Customer Experience Management (CX): MASTERCLASS 2026

Discover how Publix delivers exceptional customer experiences with a people-first, employee-owned model and strong community relations. Empower teams, engage communities, and adapt to change to sustain customer loyalty.

Discover how Publix centers customer experience on its mission and employee ownership. Learn how 1,375 stores and 255,000 associates deliver Forbes recognized service with community support.

Explore how covid-19, AI, rapid tech advances, and digital transformation reshape business and demand flexible, updated content while retaining prior lectures and reordering topics to build a comprehensive, fundamental knowledge.

Assign an executive level customer experience leader to orchestrate strategy and assemble a cross-functional dream team. Design value propositions, deliver customer value, and develop capabilities.

Prioritize the customer as your number one focus and drive improvements to products, processes, and people to deliver superior customer experience in a customer centric marketplace.

redefine mission and vision to realign purpose and goals, laying a stronger foundation for customer experience strategy; achieve executive and organizational alignment to unify stakeholders around a shared mission.

Set clear business goals using the smart criteria to anchor data analysis and guide decision making. Pursue goals like increasing customer satisfaction, acquisition, retention, and average order value.

Measure customer experience across all touch points along the journey using a scorecard to identify moments of truth and align KPIs, metrics, and channels for improvement.

Develop detailed customer personas through diverse research, gather feedback via questionnaires, interviews, surveys, diary studies, and analytics, identify a primary persona, and describe its characteristics to inform CX journeys.

Map the end-to-end customer journey with a persona, identify pain points, validate with quantitative and qualitative data, and apply the five whys to reveal root causes.

Map a simple four-stage action customer journey for the John Ellis persona, from pen not working to using the pen, highlighting stages, channels, touch points, thinking, feeling, and opportunities.

Engage with real world customer experience challenges through practical activities that build decision making, scenario analysis, and problem solving, with feedback to strengthen customer-centric strategies and loyalty.

Explore how Costco builds loyalty through a unique membership model, competitive pricing, and employee-centric practices that elevate the customer experience across its efficient warehouse design.

Explore Costco's integrated business model, linking its mission, ethics, and operating philosophy to deliver quality goods at the lowest prices and pass savings to members.

Costco commits to a promise of low prices, driven by economies of scale, bulk buying, and strong supplier relationships. Data-driven pricing sustains price competitiveness and boosts customer loyalty.

Costco proves its promise to take care of employees through comprehensive compensation, health care, paid time off, internal promotion, and a supportive, employee-focused culture.

Costco commits to high quality products, delivering exceptional value through a curated 4,000-SKU selection chosen for quality, price, brand, and features, with rigorous testing, direct sourcing, and stringent standards.

Explore Costco's membership model that elevates customer experience through exclusive privileges, tailored offerings, and a sense of belonging that drives loyalty and spending.

Explore how limited product selection creates urgency and quick decisions, using Costco as an example to spark excitement, drive purchases, and boost customer satisfaction.

discover costco's innovative, mission-driven blueprint that builds customer and employee value through a membership model, steady growth, curated high-quality items, bulk merchandising, and streamlined operations.

Explore how Costco carefully maintains competitive advantage through selective membership, supplier relationships, and in-store focus, while investing in employee culture and logistics to boost loyalty, value, and profits.

Explore how Costco cultivates a devoted following through cost leadership, a cohesive strategic vision, and a member-centric, community-focused culture that defines the Costco experience.

Costco earns deep customer loyalty by delivering value through high quality goods at affordable prices and a generous, hassle-free return policy that empowers members and prioritizes satisfaction.

Target customers value buying in bulk, seek deals, and maintain an annual membership for warehouse access, including families, small business owners, and affluent shoppers.

Identify and describe Costco's diverse customer personas, from affluent suburban homeowners to health-conscious shoppers and small business owners, highlighting bulk purchases and value.

Craft customer personas for Costco by detailing Sarah Thompson, an affluent suburban homeowner who buys bulk organic foods and premium items, leveraging executive membership for savings and convenience.

Meet an Asian American Costco shopper who buys bulk groceries and essentials for a multigenerational family, prioritizing time efficiency, cultural tastes, variety, and executive membership savings.

Create a customer persona of a small cafe owner prioritizing cost effectiveness and bulk purchasing. Show how bulk supplies, Costco business services, and planned shopping boost operational efficiency and budgeting.

Meet Emily Johnson, a 34-year-old health-conscious yoga instructor in Boulder who prioritizes organic, wellness-focused living and shops at Costco to support her family’s balanced lifestyle.