professional development courses

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Customer Experience- Initiatives Du Jour or One that Endures

Every day, companies are being surprised by the loss of customers they thought were “loyal.” And the economic impact of those defections goes far beyond lost sales dollars. But there are other companies who thrive, and consistently outperform their competitors, by understanding and delivering a truly exceptional customer experience. Their sharp customer focus is generating real top line growth and other competitive advantages.   What about your company? What are you doing to protect the investment you’ve made in your key customers? How are you leveraging that customer base into greater profitability and barriers to entry? Customer Experience is no longer an option – it’s a business imperative for differentiating your company and succeeding in today’s tough economic and competitive environment.

Turning 'Theory' into 'Practice'?

This training program will overview the business case, best practices and real case examples of the steps required to design and implement an effective customer experience strategy – one that generates tangible business gains and results.

Who should attend?

SVP’s, VP’s, Directors and Senior Managers in: Customer Experience, Customer Care/ Contact Center, Customer Satisfaction, Customer Insights, Customer Research, Customer Loyalty & Retention, Relationship Marketing, Brand Marketing, Sales and Business Development, Customer Engagement, Customer Relations, Market Research, Service/Business Operations

To ensure we meet your expectations and maximise your return on training investment, we favour a classroom/workshop set up for the delivery of our courses. Please note we have therefore limited number of spaces available and these will be assigned on a first come, first accepted basis. We recommend early booking to avoid disappointment.

Key areas to be covered in the programme and documentation

Strategic Drivers and Linkages ·Core components of a CE Strategy (Ten Point Framework)

·Common reasons (proactive and reactive) for focusing on the customer experience

·Understanding the customer’s role in and impact on your growth strategy

·Realizing the practical and economic differences between customer behaviour, customer satisfaction and customer loyalty

·Identifying the tangible and intangible costs and risks in the customer’s experience

·Evaluating and selecting the CE goals and measures most relevant to you  

Customer Focus Maturity Model

·Understand the three levels of the model and the corresponding impact on profits

·Review the model from both the customer and the supplier perspectives

·Identify actions that move from input to implementation to institutionalisation

·Case studies demonstrating actual company examples at each CFMM level  

Level I – Voice of the Customer (VOC) Process and Tools

·The role of customer segmentation, value propositions and risk analyses

·Knowing what VOC can and can’t accomplish (myths and realities)

·Identifying customer touch points and “moments of truth”

·Creating a customer value map

·Pros and cons of various VOC tools and techniques

·A five-step integrated VOC process    

Level II – Customer-Supplier Relationships and Teaming

·Key components of a CE Implementation Plan

·Identifying and addressing process improvement opportunities

·Using a Value Driver Analyses to prioritise CE-related initiatives

·Basic process mapping tool, process improvement model and project management model

·Establishing, training and deploying cross-functional and cross-boundary teams

·Case examples of CE-driven business improvement and teaming initiatives  

Level III – Building and Maintaining a Customer-Centric Culture

·Recognizing and addressing the momentum killers for CE strategies and actions

·Identifying and deploying grass-roots CE Champions ·Centralized or decentralized CE oversight; Customer Advocate/Ombudsman Roles

·Key steps for ensuring executive support and management-level accountability

·The role of CE-related rewards, recognition, training and communications

·Moving from customer satisfaction to customer partnerships

·Customer-Supplier events, forums, venues and work-outs

·Case examples of customers and suppliers partnering on key business challenges  

Branding Your CE Strategy and Efforts

·Identifying and testing your customer-centric culture and branding

·Ensuring your commercial brand promise is in sync with your customers and capabilities

·Understanding and applying Gallup’s Human Sigma model for customer-employee engagement

·Creating and aligning an internal brand and value proposition that supports your external efforts

Benefits to you

Recognize the

Benefits of attending this comprehensive course will include:

• Recognize the practical and economic differences between customer behavior, satisfaction and loyalty

• Understand why so many efforts at satisfying, retaining and partnering with customers fall short

• Use the Customer Focus Maturity Model to evaluate your company’s current and desired Customer Experience, and identify ways to close the gap

• See how several companies are using customer input, insights and involvement to redefine the way they operate, create value and compete in the marketplace

• Create a Customer Experience strategy, metrics, related tools and initiatives that yield mutually-profitable relationships between you and your customers

Companies already benefiting include:

Duration of Course

2 days Day Course

Course details

April 25-26, 2013  / Chicago, IL

Pre-course questionnaire:

A detailed questionnaire will be sent to all course participants to establish exactly where the group training needs lie. The completed forms will be analysed by the course leader/trainer and followed by telephone if further clarification is required. As a result we can guarantee that the course is pitched at exactly the right level and that the issues that you regard as relevant are addressed. The course material will reflect these issues and will enable you to digest the subject matter after the event in your own time.

For more information about this course and how to register, please contact Emily Jones at or call 312.540.3000 ext 6714


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or

US Enquiries: +1 312 540 3000 EXT 6445
Tatawan Plengsirivat - Director Training Operations - Professional Training North America -


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

Managing Director, Tarmac