Most organisations today recognise the importance of improving customer service to differentiate from competitors. However, this is an out-dated mindset! Customer service is a touchpoint of a whole experience. What people are looking for today are experiences that will make a difference in their everyday lives and generate positive emotions which can then be shared with their friends and families. Those who share their experience wish to see your organisation do more business and to succeed. Consequently, customer experience is one of the primary generators of the most powerful marketing tool: positive word of mouth. In order to achieve this, organisations must start thinking strategically about how to incorporate customer experience (and beyond) in their structure. However, where do we begin? The very first step of a successful customer experience is listening to their preferences and thinking strategically on how to translate these elements into the organisational structure.

Through this module, participants will discover the importance of bringing customer experience to the strategic level and/or vice versa. It will also prepare the participants with the right knowledge, competencies and mindset to think strategically when designing experience for customer alignment and competitive differentiation.

A combination of lectures, case studies, benchmarks and practical exercises.

Knowledge

• Explain how strategic thinking and design influence the customer service experience
• Translate organizational strategies into operational activities which influence service experience

Competencies

• Explore effective practices for bringing the voice of the customer/ guests into the organisation for strategic design
• Develop and implement a rational customer experience in line with organisation’s strategy
• Integrate strategic thinking and brand service values into daily actions for customer experience enhancement

Mindset

• Defend the importance of thinking strategically and organization closer to your customers/guests
• Positioning the organisation closer to your customers/guests
  

Most organisations today recognise the importance of improving customer service to differentiate from competitors. However, this is an out-dated mindset! Customer service is a touchpoint of a whole experience. What people are looking for today are experiences that will make a difference in their everyday lives and generate positive emotions which can then be shared with their friends and families. Those who share their experience wish to see your organisation do more business and to succeed. Consequently, customer experience is one of the primary generators of the most powerful marketing tool: positive word of mouth. In order to achieve this, organisations must start thinking strategically about how to incorporate customer experience (and beyond) in their structure. However, where do we begin? The very first step of a successful customer experience is listening to their preferences and thinking strategically on how to translate these elements into the organisational structure.

Through this module, participants will discover the importance of bringing customer experience to the strategic level and/or vice versa. It will also prepare the participants with the right knowledge, competencies and mindset to think strategically when designing experience for customer alignment and competitive differentiation.