The British Academy for Training and Development offers this training program in Customer Experience Management, which aims to equip participants with systematic foundations and advanced skills to manage customer experience in a comprehensive and effective manner. In today’s rapidly changing and highly competitive business environment, product or service quality alone is no longer sufficient to retain customers. Instead, customer experience at every touchpoint with the organization has become a decisive factor in building loyalty and achieving sustainable growth.

This program focuses on developing a strategic vision that places the customer at the heart of organizational processes, through an in-depth understanding of the customer journey, analysis of touchpoints, and the design of exceptional experiences that meet market needs and expectations. The program also covers practical tools and modern digital technologies that enhance the organization’s ability to deliver consistent and personalized experiences at every stage of the customer relationship.

This training prepares participants to play a pivotal role in transforming organizational culture into one that prioritizes excellence in every interaction, supporting strategies for expansion and innovation.

Who Should Attend?

• Customer service managers and officers.

• Marketing and public relations staff.

• Employees in quality departments and institutional performance development.

• Business owners and entrepreneurs seeking to improve their customer experience.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand the fundamental concepts of customer experience and its importance in organizational success.

• Identify customer experience measurement tools and interpret results effectively.

• Design integrated strategies to enhance customer experience at various stages.

• Develop skills to analyze the customer journey and identify improvement opportunities.

• Link customer experience to key performance indicators to achieve organizational excellence.

• Customer Experience Concept

  • Definition of customer experience and its relation to customer service

  • Difference between customer satisfaction and customer experience

  • Transition from customer service to experience management

• Importance of Customer Experience in the Modern Market

  • Impact of customer experience on loyalty and engagement

  • Relationship between customer experience and financial performance

  • Role of experience in brand differentiation

• Elements of Customer Experience

  • Key customer interaction touchpoints

  • Emotional and cognitive aspects of the experience

  • Overall impression and its influence on customer decisions

• Customer Journey Analysis

  • Steps in mapping the customer journey

  • Identifying available interaction channels

  • Determining pre-service, service, and post-service stages

• Critical Touchpoints

  • Defining critical points in customer experience

  • Human vs. digital interaction

  • Impact of touchpoints on customer satisfaction

• Customer Expectations

  • Understanding behavior and expectations of the target audience

  • How to manage customer expectations effectively

  • Tools used to measure customer expectations

• Key Performance Indicators

  • Net Promoter Score (NPS)

  • Customer Satisfaction Score (CSAT)

  • Customer Effort Score (CES)

• Data and Feedback Analysis

  • Collecting data from multiple sources

  • Using qualitative and quantitative analysis techniques

  • Interpreting survey and interview results

• Feedback and Continuous Improvement

  • Creating effective mechanisms to collect feedback

  • Categorizing and analyzing recurring issues

  • Integrating feedback into development plans

• Strategic Customer Experience Design

  • Building a consistent experience across channels

  • Aligning organizational vision with customer experience

  • Setting priorities based on institutional goals

• Service Design Around Customer Needs

  • Applying design thinking methodology

  • Developing and testing prototypes

  • Understanding explicit and hidden customer needs

• Innovation in Customer Experience

  • Integrating technology to enhance experience

  • Using artificial intelligence in interactions

  • Personalization and added value

• Embedding a Customer-First Culture

  • Engaging employees in adopting customer-centric practices

  • Creating an internal environment that supports excellence

  • Interaction between organizational culture and customer experience

• Leadership’s Role in Enhancing Experience

  • Leading transformation toward superior experience

  • Defining a clear vision for customer experience

  • Empowering teams and providing necessary resources

• Building an Effective Customer Experience Team

  • Structuring teams and defining roles

  • Essential skills the team must possess

  • Effective communication across departments

• Customer Experience Management Systems (CEM)

  • Concept and essential functions

  • Integration with CRM systems

  • Data analytics within the system

• Digital Transformation in Customer Experience

  • Role of digital channels in enhancing interactions

  • Real-time engagement and automated responses

  • Importance of omnichannel presence

• Big Data Analysis

  • Using data to understand customer behavior

  • Predicting future needs

  • Linking data to personalized experiences

• Sustainability Strategies

  • Building repeatable and measurable experiences

  • Developing long-term action plans

  • Monitoring performance regularly

• Continuous Improvement and Experience Renewal

  • Avoiding repetition and routine in interactions

  • Leveraging feedback for innovation

  • Adopting flexible and scalable mechanisms

• Managing Challenges and Risks

  • Handling customer complaints effectively

  • Managing crises that impact the experience

  • Adapting to fast-changing environments

• Turning Experience into Added Value

  • Designing offerings focused on experience

  • Differentiating the brand through positive interaction

  • Building trust through unique experiences

• Measuring Organizational Impact

  • Linking customer experience to financial outcomes

  • Using performance metrics to evaluate success

  • Analyzing customer experience return on investment

• Cross-Department Integration for Customer Service

  • Removing internal barriers

  • Enhancing coordination between marketing and support teams

  • Developing unified policies for a seamless experience