Customer Experience Management Essentials

Name: Customer Experience Management Essentials
Rating: 4.1 (337 reviews)

Learn How To Measure And Improve Customer Loyalty

Created byRoel Leijten

Last updated 3/2014

English

English [Auto],

What you'll learn

Over 11 practical exercises, additional documents and quizzes!
By the end of this course, you will be able to create, measure and improve a customer journey for your brand or organization.
Upon completing all modules, you will earn a certificate of completion.

Course content

7 sections • 27 lectures • 3h 34m total length

Introduction2:53
This lecture is an introduction to the course and the instructor.
Definitions2:54
This lecture is about the definitions of Customer Experience Management.
The 4 Experience C's7:37
This lecture is about the 4 Experience C's; Confidence, Consistent, Cross-Channel, Controlled.
Introduction

Understanding Needs10:12
This lecture is about the psychological needs of your customers.
Creating Personas7:29
This lecture is about creating personas for your organization.
Touch Points11:53
This lecture is about the most important Touch Points for your customers.
The Decision Journey9:44
This lecture is about the Consumer Decision Journey from McKinsey & Company.
The Customer Journey Map14:00
This lecture is about creating the Customer Journey Map for your organization.
Building the Customer Journey

Introduction to Measurement7:18
Net Promoter Score9:38
Explore the net promoter score by asking customers the 0–10 recommendation question and classifying promoters, passives, and detractors to guide fast-cycle improvements and leadership-driven growth.
Key Driver Analysis4:29
The Apostle Model6:27
Explore the apostle model, classifying customers by loyalty and satisfaction into defectors, terrorists, mercenaries, hostages, apostles, and near apostles, with targeted retention priorities.
Employee Satisfaction6:41
Measure and manage employee engagement to boost customer satisfaction and experience using evidence-based measurements, education, and action planning. Apply key driver analysis and foster communication, culture, and health.
The Tool3:17
Explore a tool that optimizes follow-up processes, measures net promoter score and driver analysis, and delivers real-time dashboards on any device to gather feedback and boost customer and employee satisfaction.
Measurement

Customer Relevancy Model3:14
Explore the customer relevancy model and its elements: product, price, service, emotion, and experience; dominate two, differentiate one, and meet the rest, guided by key driver analysis across journey.
Peak-end Rule4:26
Apply the peak-end rule to design memorable customer experiences by creating a clear peak and a positive end, guided by Kahneman's insights and Ikea case study.
Variable Reinforcement4:12
Explore variable reinforcement as a gamification approach that rewards customers over time to boost engagement, contrasting fixed vs variable intervals and applying this to the customer journey.
Flow3:05
Your Website4:57
Improve your website as the first digital touchpoint by ensuring mobile-friendly design, clear actions, and essential information with feel-good images that reflect your values.
Email3:44
Deliver personal email communication that acts as a hospitable host, building engagement with customers through personal attention, and messages like 'we miss you' with offers to come back.
Social Media17:47
Explore how social media touchpoints shape customer experience across channels like Facebook, Twitter, LinkedIn, Instagram, and YouTube. Emphasize emotion, engagement, dialogue, and experimentation to build meaningful customer conversations.
Review Websites13:12
Discover how research websites guide the decision journey with live updates, social proof, and urgency cues that influence bookings. Use testimonials, reviews, and LinkedIn groups to build trust and engagement.
Improving Touch Points

Internal Selling15:51
Develop internal selling and employee education to persuade senior management to adopt a customer-centric organization, measuring progress by customer actions and net promoter scores.
Internal Education8:48
Empower employees through education that couples deep customer understanding, common sense, and commercial knowledge to enable decisive, customer-centric decisions at touchpoints, with grace and a culture of excellence.
Internal Selling

Case Studies21:47
Explore case studies of brands like Apple, IKEA, Virgin Atlantic, and Nespresso to analyze how integrated touch points shape the customer journey and loyalty.
The Future8:36
Explore the future of customer experience as the super consumer demands cross-channel, mobile-optimized, and personalized interactions. Blend online and physical touchpoints to create unique, value-added experiences that engage customers.
Two more things

Requirements

Basic marketing knowledge is preferred, but not required.

Description

Customer Experience Management is more than just serving your customers, knowing where they buy products or what kind of brands they like. It’s about understanding your customers so completely, that your organization can deliver optimized and personalized experiences that increase customer engagement and loyalty.

In order to gain this important insight, you will need to extract data from Touch Points and channels across your entire organization. In this course we will discuss the customer journey map, which is an incredible powerful tool to indicate and improve Touch Points.

You will learn how to measure these touch points and we discuss different models to determine the right business strategy for a customer centric organization. Al through the course you will be getting practical exercises and additional documents that you can practice immediately on your current business.
This Customer Experience course is narrated by Roel Leijten, who is an experienced consultant and entrepreneur in the world of Customer Experience Management. Roel will walk you through the essentials of Customer Experience Management from beginning to end, explaining where needed the business value of this concept in a hyper-connected global marketplace.

This is not a theoretical overview, but a hands-on approach on Customer Experience Management in order to measure and improve customer loyalty.

Who this course is for:

Marketers
Entrepreneurs
Students
New and experienced managers, who wish to broaden their management skills
Anyone interested in Customer Experience Management

Customer Experience Management Essentials

What you'll learn

Explore related topics

Course content

Introduction3 lectures • 13min

Building the Customer Journey5 lectures • 53min

Measurement6 lectures • 38min

Improvement8 lectures • 55min

Internal Selling2 lectures • 25min

Two more things2 lectures • 30min

Supplementary Material1 lecture • 1min

Requirements

Description

Who this course is for: