CUSTOMER
EXPERIENCE
STRATEGY
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Tra wledg n
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into
OVERVIEW
Developing customer experience is a challenge many organisations are
grappling with. While great service is a must, it’s customer experience which
differentiates you from your competition. This course will provide you with the
skills to develop and implement a coherent customer experience strategy.
Please see website for dates and fees.
DURATION
TO BOOK CONTACT:
2 days, residential
T: +44 (0) 1234 754570
E: som.action@cranfield.ac.uk
Book online at www.cranfield.ac.uk/som/ces
KEY BENEFITS
CORE CONTENT
• Learn from leading experts on
customer experience strategy
and insight
• Gain effective techniques
for bringing the voice of the
customer into the organisation
• Learn new tools for unpacking
value in the customer journey
• Leave with a clear
methodology for improving
your organisation’s customercentricity across multiple
channels
• Gain skills to achieve multidepartmental commitment
to the customer experience
strategy
• Develop the confidence to
lead the customer experience
strategy in your organisation
• Build a peer and expert
network to support your
customer experience strategy
in the future.
The emphasis will be on
providing delegates with the
confidence and skills to lead
their organisation in developing
an integrated strategic approach
to customer experience
management.
The course will provide
delegates with a methodology
for addressing the customer
experience strategy challenge.
Becoming customer centric
requires developing an outsidein perspective across the
organisation, so a good deal of
discussion will be centred on
how managers can lead change
within their organisation.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
DELEGATE PROFILE
The programme is aimed at
senior managers and directors
in marketing, sales, service
operations, CRM and technology,
as well as consultants, from
B2B, B2C or not-for-profit
organisations. Teams from the
different functions within the same
organisation are encouraged to
attend (max. five per organisation),
in order to create a cohesive
strategy and encourage companywide support.
Companies that have already benefitted
from the Customer Experience
Strategy programme include:
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Cambridge & Counties Bank Ltd
Olympus KeyMed
Ordnance Survey
Ericsson Ltd
Allianz
Catalyst Housing Ltd
Salesforce.com
British Gypsum Ltd
Book online at www.cranfield.ac.uk/som/ces
TIMETABLE
DAY 1
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Customer experience strategy
Customer experience insight
Mapping customer and supplier processes
Re-designing processes to improve experience
Summary.
DAY 2
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Experience led customer relationship management
Managing the multichannel customer experience
Customer experience strategy in action
Overcoming challenges in implementation
Next steps and close.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
PROGRAMME LEADERS
DR EMMA MACDONALD
MBus(Research) FHEA PhD(UNSW)
Senior Lecturer in Marketing
Through her prize-winning research, Emma has developed tools for
unpacking customer value which are now implemented in dozens of
blue-chip firms. Her work on better customer insight has recently been
published in a main feature article in Harvard Business Review.
Prior to joining the academic world, Emma worked in telecommunications,
including marketing management for professional services at Australia’s
number 2 telecommunications company, and as a commercial researcher conducting brand, ad
and new product research for leading consumer brands.
PROFESSOR HUGH WILSON MA(Oxon) dipCompSci(Cantab) PhD
Professor in Strategic Marketing
Prior to joining Cranfield, Hugh had 20 years’ experience with IBM, Logica
CMG, Xerox and others in consulting, product management and marketing
strategy. He has advised the UK’s Service Transformation Board, the
Varney Review and NHS Direct on cost and experience transformation in
public services.
Hugh is listed in the Chartered Institute of Marketing’s Guru Gallery of the 50 leading marketing
thinkers alive in the world today, and has been honoured by the UK’s Secretary of State for
Business, Innovation and Skills and Tim Berners-Lee as one of the hundred individuals who
have had most influence over the development of e-commerce, according to a NOP poll of
practitioners and an expert panel.
DR STAN MAKLAN
MSc(Economics) MBA PhD
Reader in Strategic Marketing
Stan is an experienced academic, marketer and management consultant
with senior, international line management experience in blue chip
consumer and business marketing companies.
He has worked with leading telecommunications, computing, consumer
products, defence, automotive, electricity, water and professional services
companies.
Stan began his career with Unilever; Canada, UK and Sweden, where he was Marketing Director
of its toiletries business. He then spent 10 years as a management consultant with global leaders
in information technology: Computer Sciences Corporation (CSC) and Sapient.
Book online at www.cranfield.ac.uk/som/ces
CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
Our Open Executive Programmes are
held at the Cranfield Management
Development Centre (CMDC). Full
board accommodation (where
applicable) and all sessions are
usually held at this specifically
designed conference centre which
has an established reputation for
being one of the best centres in the
country.
Located in a rural, tranquil setting on
the Bedfordshire/Buckinghamshire
border, CMDC is conveniently
situated by the M1 motorway, railway
stations and major airports. We even
have an airport on site!
TAKING CARE OF YOUR
EVERY NEED
We understand that development
doesn’t only happen in the lecture
room. That is why the CMDC
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.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
Peterborough
A1(M)
Cambridge
Bedford
Milton
Keynes
Cranfield
Stansted
Luton
M1
M11
M25
London
M4
Heathrow
M20
Gatwick
M23
PLEASE BE AWARE:
The information in this brochure was correct at the time of going to press. However, as part of the on-going
development of our programmes, delegates, leading academics and practitioners continually review the
programmes and their content.
We have made every effort to use accurate descriptions, images, quotations and references but errors and
omissions may occur and are expected. Please check the programme page on the website for the latest
information, fees and offers.
Cranfield School of Management reserves the right to amend the published programmes. For full terms and
conditions please see our website:
www.cranfield.ac.uk/som/executive/tc
CRANFIELD MANAGEMENT DEVELOPMENT LIMITED
Cranfield, Bedford, England, MK43 0AL
T: +44 (0) 1234 751122
F: +44 (0) 1234 751806
www.cranfield.ac.uk/som/executive