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Sector-specific

The Principle of CX (Customer Experience)

Programme 35 hours

Introduction

The Customer Experience (CX) It has established itself as a distinguishing factor, as it has now been completely transformed the way in which consumers interact with brands. Now, more than ever, consumers are not just looking to buy products or services; they are seeking memorable and meaningful experiences.

CX has established itself as the cornerstone of successful business strategies. It is no longer simply a matter of offering a high-quality product; it is about offering a full experience which translates into loyalty, recommendations and a long-lasting connection with the brand. In this formation of The Principle of CX (Customer Experience), it explores in depth how digital transformation has shaped this new paradigm.

Objectives

  • To analyse the digital transformation and its impact on the customer experience.

  • Break down the stages of the customer journey to optimise customer-brand interaction.

  • Apply techniques for the precise creation of Buyer Personas and mapping of touchpoints.

  • Design and implement digital strategies in line with the stages of business transformation.

  • Apply disruptive approaches such as Lean Startup and Growth Hacking in digital strategies.

  • Use advanced tools and techniques for Design Thinking for innovation in customer experiences.

  • Integrate the omnichannel approach and collaboration on the development of product offerings and brand communication.

Table of Contents

TEACHING UNIT 1. THE NEW DIGITAL CUSTOMER
1. Transformation of the digital environment
2. A new generation of consumers
3. Digital trends (omnichannel, information overload, immersive experiences, etc.)
TEACHING UNIT 2. CUSTOMER EXPERIENCE ASSESSMENT
1. Introduction to the customer journey
2. Stages of the customer experience
3. Suggestions for improvement
4. Tools for creating a customer journey
5. Trends
6. Introduction to the Buyer Persona
7. How to create your buyer persona
8. Tools
9. Analysis and mapping of touchpoints
10. Identifying the MOTs (Moments of Truth)
TEACHING UNIT 3. DESIGNING A DIGITAL STRATEGY
1. Global digital transformation strategies, by phase and function, spin-off
2. Business-to-consumer and business-to-client: collaborative development of offerings, collaborative brand communication, collaborative innovation, social media…
3. Working Model in a digital environment
4. Approaches: Mobile-first, Lean Startup, Growth Hacking
TEACHING UNIT 4. DESIGN AND INNOVATION IN CUSTOMER EXPERIENCES
1. The concept, areas of application and potential benefits of Design Thinking
2. Tools for generating and combining ideas
3. Design Thinking Methodology (I) (Stakeholder Map, Cognitive Immersion, Constructive Interaction, Mind Map, Mood Board, Covert Observation, Interviews, SCAMPER, Empathic Visualisation…)
4. Design Thinking Methodology (II): Card sorting, prototypes, offering maps, re-engagement activities, brainstorming, storytelling, brainwriting, etc.
5. Design Thinking Methodology (III): Motivation Matrix, Role Play, Storyboard, etc.)

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