CUSTOMER EXPERIENCE STRATEGY

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1 CUSTOMER EXPERIENCE STRATEGY Transforming knowledge into action

2 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 2 days, residential TO BOOK CONTACT: T: +44 (0) E: som.action@cranfield.ac.uk Book online at

3 KEY BENEFITS 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. CORE CONTENT 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: T: +44 (0) E: som.action@cranfield.ac.uk

4 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: Cambridge & Counties Bank Ltd Olympus KeyMed Ordnance Survey Ericsson Ltd Allianz Catalyst Housing Ltd Salesforce.com British Gypsum Ltd Book online at

5 TIMETABLE DAY 1 Customer experience strategy Customer experience insight Mapping customer and supplier processes Re-designing processes to improve experience Summary. DAY 2 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: T: +44 (0) E: som.action@cranfield.ac.uk

6 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

7 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: T: +44 (0) E: som.action@cranfield.ac.uk

8 Peterborough A1(M) Bedford Cambridge Milton Keynes Cranfield M1 Luton M11 Stansted M4 London Heathrow Gatwick M23 M25 M20 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: CRANFIELD MANAGEMENT DEVELOPMENT LIMITED Cranfield, Bedford, England, MK43 0AL T: +44 (0) F: +44 (0)