Customer Experience Master Practitioner Programme

A 10 Day Programme to enable delegates to become highly skilled practitioners in the use of the tools and techniques of Customer Experience Management.

Programme Overview

This programme will immerse delegates in the subjects of Service Excellence and Customer Experience Management in order to equip them with highly focussed ‘service goggles’ that will enable them to recognise service failings and opportunities that most others miss or overlook. It will provide them with the knowledge, skills and confidence to change things in their own organisations in ways that will make worthwhile business difference; the kind of differences that can create sustainable competitive advantage, substantially increased customer loyalty and improvements in both the top and bottom line results.

The programme is highly practical throughout and involves ‘live’ projects, relevant case studies, guest academic and practitioner visits, video clips and interviews and numerous tested and proven tools and techniques. It also contains references to all the theory and academic research necessary to validate the recommended practices.
The people who will benefit most from this programme are business owners and leaders and people with responsibility for influencing, implementing or changing the level or style of service delivery in any type of organisation.

By the end of the programme delegates will have a clear and thorough understanding of the subject of Customer Experience Management. They will know how to measure and analyse any service offering and then how to simply and practically turn it into a series of planned, positive, loyalty building and value enhancing customer experiences. They will also know how make their colleagues interested and engaged in the subject so that they too want to play their part in designing and delivering ever improving levels of customer service.

Introduction – 2 Days

During this introductory workshop the delegates will gain a detailed overview of the key subjects and knowledge of how the tools and techniques to be learned during the programme may be used to create worthwhile results. They will also learn from case study examples and visiting practitioners. They will then be able to select suitable projects they will work on, in their own organisations, throughout the whole programme.

Analysis Tools and Techniques – 2 Days

Experience Clue Analysis – ½ Day

- This section will be spent learning about experience clues analysis and how these clues are combined to influence a customer’s future behaviour. The key topics will include:

Worse – Expected – Better Analysis
Importance – Performance Analysis
Do – Feel – Do Analysis

Experience Profiling – ½ Day

- This section will focus on the 3 key types of experience clues and how they are recognised. The key clues are:

Standard Clues
Sensory Clues
Subtle Clues

Financial Analysis – ½ Day

– It’s not uncommon to be asked to ‘cost-justify’ any investment in service improvement. This section will detail various ways this may be done. The main topics will be:

Poor /High Service Cost/Value Analysis
Potential Lifetime Value Analysis
Fixed/Shifting Loyalty Value Analysis

Culture Analysis - ½ Day

- Internal culture has a direct influence on external service. It helps to conduct audits to investigate the existing culture and whether it is likely to encourage or inhibit service excellence. This section will suggest a variety of ways this may be done. The main topics will include:

Culture Audits
Leadership Behaviour Audits
IQ/EQ Audits

Experience Spotting Safari – 1 Day

This practical element involves a visit to a major UIK Retail Centre to spend a day spotting, investigating and analysing the clues that different traders knowingly and unknowingly transmit. Having spent the morning looking for the clues in a variety of traders the afternoon will be spent analysing and discussing the findings.

Planning Tools and Techniques – 2 Days

Experience Envisioning – ½ Day

– This section explores various ways to engage with colleagues to get them involved in the creation of a clear view of the ideal future service. The key techniques explained will include:

Employee focus – Perfect day
Customer focus – Perfect service
Crafting a Vivid Description
Creating the WOW factor

Experience Mapping – 1 Day

Mapping the customers experience journey is a key tool that is used to manage experiences. This day will explain how this is done with examples of different techniques and case studies from a variety of businesses. The main topics will be:

End to end experience journey mapping
Before – During – After experience planning
First – Top – Tail experience planning
Habit forming techniques

Right People/Focus/Behaviours - ½ Day

– It is impossible to deliver service excellence if you do not have the right people in the right jobs doing the right things. This section will therefore focus on how to select the right people for service and then what the right things are that they should be doing. The main topics will be –

Selecting the right people for service
Focussing on the right goals
Developing the right behaviours

Programme Execution Tools and Techniques – 1 Day

The way any service excellence programme or project is launched and managed has a major impact on its overall success. The best ways to do this will therefore be considered during this day. The main topics will be:

Launch tools and techniques
Communication tools and techniques
Change planning and implementation tools and techniques

Programme Monitoring Tools and Techniques – 1 Day

In order to maintain the focus on things that matter it’s vital to ensure that adequate and accurate means of measuring progress are in place. There are many ways this may be done. The best ones will be outlined during this day with case studies where appropriate. The main topics will be:

Experience Measurement Tools and Techniques
Progress and Pace Measurement Tools and Techniques
Using Technology to Create and Support the Monitoring and Reporting

Programme Close Event – 1 Day

This is the final gathering of all the delegates. During the day we will -
Reflect on what has been learned
Share interesting experiences from the programme
Review any topics that need more coverage
Look into the results from any projects undertaken

Cost and terms

This workshop is typically run over 10 days, final charges subject to the degree of tailoring required.

What next?

If you have people that would benefit from running a workshop for your business or attending one of our workshops please telephone Tel: +44-1483 549027 (GMT) to reserve your place(s).

Designed and led by: Chris Daffy from: The Academy of Service Excellence

Services