Customer Experience Management Blueprint
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Customer Experience Management brings real business results through optimizing customer interactions in order to maximize the customer lifetime value. It’s used for example by Apple, Amazon and Google (we advice some of them also). A competitive advantage no longer comes from superior products or services only, it comes from personalized experiences: Customers want to get what they want, where they want and when they want with a smile.
Many businesses are struggling with this change ripping through the business world, because of old industrial-age mindsets. The first step to managing your customer experiences is to understand your customer at a deeper level. For this purpose we created Customer Experience Blueprint.
This course allows you to create a systematic and profound analysis of your customers, their expectations and psychological needs so you can boost revenue, decrease costs and improve customer service. This customer experience management course contains powerful tools, techniques and teachings to deepen your knowledge with customer emotions and other relevant aspects.
To simplify the course even further templates and videos are provided that guide you every step of the way, saving you time and energy when putting together your customer experience strategies.
After creating your first Customer Experience Blueprint with the help of the material this course provides, you will have a solid map to constantly improve your business results. This makes you a highly valuable member of your team and company.
Join the course and start creating you own customer experience strategies TODAY!
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|Section 1: Why Customer Experience Blueprint Is Key To your Business Success?|
Section 1 is designed to give you two very important things:
First, the understanding of why Customer Experience Blueprint is crucial for your business success. Understanding this first point will give you new perspective that will separate you from the other people in your company.
Secondly, we will show you what Customer Experience Blueprint is and how to use it 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 1 gives you insight on:
Why customer experience blueprint is crucial for your business and what are the main problems companies are struggling with regarding customer experience. The lecture also discusses average company lifespan and delivery gap between the perceived and imagined customer experiences delivered by companies. Another important thing discussed in this lesson is how companies need to change their current mindsets to customer-age mindset to get significantly higher business results than currently.
This lecture combines scientific research information with practical life in a meaningful way. You can use this information to persuade other people in your company to acknowledge the importance of customer experiences for business.
Agenda for lecture 1:
Lecture 2 focuses on:
What are the benefits customer experience management can bring for you through implementing the Customer Experience Blueprint. We will discuss these benefits both based on scientific findings and practical case studies.
After this lecture you will be able to discuss with others how focusing on customer experience will bring tangible business results for your business in the form of reduced costs, increased revenues, improved customer service and performing better than your competition.
Lecture 2 Agenda:
* What are the business benefits of focusing on customer experiences
Lecture 3 focuses on:
This lecture gives you the basic knowledge on Customer Experience Blueprint. It prepares you for using the tool we will present to you in the next lectures. You can take this information and apply it to your own business immediately finishing watching these lectures.
The concept of Customer Experience Blueprint will be gone through from very practical perspective through case studies both from private and public sectors. We will also discuss who are your customers and why. That is very important information for your business, so that the efforts of business operations are directed to right address.
Agenda for lecture 3:
* What is Customer Experience Blueprint?
Lecture 4 gives you insight on:
Lecture 4 is the final part of the introduction to Customer Experience Blueprint. The next section will focus on the practical implementation of the tool, but before we get there, this lecture gives you more tools on having discussions with others and understanding deeper why Customer Experience Blueprint really can help your business.
You will be presented very useful statistics and facts about customers and also two case studies from private sectors including Amazon and Office Depot, which are leading companies in customer experience. You can use this information in internal selling of customer centricity to other people in your organisation.
Agenda for lecture 4:
* Statistics about customers
|Quiz 1||10 questions|
This quiz will help you to memorize and understand the key aspects related to importance of customer experience. By completing this quiz you can be equipped ready for discussions with your colleagues on why exactly customer experience should be a key focus for your business.
|Section 2: How to Create a Customer Experience 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
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?
|Quiz 2||8 questions|
This quiz is a memory refresher on the instructions shared on how to create a Customer Experience Blueprint.
|Section 3: Understanding Customer Wants & Needs & Expectations|
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?
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?
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?
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
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?
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
|Quiz 3||10 questions|
This quiz will test your knowledge on understanding customer wants, needs and expectations. The questions are based on all the lectures in this section.
|Section 4: Leveraging Customer Attitudes & Emotions & Psychology|
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:
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?
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
|Quiz 4||10 questions|
This quiz is based on the lectures 13,14 and 15. We'll have some fun quiz questions on the effects of customer emotions.
|Section 5: Writing customer personas to engage employees|
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
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
|Quiz 5||5 questions|
Customer personas are a way to engage employees on caring about customers. This quiz will test your knowledge on writing customer personas based on the material presented in the section 5.
|Section 6: Using Outcome Based Segmentation|
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
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
|Quiz 6||8 questions|
This gives you quiz questions on segmenting (or categorizing) customers based on the outcomes they seek from your business.
|Section 7: Involving customers in Customer Experience Blueprint Design|
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?
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
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?
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?
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?
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?
|Quiz 7||10 questions|
It's only logical to involve customers in developing the experiences your business provides for them, true or false? Test your knowledge with this section 7 quiz!
|Section 8: Take Action with Customer Experience Blueprint|
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!
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!
|Quiz 8||5 questions|
This is the final moment! You can completed successfully 8 sections and 27 lectures which is commendable as itself already. Now it is time for testing your knowledge on the whole Customer Experience Blueprint. Are you ready? You'll get a certificate of completion once your are done with this online Udemy course!
I'm Janne Ohtonen and I work as a training expert on customer-centric business process management and customer experience. I work for AddValueTo.Me, which is a Personal Growth Portal sharing information on customer centric and leadership related topics. We aim to give you the best possible online training here in Udemy with 100% money back guarantee.
Highly trained teacher
I am a certified expert, who has tens of certifications (for example Certified Process Master, Certified Coach, Prince2, etc.). I have a Master's degree on information systems and soon a doctorate on business process and customer experience management. I have been over 25 years a student myself, so I understand your needs for learning well.
I coach companies and C-level people around the world. I teach thousands of C-level people on customer experience every year. On top of this, I consult world's leading experts on customer experiences and business process management. My clients have been for example: Apple, Aviva, Bristol Myers Squibb, Chep, DST Systems, Fiat, Fidelity, Hymans Robertson, Intarcia, Sita, ING, Metro Bank, UK Broadband, BT Business, TeliaSonera, etc.
Results my clients have received
My clients have received impressive results. I have helped a telecommunications company to save over 1million in costs, retail company to increase their profit 600k and world-class enterprises to improve their customer loyalty by double digits. And all this has happened within months since starting. I will teach you these secrets in the Udemy courses I offer here.
How I can add value to you?
My experience and education is suitable for helping companies from any industry to learn more about customer experiences and business processes. I do training, mentoring, consulting and coaching. Please, contact me for more information. And join my courses here on Udemy today! You'll love 'em!