Customer Experience Management Blueprint

Section 2 gives you the practical tools:

Section 2 is a continuum for section 1, but from practical perspective. We will show how to use Customer Experience Blueprint to get tangible results. Don’t worry if it feels a bit awkward in the beginning, we all have been there. Once you have used it couple of times and received some really impressive results, you start to see why it is so important. We have used this tool so many times that we can do it on the fly in customer meetings. Can you imagine the power of totally understanding what the customer needs from you in a sales situation for example? The use of this tool is not limited into customer strategy planning only, it is also a sales tool.

This lecture 5 gives you insight on:

This is the first really hands-on lecture. In section 1 we have covered why Customer Experience Blueprint is key to your business success and now we start going through a practical tool, which will enable you to design customer experience strategy for your business. You can take this tool in use immediately after finishing watching the video and start creating the best customer experience strategy your company has ever had.

Surely this will establish your reputation as the customer experience expert in your peer's eyes!

Agenda for lecture 5:

* Introduction on how to use the tool
* Customer Experience Silver Bullet
* Who is the target customer?
* Where does the customer journey start and end from customer's perspective?
* What does the customer expect that should or could happen?
* What does the customer really need from us?
* What can our company do to ensure customer's success?
* What can we do through partners?
* How technology could enable us to serve the customer better?

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 6 deepens your skills on:

How you can actually use the tool. In the previous lecture we have shown you what the tool consists of and how it should be used. In this lecture we show you hands-on through a case example how you will use the tool to create results.

Besides the practical example showing the use of the tool, you will also get ideas on what else you can include in Customer Experience Blueprint. We will deepen the insight the tool can give you in the subsequent lectures.

This lecture has been designed for your convenience so that you won't get only theoretical presentation of the tool, but you see us using it and then you can do the same for your own customers in your respective business.

Agenda for lecture 6 video:

* What else can you include in Customer Experience Blueprint?
* Case example

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 3 gives you insight on:

Customer experience is based highly based on the wants, expectations and needs of customers. Many companies mistakenly think that all these three things are the same and that costs them a lot missed business opportunities and high expenses. Educated customer strategists, such as yourself, know better.

We need to understand and leverage the differences between these three things to be able to design the customer experience blueprint to be optimal. Customer wants are something we deliver as part of the customer experience to increase customer satisfaction. Expectations we need to first meet and then to exceed. Customer needs are the cornerstones of sustainable business, where customers come back again and again to get their needs fulfilled.

Videos presented on this section will give you deeper and more profound knowledge and tools for the identifying customer wants, expectations and needs. You will find also new templates and interesting additional material from this section.

Once you are done with the videos on this section, you can apply the templates to your own business and share your findings with your colleagues, who will be impressed by your insight.

Lecture 7 focuses on:

Lecture 7 sets the foundation for understanding the differences between customer wants and needs. This information is key for your business, because it will determine how well you perform against what customers really need from your business and what are the things they want to get to be satisfied. Many businesses do not understand the distinction between these two things and therefore struggle with customer experiences. We don't want that to happen for your business, so watch this lecture and speak like a pro about the differences between customer wants and needs.

Agenda for lecture 7:

* What customers want?
* Customer wants versus needs - what's the difference?
* Customer needs are not understood well
* Customer Experience Blueprint will define the focus on what your business should do
* Do not mix different customer focus perspectives up

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 8 gives you:

This lecture is a hands-on video and tool for identifying and evaluating most important customer wants. This lecture will show you how you can list the customer wants as well as identify them via a customer journey mapping technique.

After this lecture you are able to make a simple customer journey map and identify the 'wants' customers have through out that journey. You can then feed this information back to your Customer Experience Blueprint and design even more in-depth customer strategy.

Agenda for lecture 8:

* What does the customer want as part of the end-to-end journey?
* Identifying customer wants through customer journey technique
* Listing customer wants
* Mapping major customer journey steps
* Mapping key customer wants for each customer journey step
* Airline case example
* Next steps forward

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 9 focuses on customer needs:

Lecture 9 discusses customer needs in more details especially in relation to customer wants and why needs are more important. These are important insights that will deepen your skills and perspective on how to apply the 'customer needs' technique as part of Customer Experience Blueprint. These insights will make you very knowleadgable on details of customer experiences.

Agenda for lecture 9:

* Why customer needs are important?
* Customer needs flowchart
* How to fulfil customer needs?
* Customer needs vs. wants - The comparison
* Sufficiently defining customer needs and wants

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 10 gives you insights on:

This lecture will show you how you can meet enough customer needs to make your business excel. We will also discuss what does the customer really need from us in more detail and then applying a customer needs list -template on a hotel case example.

You will receive practical hands-on guidance and templates that you can apply to your own business. With this template you can list the customer needs related to your own Customer Experience Blueprint, this deepening the insight it can give to you.

Agenda for lecture 10:

* Meet enough customer needs to excel
* What does the customer really need from us?
* Customer needs list -template
* Case example: hotel
* Next steps forward

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 11 includes:

This lecture will guide you in to the world of customer expectations. We will discuss why are customer expectations so important for our business and what exactly are their. We will also go through seven different types of customer expectations that you may identify in your own business. This lecture prepares you for the next one, where we will use this information in a practical way.

Agenda for lecture 11:

* Why customer expectations are important?
* What are customer expectations?
* Different types of customer expectations

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 12 will cover topics such as:

This lecture will give you insights on how you can manage and influence customer expectations. We will also go through a practical way of identifying customer expectations for your own business. This lecture includes also a template that you can apply for doing that. We will show you how to use that template through a real-world coffee shop case example.

After watching this lecture you are able to apply the customer expectation technique to your own business using the template provided.

Agenda for lecture 12:

* Managing customer expectations
* Examples of common customer expectations
* What does the customer expect that should or could happen?
* Customer expectations list -template
* How can you influence customer expectations?
* Case example: A coffee shop
* Next steps forward

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 4 will cover the following topics:

Customers go through huge amount of emotions along their journey. We humans are feeling beings and that is why it is difficult to understand why emotions have been shut out from the business world in such an extend. Or at least most companies don’t talk about it enough.

Think about your this week. What has been the most significant customer experience for you in the last 7 days? Can you recall it? Now, think about all the emotions that you went through (both positive and negative) through out that journey. More than half of a typical customer journey is emotional, so I am sure you had many emotions also. Those emotions need to be understood in customer journey to leverage maximum effect of any customer experience.

Your customers will go through emotions when they use your services or products. For us to have a world-class customer experience, those emotions have to be understood and purposefully managed to create the best possible advantage. This section will give you the training videos and tools to succeed in that.

Lecture 13 discusses:

This lecture will make you the expert on leveraging customer emotions as part of the customer experience blueprint. It is one thing to have customer strategy and completely another to have an emotional customer experience. The biggest effect to your business results will come from understanding those emotions. This lecture focuses on why emotions are so important and how they effect the customer journey.

Agenda for lecture 13:

* Introduction
* Why do customer emotions matter?
* What is the effect of emotions to buying decisions?
* How emotions guide customer expectations, wants and needs?
* Conscious versus subconscious emotions

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 14 includes:

This lecture gives you deep insight on how emotions and brains are linked together so that they affect how customers perceive the journeys they are on. This may sound theoretical, but actually it is highly practical for maximising the value of customer experiences your business provides. You will receive hands-on lists and ideas on how you can separate the value creating and destroying emotions and control them as part of your customer experience blueprint.

Agenda for lecture 14:

* What are customer emotions?
* What is the connection between customer's emotions and brain?
* How emotions affect a customer journey?
* Identifying value destroying and creating emotions
* Understanding customer attitudes

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 15 discusses:

This lecture contains some practical tools you can implement straight away to your own business. These tools will enable you to identify and link customer emotions to their journey and make sure that you leverage the emotions in maximum way for your blueprint. Once you have finished watching this lecture, you download the attached emotions tool and start using it.

Agenda for lecture 15:

* Identifying customer emotions
* What emotional needs your customers have?
* Customer emotions -tool
* Linking customer journey to emotions
* Employee perspective on customer emotions
* Next steps forward

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 5 will give you insights on:

Customer personas bring customer alive in your company. You can use the stories of customer personas to describe your target customer groups and segments in a compelling way. Sure, you may use traditional demographics, charts and other boring ways to describe your customer, but how can you expect your employees to get excited about customers, when they come across as a such a boring topic? Many businesses have proven in practice that writing customer personas make employees more interested in customers and they have something concrete to talk about when they discuss about customer descriptions. But, why don’t you watch the training video on this section and use the template we have provided to make your own customer personas?

Lecture 16 contains:

This lecture will get you started on writing engaging customer personas, which you can use to motivate your employees to care about the customers more. As an introduction to customer personas, this lecture discusses what are customer personas and how are they useful for your purposes. Then we'll start a series of guidelines on how to write your own customer personas.

Agenda for lecture 16:

* Use customer personas to excite employees
* What are customer personas?
* How are they useful?
* What information do you need?
* Writing a customer persona - parts 1 & 2

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 17 gives you:

Lecture 17 continues from where lecture 16 was left off. This will conclude the instructions you can use to write your own customer personas. Once that is ready, we will discuss how to avoid the most common pitfalls in writing customer personas and then we'll discuss several real-world example personas.

After this lecture you will be able to write as many customer personas as you want for your own business. This lecture has a customer personas template attached to it, so you can use that as a basis for completing your own work.

Agenda for lecture 17:

* Writing customer personas - parts 3 & 4
* Avoiding pitfalls in writing customer personas
* Example customer personas
* Next steps forward to section 6

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 6 includes:

In this section we will discuss about the problems related to traditional segmenting and how using outcome based segmenting will enable you to categorize your customers in more meaningful way. Segmentation should make an attractive strategic target, which can be reached through marketing and sales efforts in such a way that desired outcomes can be measured clearly.

To be clear, if you have only one target customer group, you won’t need segmentation. Or if you have several separate customers, who are not related to each other, then segmentation might not be worth your time either. But if you have several different customers (and therefore Customer Experience Blueprints), you should segment those customers based on the outcomes they are seeking. Without further due, watch the training video and join the discussion on this page.

Lecture 18 will give you:

This lecture will show to you why traditional segmentation methods are not necessarily always the best fit in customer-centric environment. Traditional segmentation methods are based on categorizing the customers from the organisational perspective and as you sure by now are convinced of, the customer perspective is much more profitable and efficient for any business in the long-run.

Agenda for the lecture 18:

* Problems with the traditional segmentation
* Segmentation examples in consumer business
* Segmentation examples in business to business
* Segmentation considerations
* What segmentation should give

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 19 will focus on:

This lecture builds on the theory presented in the previous lecture. You will learn how to create a customer-centric segmentation model and how to utilize the segmentation workflow. Once you have completed your segmentation, then you can align those segments to your business strategy goal and this way make sure that your customer experience is aligned to customer strategy to business strategy to business processes and to information systems.

Agenda for the lecture 19 consists of:

* Outcome based segmentation
* Describing customer-centric segments
* Customer Experience Blueprint consumer segmentation case example
* Customer-centric business to business segmentation case example
* Aligning customer segments to business strategy goals
* The segmentation workflow
* Next steps forward to section 7

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 7 deepens your skills on:

You should now have a fantastic Customer Experience Blueprint on your hand if you followed all the lectures. Believe us, it is worth it! When you were doing the Customer Experience Blueprint, did you notice at some point that you were thinking that this would be nice to know from the real customers? If yes, then this lesson will give you ideas and tools on how to involve customers in creating the Customer Experience Blueprint. Start by watching the first lecture video…

Lecture 20 gives insight on:

When you should involve customers in developing the blueprint and how you can do it. This lecture discusses different methods and situations that are suitable for having the customers to join the development of customer experiences.

Agenda for the lecture 20:

* Why to involve customers in designing the blueprint?
* Why customers would participate?
* Methods for involving customers
* When are these methods suitable for your use?
* Different ways to involve customers

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 21 contains:

This lecture continues the learnings from the lecture 20. It will deepen your knowledge on how to avoid the most common mistakes, what kind of research workflow you may use and also how to document the results you will receive from involving the customers. We will also discuss through a success checklist for involving the customers.

Watching this lecture will give you the insight you need to succeed in involving the customers in blueprint design. In next four following lectures we will give you specific information on how to use each of the methods discussed in this and the previous lecture.

Agenda for the lecture 21:

* Avoid these mistakes
* Research workflow
* Documenting the results
* Success checklist for involving the customers
* Next steps

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Insights you will receive from the lecture 22:

This lecture will give you detailed information on how you can use unsolicited customer feedback to your benefit. The biggest upside of such feedback is that it comes naturally from the customers and you don't have to bother the customers to get it. Unsolicited feedback should be your first point of involving customers in blueprint design, because this way you will not create unnecessary or excess interactions with them to get information. Watch the lecture to learn more...

Agenda for lecture 22:

* Why would you use unsolicited customer feedback?
* What unsolicited should not be?
* How to collect unsolicited feedback using voice of employees, social media and search results?
* Workflow for dealing with unsolicited feedback

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 23 describes:

This lecture gives you in-depth insight on how you can use surveys as means of involving customers in developing the customer experience blueprint. The upside of using surveys is that it can be rather quick for customers to fill in and will give you greater sample size. Downside will be that you will not get as personal information as you would with some other methods presented in this section. Watch this lecture to learn more whether surveys are a suitable method for your customer information needs.

Agenda for lecture 23:

* What kind of information can you gather with surveys?
* Survey best practices
* Survey lengths and analysis methods
* Good survey questions
* Analyzing open-ended survey comments
* Categorizing customer comments
* Automating survey comment analysis
* Comparing manual and automatic approaches to customer surveys

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 24 includes:

In this lecture we will discuss how you can utilize interviews as a way to get more indepth information from the customers. This lecture will not focus in general interviewing techniques but rather to present what kind of information you might want to gather from customers to make your Customer Experience Blueprint even better.

Agenda for the lecture 24:

* What information can you gather with interviews?
* Customer's jobs to be done
* Outcomes to be achieved
* Constraints to be removed
* Nature of interviews
* Example product interview questions

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Lecture 25 expands your views on:

This lecture is the "Rolls Royce" of involving customers in developing the Customer Experience Blueprint. As you can guess, this is the most useful way to gather information and gives you the richest insight, but at the same time it is also the most expensive research method presented in this section. In this lecture we will show you practical examples on how to observe customers in their natural working environment and how you can do (legal & ethical) experiments with your customers.

Agenda for the lecture 25 consists of:

* Why would you do field trips?
* How to do them?
* Observing the customers in their natural environment
* What kind of things you can observe?
* Examples of observations
* Experimentation with customers
* Example online customer field trip (DIY version)
* Success checklist for ethnographic field trips

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Section 8 Introduction:

Congratulations on making so far with the Customer Experience Blueprint Udemy training program. We are really proud of you! Since you have followed the process all the way here, it is time to move from designing to action. The information you have gathered so far is vastly useful as such already when you put it in action in your business, that is when the results really start to pour in.

The lectures in this section will briefly discuss on different ways you can start using the Customer Experience Blueprint in an actionable and practical way. Remember that the benefits you will receive will be the rewards from the work you have done so far combined with tangible actions. Any plan is as good as its implementation, so that is why you “need to take the bull from the horns” and start rocking with spectacular customer experiences!

Lecture 26 contains:

Here is the final and complete version of Customer Experience Blueprint for you to use! You have done a huge job to get this far and we want to make it as easy and and enjoyable as possible for you to create new Customer Experience Blueprints in the future. For that reason we have included a template in this lecture for you to use and a video which will explain the whole template through.

Get cracking and create your own blueprints today!

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

It is time to take action with your fresh Customer Experience Blueprints!

You can use the complete template for Customer Experience Blueprint presented in the previous lecture for your future customer strategy design needs. Remember that you can always ask for help and share your experiences using the comment boxes on all these pages. Our experts read and reply to messages personally for your benefit. Also, help out peers on this online program also, because the more we get different perspectives, more everyone will learn.

We know that we are repeating ourselves, but this is so crucial. You have to first design the Customer Experience Blueprints and then put them in practical use. If you don’t do one or the other, the results you will get won’t be maximal. Taking action without planning may lead to wrong direction and planning without taking action is effectively useless.

To take action you don’t have to necessarily be the CEO or Board Director of your company. Great if you are! But you can always start where you are and show your expertise around your peers in your company. Our own experience has shown that you can influence the company strategy even from the “lowest” levels of hierarchy and the top management will listen to you when you have something to say that is valuable for them. And that is one of the many ways you can use your new skills on Customer Experience Blueprint. If you already are the top management of your company, then more the better for you. Do the designs together with your employees to make sure they are on board and to minimise the change resistance. This process has been designed so that everyone wants to take action to make things better instead of “fighting against windmills”.

Let's do this!

Please notice that all the mentioned materials are available in the Udemy course under the "Downloadable materials". Due to server crash, the materials are not anymore downloadable from the addvalueto.me website mentioned in the videos, please use Udemy to access the same materials. Sorry, for the inconvenience.

Instructions on how to download the course support materials.

In today's rapidly evolving business landscape, providing exceptional customer experience has become more crucial than ever. This lesson will explore the most significant Customer Experience (CX) trends shaping the industry and how businesses can leverage these trends to drive growth, improve customer satisfaction, and gain a competitive edge.

As we embark on this journey, remember that the world of CX is dynamic and ever-changing. The strategies we'll discuss are based on current trends and insights, but the key to success lies in continuously adapting and innovating to meet your customers' evolving needs.

Marry Your Customers!: Customer Experience Management in Telecommunications

Telecommunication service providers have traditionally competed with technology. While technological advancement will remain highly relevant for the industry, the competitive front line has shifted towards customer value and experiences. This 'Marry Your Customers!' book gives customer relationship counseling on:

• revealing the naked truth - that customer experiences directly impact the bottom line for telcos;

• using a practical customer experience management framework tried for better and for worse, and

• how to use technology to increase customer value and to ensure long-term relationships.

The Customer Experience Counselor, Dr. Janne Ohtonen, has delivered various challenging customer experience transformation programs over the past two decades in the telecommunications, travel, and retail sectors. Several of these programs included double-digit business performance enhancement. He and other telco leaders now share with you the insights and undisclosed strategic approaches successfully used by various telecommunication and other organizations worldwide today.

Are you ready to revolutionize your business growth strategy? In this eye-opening video, we delve into the power of Customer-Led Growth—a transformative approach that's helping businesses like yours double their revenue without extra marketing spend. Learn the step-by-step methods to engage your customers, implement effective feedback loops, and personalize experiences to turn your customers into your most potent advocates.

Discover real-world examples, including how EcoGoods boosted their sales by 35% in just one year by shifting to a customer-centric model. Don't miss out on these actionable insights that can set your business apart from the competition.