CS11
Course Contents
Module 1- Strategies and Techniques for Customer Innovation
On Day One the course covers the new agenda for Customer Experience Professionals and introduces a number of powerful techniques
Key Topics
- Understanding the trends and new strategies that drive immediate performance impact.
- The links between customer experience and brand success or decline?
- What are the leading 1% of companies doing that the remaining 99% miss or are not even aware of?
- Outcome-based thinking: the most significant pillar in customer centricity thinking missed by most organisations.
- Identify the strategies used by the best customer-centric companies in the world. Which trends can we learn from and which should be avoided?
- Learn the principles behind the Advanced Customer Outcome Framework to create significant opportunities through customer innovation.
- Understand why traditional customer insight methods such as Voice of the Customer are now massively suboptimal.
- The advanced Customer Wants/Needs Framework – moving to outcome-driven insight. Learn how to define these in order to drive customer strategy and differentiate you from your competitors.
- New techniques that help the practitioner to identify innovation opportunity, that are quick to implement and easy enough to be usable by anybody in the organisation
Module 2 - Implementing The Strategies
On Day Two the course will focus on practical techniques to implement the strategies and drive customer loyalty.
Key Topics
- Understand why well-defined Customer Strategies aligned within the Business Strategy are critical to organisation success
- Learn where these strategies have been applied and the resulting impact on the organisation’s business performance.
- Understand the different types of customer loyalty and the importance of each of these to the organization.
- Learn the role emotional attachment plays in loyalty and learn how to build emotional attachment.
- How to build loyalty with brands where no emotional attachment is present.
- Strategies to adapt this to your own organisation.
- Real World Case Studies.
- Workshop Activities and Exercises.
Module 3 - Customer Experience Innovation Framework and Techniques
On Day Three the course covers a practical framework for CX innovation and further techniques to support it
Key Topics
- The driving fundamentals of the next practice innovation framework should contain and understand how it helps a CX function to identify opportunity where traditional innovation thinking fails
- Approaches to linking innovation to the customer strategy and structured change programmes
- Innovation – truths and myths
- Creating a methodology to build either a simple (lite) or a comprehensive (enterprise) business case which can be applied to any change programme, measuring P&L impact, ROI and KPI impact.
- New innovation techniques which assertively identify new ideas and solutions which drives significant impact on both customer and company.
- Understand the process to change the organisation’s thinking patterns by re-defining their driving focus and create new revenue, market and differentiation opportunity.
- Extended outcome-based thinking techniques to uncover new customer innovation opportunities
- Guidelines to practically implement innovation projects into the organisation in a way that minimises the negative impact of “business as usual”
Module 4 - Customer Innovation, Business Strategy and Competitive Differentiation
On Day Four the course will focus on business strategies for customer innovation and competitive differentiation
Key Topics
- Why typical Business Strategy approaches fail to deliver for the vast majority of organisations
- How customer experience-obsessed organisations align the customer experience strategy into the business strategy as the core differentiator for business superiority.
- Understand approaches to assess the organisation’s ability to deliver against its strategies in a way that uses the company’s staff to help prioritise and define change programmes.
- Techniques to align staff to a common consensus on priorities and approaches, so strategies not only drive a culture of CX obsession, they are widely supported within the organisation.
- Competitive differentiation:
- How to quickly assess organisational capability against either traditional or disruptive competitors.
- How to build a specific competitive differentiation success strategy against both short, medium and long-term goals
- How to align competitive differentiation into the strategic agenda
Module 5 - Implementing the Customer-Centric Organisation
On Day Five the course will introduce behavioural change techniques, enable participants to define an appropriate technology support environment and pull it all together into an implementation process
Key Topics
- Defining the “right” measures for the organisation to align customer outcomes to the business, people and supporting technology
- Amending traditional balanced scorecard approaches to focus on everything an organisation does to the customer agenda
- Creating a driving focus and behaviour whilst removing complexity in success measurement
- Understand the reasons why 70% of technology change programmes still underperform or fail
- The fundamental misalignments in automation projects. How successful organisations improve business to technology alignments
- Creating a technology innovation framework that moves from traditional “prescriptive” to more flexible outcome-based “adaptive” technology environments which remove legacy complexity, cost and failure
- The Automation Landscape technique and its application to a specific case study
- The CX Implementation Methodology for accelerating momentum and establishing a culture of customer-obsession
- The FAST methodology to drive success strategies for effective CX leadership
- The most common mistakes in implementing an effective CX-driven organisation – and the 10 driving guidelines to avoid the most common pitfalls
- Why driving a culture of CX obsession starts with belief and culture not projects and process.
- How driving a focus on customer outcome into every aspect of the organisations thinking and culture will change.
