Create Compelling Content for Customer Experiences that Sell

How to Design and Deliver Customer Content through Experience Design, Emotion and Engagement.
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Instructed by EffectUX : Business / Strategy
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  • Lectures 27
  • Length 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2015 English

Course Description

Today, unfortunately so many potential sales are lost or existing customers abandon their providers, simply because the first impression they have – be it content, a meeting, or a presentation etc. does not resonate with them or provide them with the experience they need. They simply do not feel connected to the product, service offering, brand, or people.

The traditional marketing mix has clearly changed. The linear approach has transformed into a web of multiple channels to be navigated from awareness through to purchase in a multitude of manners. The digital and physical worlds have collided and their interaction is very important in helping you to craft experiences that matter.

In customer-facing roles, acquiring the right information and understanding of your customer, and then utilizing this knowledge to connect with them on a personalized, experiential level, is core to success. The experience you provide them with is the key to competitive advantage and will ensure that your customers want to do business with you, continue doing business with you and that will refer you to others who will then do business with you.

Gaining a meaningful understanding of your customer includes not just knowing the needs and wants that they have communicated, but also understanding their unspoken desires, problems, use cases, working environments, behaviors, mental models, value compass and how to accurately respond to their needs.

Using this course, you will be equipped with the thought-process, knowledge, and mechanisms you will need to enable you to transform your message and construct your content in a way that will truly reach and engage your customers.

The principals are based in Experience Design thinking and use the understanding of emotions to connect your solution directly to your customers needs and pain points – leaving them wanting to use your products/services. The process provided is also easily scalable, to ensure that the knowledge gained can be applied practically to your role or organization.

Upon completion participants will have the comprehension and tools required to attract and retain their customers, by providing engaging and relatable content and experiences.

Every student that takes this course will receive a Certificate of Completion.

What are the requirements?

  • You do not need to know or do anything before taking this course, just come ready to learn. You can take the course at your own pace, enabling you to pause and think through the material and its application to your work.
  • During the course we will take you through step-by-step activities to help you apply the learning immediately to your role and work effort. This will also enable you to build a foundation from which you can begin gaining value straight away and continue to build on afterwards. The activities will help you think through your customers and the content you use with them, so it may be useful to think of a customer that you are currently or planning on engaging with, that you can use as a real world scenario.
  • The worksheets are meant as tools to enable your thought journey, so feel free to print them off and write on them, or simply use them to help you think through the various components.

What am I going to get from this course?

  • Apply a 4 phase, practical approach based on Experience Design thinking to the content used in your customer engagements.
  • Repeat and scale the process, using the provided tools, as needed within your business.
  • Use digital and physical elements to enable a cohesive design for your customer facing presentations.
  • Understand the role of emotions and how to apply it to the design of your customer engagement.
  • Understand your customers, and how to use this knowledge so that you can deliver optimized and personalized experiences and increase genuine connections.
  • Understand how to match customer use cases to pain points.
  • Structure content effectively to inspire customer belief and trust in your product or services.
  • Ensure your customer content resonates through empathy.
  • Craft your brand to enable positive experiences.
  • Understand how to apply the science and psychology behind why the model works.
  • Explain your products and services in a way that engages the customer.
  • Use the activities within the course to apply the learnings to your own context immediately and to continue implementing the process easily afterwards.

Who is the target audience?

  • This course will be helpful for those that work with customers, or are in a customer orientated or customer facing role:
  • Leadership
  • Account Management
  • Product Pitching
  • Product Management
  • Marketing
  • Sales
  • Business Development
  • Customer Research
  • CX
  • Customer Service
  • Business Owners

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction
Who we are
What is Customer Engagement
Why Should you Care?
What will we Cover in this Course
Interesting Industry Data
Section 2: The Process
Characters in the Course: Meet Monica and Joe
Core Components
Process Overview
Section 3: Formation
Creating Customer Profiles
Worksheet1: Customer Profile
1 page
Creating Event Contextual Profiles
Creating Presenter Profiles
Worksheet 2: Presenter Profile
1 page
Matching your Presentation Team
Identifying Artifacts
Worksheet 3: Artifacts
1 page
Section 4: Familiarization
Formation Overview
Setting the Stage
Eliciting Emotion
Worksheet 4: Familiarization
1 page
Section 5: Association
Association Overview
Worksheet 5: Demo Delighters
1 page
Demonstrating Solving the Pain
Worksheet 6: Association
1 page
Section 6: Completion
Closing the Loop
The Science of Why this Works
Process Recap

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Instructor Biography

EffectUX :, Sarah Deane, James Mulkerin

This course has been put together by Sarah Deane and James Mulkerin, who together founded effectUX.

They have extensive knowledge leading and applying Experience Design thinking as a strategy, to design, development and deployment. Their experience ranges from start-ups to Fortune 500 companies, in a variety of industries such as tech, HR, services, sports, entertainment, retail and more.

effectUX focusses on educating, enabling and empowering individuals and businesses to practice Experience Design thinking through a range of training, workshop and consulting services. We specialize in connecting the human element, with technology and business practicality to optimize our clients Experience Ecosystems, in tangible and measurable ways.

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