Customer Experience Strategy Brochure

Customer Experience Strategy Programme Creating a customer-centric organisation

How to place the customer at the heart of your business Every business wants the customer to be at the centre of their universe. However, this is easier said than done. Developing great customer experience is a challenge many organisations struggle with. Yet again and again we find it is customer experience that differentiates you from your competition. Building on Cranfield’s expertise in marketing planning and customer insight, our Customer Experience Strategy Programme gives you the skills, tools and well-tested frameworks to develop and implement a coherent customer experience strategy. This programme provides a unique opportunity to: • Understand the true nature of customer experience. • Create a process to enhance your customers’ experience. • Discover the omni-channel customer experience tools we have developed and how to use them effectively. • Improve your customer experience implementation strategy.

What you will gain from this programme:

What your organisation will gain: • New ideas for senior executives to lead a transformational change towards a customer centric organisation. • The capability to implement a customer experience strategy that applies a true outside-in perspective of management. • An improved understanding of how to create better long-term customer relationships. • Integration between the customer experience and corporate strategy.

Who is the programme for?

Senior executives who must guide their organisation to a more customer centric-future. • SME Chief Executive Officers and Managing Directors. • Customer Service Directors and Managers. • Heads of Customer Management/ Experience/ Engagement. • Customer Operations Directors and Managers. • Sales Directors and Managers. • Marketing Directors and Managers. Additionally, teams from different functions within the same organisation are encouraged to attend (max. five per organisation).

• Effective techniques to bring the voice of the customer into the heart of your organisation. • New tools for identifying value in the customer journey. • A clear methodology for improving customer centricity across multiple channels. • Skills to achieve cross-departmental commitment to the customer experience strategy. • Improved confidence for leading the customer experience strategy in your organisation. • Access to leading experts who will share insight into your own customer experience issues.

To book contact: Cranfield Executive Development team Tel: +44 (0)1234 754500 Email: execdev@cranfield.ac.uk

For more information visit: www.cranfield.ac.uk/som/ces

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www.cranfield.ac.uk/som/ces +44 (0)1234 754500 execdev@cranfield.ac.uk

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Programme content and design The Customer Experience Strategy Programme is a two-day residential event at Cranfield School of Management. It is dedicated to guiding your organisation to a more customer centric future. Taught by a faculty with extensive experience in business, you will benefit from their creative practices, diverse ideas and tried and tested methods. You will also work side-by-side with peers across a range of sectors and benefit from their experience to improve your own operations. The programme guides you through effective tools and processes to help bring your organisation closer to your customers, including unpacking the dimensions of customer value and mapping the customer journey. The goal is to help you plan and implement customer experience insight, channel management and strategies that you can share confidently with key stakeholders.

Programme details

Fees All our executive programme fees include tuition, course materials and accommodation (where applicable). For Cranfield Alumni we offer a 25% discount on the course fee, and we also offer a discount to research club members. Please ask at time of booking.

Learn to: • Identify the dimensions of customer value. • Design your customer journey. • Effectively overcome challenges you face in implementation. • Implement customer experience insight. • Productively manage multichannel customer experience strategy. • Gain senior management and key stakeholder buy-in to deliver a successful change.

See www.cranfield.ac.uk/som/ces for dates and fees.

During the programme you will: • Benefit from peer group discussions, challenges and support. • Build an industry network to support your customer experience strategy in the future.

Organisations that have already benefited from the Customer Experience Strategy Programme include:

• Allianz. • British Gypsum Ltd. • Catalyst Housing Ltd. • Ericsson Ltd. • Lloyds Banking Group Plc.

• Olympus KeyMed. • Ordnance Survey. • Royal Bank of Scotland. • Salesforce.com. • VM Ware Ltd.

Duration: Two days residential

Day one • Customer experience strategy. • Customer experience insight. • Mapping customer and supplier processes. • Re-designing processes to improve experience. • Summary.

Day two • Experience-led customer relationship management. • Managing the multichannel customer experience. • Customer experience strategy in action. • Overcoming challenges in implementation. • Next steps.

“All the elements taught and explained on the programme were valuable and relevant because it provides a holistic view of customer experience.” Comfort Armoo, Head of Customer Experience at Fidelity Bank

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Programme team

The Cranfield learning environment Whatever your executive development requirement, we will have a specialist who can help. We are a team of 50 learning professionals focused on partnering with organisations around the world to develop their leaders, managers and talented hi-potentials. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day. A home from home After a hard day’s learning, lie back and relax in one of the 186 modern en-suite bedrooms, all of which are designed to make you feel at home. The amenities include free Wi-Fi, Freeview television, a great working area with appropriate light and desk space and a music centre to help you unwind. About Cranfield Executive Development

Professor Stan Maklan Programme Director and Professor of Marketing and Technology Stan began his professional career with Unilever Canada, subsequently moving with that firm to the UK and Sweden. He then spent ten years as a management consultant with global leaders in information technology: Computer Sciences Corporation (CSC) and Sapient. He established CSC UK’s customer relationship management practice

and then moved to a role within its European consulting and global management research unit (Research Services). In that role, he started to work with Cranfield’s Centre for Strategic Marketing and Sales and completed a PhD. His PhD research explored how firms change their marketing competencies when developing direct relationships with consumers online. Stan’s research focuses upon Big Data - Marketing Analytics, Customer Relationship Management (CRM), Customer Experience (CX), Marketing Measurement and Accountability and Marketing Leadership. Collaborations with talented partners take him into the areas of ethical consumption, making sense of big data and development of B2B solutions. He is particularly interested in advancing the practice of marketing; how should firms develop the necessary capabilities to respond to changing markets and technology? His research suggests that capabilities are developed best through reflective practitioners, often by middle managers, rather than imposed top down or bought in via suppliers and consultants.

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Location

How to find us Cranfield School of Management is located about halfway between London and Birmingham, and on the outskirts of Milton Keynes. Junctions 13 and 14 of the M1 are five minutes away and Milton Keynes railway station is 20 minutes by taxi. London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections.

Northampton

Bedford

A428

• Cranfield

A1/M

A421

A5

Luton

A41

A40

M1

Oxford

A420

M25

M40

A34

Swindon

• Shrivenham

• Cambridge

M4

Bedford •

• Cranfield Heathrow London

Milton Keynes •

A436

Luton

Oxford •

Stansted

Shrivenham •

LONDON •

Swindon •

Heathrow

Gatwick

Cranfield Management Development Centre MK43 0AL, UK T: +44 (0)1234 754570 www.cranfield.ac.uk/som

@cranfieldmngmt @cranfielduni /cranfieldmanagement /CranfieldSoM

This programme is provided by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University.

Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details. Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc

Version 2 . January 2019.

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