Customer Experience Management
Designing, measuring and leading the complete customer experience as a deliberate organisational discipline, from strategy and journey insight through to a customer-centric culture.
5 Days
Programme overview
Customer experience is rarely the product of a single decision. It is the cumulative effect of many separate interactions, across marketing, sales, delivery, support and every digital and human touchpoint in between, most of which are designed and owned by different parts of the organisation, often without reference to one another. Left unmanaged, that fragmentation is what customers actually experience: a brand that feels coherent in its marketing and disjointed in practice.
Customer Experience Management addresses this as a strategic and organisational discipline rather than a service-desk responsibility. The programme moves from customer experience strategy and insight, through journey mapping and experience design, to measurement, improvement and the cross-functional culture required to sustain it, giving participants a structured way to design, govern and continuously improve the experience an organisation actually delivers.
Why this programme matters
Customers increasingly choose, stay with and recommend organisations based on the experience of dealing with them, not only the product or price on offer, and that experience is judged at the level of individual moments, not overall intent. An organisation that manages customer experience deliberately, with clear ownership, real customer insight and a way of measuring what is actually happening at each touchpoint, builds a durable advantage that is far harder for competitors to copy than a price or a feature. One that leaves it to chance is exposed at exactly the moments that matter most to the customer.
Learning objectives
- Explain the principles of a deliberate customer experience strategy and connect it to overall business strategy.
- Apply customer insight and journey mapping to understand the end-to-end customer journey.
- Identify touchpoints and the moments that matter most in shaping customer perception.
- Apply experience design principles across service ecosystems, including digital channels.
- Design and interpret customer feedback and CX measurement systems.
- Use CX performance measurement to drive continuous experience improvement.
- Build a customer-centric culture and lead cross-functional ownership of the customer experience.
Key programme highlights
- Customer experience strategy and its link to overall business strategy
- Customer insight and journey mapping technique
- Identifying touchpoints and the 'moments that matter' most to customers
- Experience design principles across products, services and digital channels
- Customer feedback systems and CX measurement
- Building customer satisfaction, loyalty and retention
- Leading a customer-centric organisational culture
- Cross-functional ownership and governance of the customer experience
Training methodology
The programme combines facilitator-led instruction with customer journey mapping exercises, case-based analysis of real experience-design decisions, and workshop-based development of a CX measurement and improvement framework participants can adapt to their own organisation.
Who should attend
- Customer Experience Leaders and Managers
- Senior Executives responsible for customer strategy
- Marketing Professionals
- Service Leaders and Directors
- Cross-functional Managers involved in customer-facing decisions
- Professionals moving into customer experience leadership roles
Organisational impact
- A shared customer experience strategy connecting functions that previously worked in isolation
- Improved customer insight feeding directly into decision-making
- Better-designed customer journeys with less friction at critical touchpoints
- Measurable improvement in customer satisfaction, loyalty and retention
- Stronger cross-functional collaboration and clearer ownership of the customer experience
- A more customer-centric culture embedded across the organisation
Personal impact
- Practical skill in customer journey mapping and experience design
- Confidence identifying and prioritising the touchpoints that matter most
- Improved ability to build and defend a customer experience improvement case
- Stronger capability designing and interpreting CX measurement systems
- Leadership capability to drive customer-centric change across functions
Course outline
Considering this for your organisation?
Talk to our corporate learning team about delivering this programme, or a bespoke variant of it, for your team.