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Designing and Managing Best in Class Digital Customer Experience

Customer experience is increasingly seen as the key differentiator particularly in the digital space yet very few Managers and Executives are trained, equipped or have the capability to develop it effectively. This course has been designed to bridge that gap and is facilitated by Alan Pennington, author of the Customer Experience Book one of the leading Practitioners and thought leaders in the customer experience space. This is a unique opportunity to get hands on in this Masterclass with one of the world’s experts.

Turning 'Theory' into 'Practice'?

Created based on hundreds of interventions across the globe and across industries this one day course will equip you to start to think differently about digital customer experiences as a critical part of business delivery. You will learn to fast track your progress by avoiding the common errors and learn how to deploy a logical and proven framework to develop business solutions. The approach is ‘freedom within a framework’ giving space for creativity but in a structured environment. Thinking differently is a challenge for any business, learn how to start to challenge convention and effect change with little or no cost.

Who should attend?

Key areas to be covered in the programme and documentation

Putting digital customer experience in context
• Is customer experience an option?
• Digital experience versus analogue or physical
• What drives customer perceptions of digital experience
• User experience or customer experience?
Case study: Putting emotion into digital experiences

The building blocks of digital customer experiences
• Translating brand into a customer experience statement
• Defining customer experience design guidelines
• Introduction to customer experience journey mapping
Practical exercise: Creating an outside-in customer
heartbeat map

Designing a digital experience
• The principle of ‘thinking differently’
• Detail versus big picture?
• Identifying customer needs
• Using the ‘building blocks’ to innovate and challenge
Practical exercise: Designing a digital customer experience

Avoiding the pitfalls of a disconnected digital experience
• Connecting physical and digital experiences
• Managing deployment to avoid experiential variation
• Making digital only experiences “human”
• Identifying areas of risk in the experience
Case study: Best practice. Online retail/financial services

Measuring digital customer experiences
• What measures exist
• Less is more – what you really need to know?
• What gets measured gets done
• Aligning measures with KPI’s
Practical exercise: Applying the tools for measuring
digital customer experience

What data do I need?
• Sources of data to design and refine customer experiences
• Data and privacy
• The impact of data on customer trust
• Data/risk and the customer experience
Practical exercise: Working with data effectively

Benefits to you

• Developing a structured, logical and deliverable approach to digital customer experience design and management
• Exploring why and how digital customer experience must connect with the wider organisation
• Learning lessons from around the globe, thinking differently and adopting a different approach to drive commercial success
• Applying tools and frameworks to improve your digital experiences
• Creating customer journey maps in minutes
• Acquiring practical tools for measuring digital experiences
• Walking in your customers shoes to create needs based design
• Connecting digital experiences with human emotions to drive commercial returns

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

17-18 October 2019, London, UK, PT4036

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac