Customer Experience Strategy (Online)

Design and deploy a successful CX plan

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Course Date

STARTS ON

August 11, 2022

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

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?

70%

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

  • CX manager
  • Sales manager
  • Success manager
  • Senior sales manager
  • Program manager
  • Project manager
  • Account manager

Product professionals, marketers, and entrepreneurs who want to integrate an overall customer experience strategy with their brand and product strategies

  • Senior product manager
  • Product manager
  • Marketing manager
  • Brand manager
  • Product marketing manager
  • Product owner
  • Organization founder or co-founder

Program Modules

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

Live webinar

Decorative image relating to recorded Q&A sessions

Recorded Q&A sessions

Decorative image relating to case studies

Case studies

Peer learning and feedback

Real-world customer experience examples

Weekly assignments

Quizzes, polls, and discussions

Final project

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 six-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

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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FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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Flexible payment options available. Learn more.