also counts toward two days for a Certificate in Business Excellence.

Your verified digital certificate of completion will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.

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Flexible payment options available. Learn more.