Customer experience is the new competitive battleground – enroll now for our next 2-day Customer Experience Leadership course and learn how to unlock experience as an enabler of success and increased profits in your business. This course has been presented as an elective on the University of Stellenbosch Business School (USB) MBA programme. The facilitator, Dr. Kosie de Villiers was one of the first educators in South Africa who realized the importance of customer experience, and has been refining this course since presenting the first customer experience training at USB in 2010.
The aim of this program, is to equip participants with the most relevant academic insights and best practice skills to not only design deliberate new value adding customer experiences, but to be able to design a customer experience program, build a business case for it in the organisation, plan the initiative, and implement it successfully. Successful implementation will result in increased customer satisfaction, customer engagement, customer loyalty and customer lifetime value for participating organisations.
“’The aim of marketing is to make selling superfluous’, the aim of experience is to make marketing superfluous” (Pine & Gilmore, 2002). This statement suggests what many companies have learnt in the past few years – that we are living in the “Age of the customer” and that customer experience is the new competitive battleground.
We are all in the customer experience business— whether you know it or not. According to Forrester Research Group: “For most companies customer experience is the single greatest predictor of whether customers will return— or defect to a competitor. Customer experience goes to the heart of everything you do— how you conduct your business, the way your people behave when they interact with customers and each other, the value you provide. You literally can’t afford to ignore it”.
Customer experience should be carefully designed and managed. Is the experience your company delivers deliberate, planned and consistent? Successful companies follow a holistic approach to achieve exceptional customer experience. The course therefore focuses on achieving customer experience excellence as a business strategy.
After completion of the course the participant will be able to:
The course is structured based on the learning outcomes, and all assessments will test the mastery of the learning outcomes listed. Course delivery will be through face-to-face engagement, video lectures, as well as through online webinars.
The course is divided into eight 2-hours sessions conducted over 2 separate days.
Session 1 – The basics of customer centric marketing and experience excellence
Session 2 – Understanding customers and their needs
Session 3 – The customer satisfaction system
Sessions 4 & 5 – Designing the new customer experience
Session 6 – Leadership and management for CX excellence
Session 7 – Internal marketing , culture and employee experience
Session 8 – Metrics, summary and conclusion
Gilmore & Pine, 2002