Customer experience marketing


Businesses of all types and sizes are increasingly recognising the complete experience enjoyed or endured by their customers is critical to customer retention, spend, profitability and growth.

This two-day course addresses why the customer experience is vital. It helps delegates looking to learn from best-practice examples and develop, improve or execute a customer experience marketing strategy. The course also provides an outline of simple customer experience tools and techniques.

Training objectives

During this course, you will learn how to:
  • Define a customer experience that brings your brand strategy to life and delights customers to spend more and more often
  • Modelling the customer journey and identifying key focus areas
  • Move from a procedure-driven to a values-empowered organisational culture
  • Measure customer value and loyalty and link to customer experience
  • Develop a customer-winning approach to complaints and customer feedback
  • Setting operational standards to deliver the experience
  • Enabling the organisation to deliver your strategy – working with HR, sales and other departments
  • Understand the psychological factors that encourage customers to become advocates of your business and generate direct or indirect referrals
  • How to use the brilliant customer eservice experience as a marketing tool and to leverage competitive advantage
  • Assessing organisational capability and culture and identifying key gaps
  • Developing a team-based approach to change, winning cross departmental support
  • Effective internal communication – how to get your message through to everyone
  • Ensure your brand, marketing and customer loyalty and service strategy will deliver real commercial gains
  • Prepare a properly resources change management plan
  • Prepare a customer plan to align all departments behind agreed priorities
  • How to convert marketing strategy into operational procedures and processes
  • Assess your organisation’s customer experience and methods to capture customer feedback and situation
  • Develop a customer experience strategy based on customer criteria, expectations and competitive experience


This course is ideal for businesses from almost any industry.


A two-day course that will supply attendees with tools and techniques and best-practice examples.

The expert trainer

Graham has been designing and delivering high-quality training programmes on management techniques, personal development, sales and customer service for many years. A top-performing sales professional, he was Managing Director of Sales Productivity and Development for Thomson Financial, helping develop a large European sales force, and now runs his own very successful training consultancy.

His work has taken him all over the world and involved him in working closely with hundreds of different organisations from all business sectors, his client list including such organisations as BT, Vodafone, AT&T, Orange, Pfizer, GSK, Boots, Unilever, American Express, Thomas Cook, Apple, Sony, Motorola, Cisco, MFI, Barclays Bank, LIFFE, Abbey National, Prison Service, Home Office, Law Society, BBC, Daimler-Chrysler, Citroen, Weetabix, Nikon, Shell and many, many others. In addition he has written over twenty books published in several different countries, including Companies don’t succeed – people do!, 90 Brain Teasers for Trainers, Customer Service Games for Training, Sales Training Games, Telephone Tactics and Working Smarter.

Known internationally as both a trainer and a popular motivational speaker, he believes that effective learning has to be interactive and challenging. All his learning events are built around practical exercises, role play and case studies. His training style focuses not on just explaining new ideas or developing new skills, but also on motivating people to use them and to develop themselves as individuals. This approach gets results, as the following comments from course participants show:

‘Brilliant course, really interesting and very focused to my job role and day to day work.’

‘Took away some very good ideas that I can use every day… good examples too.’

‘Very confident in the subject, and amusing too. Made the course very interesting. A very clear sales model to use going forward.’

‘Full of useful hints and tips which I will apply to my job.’

‘Extremely well presented and structured’

‘A very intensive course and a lot of concrete tools provided.’

‘Useful data, tools and insights; engaging and interesting as always.’

‘Very good… contained everything we do on a regular basis and problems we have come across… the exercises made it very interesting too.’

Course outline

1   The seven laws of CEM
  • Build a clear picture of your end goal and inspire colleagues with this vision
  • Build a customer journey map to reach that nirvana. Understand the key moments of truth
  • Establish and maintain an excellent working relationship with your frontline customer service team
  • Prioritise your customer base
  • Personalisation: personalise your service, customer experiences and your marketing
  • Sell the way customers want to buy: never try to alter a customer’s behaviour
  • Develop an organisational customer experience vision, value and ethos
2   Assessing customer experiences
  • Live customer experiences
  • Live experience review
  • The importance of emotions
3   A practical approach to strategy development and KPIs
  • Researching for your strategy
  • Constructing your strategy
  • Examples of strategies
  • How to use and communicate your strategy
  • Developing KPIs to support your strategy
4   Customer experience tools and techniques
  • Customer experience research
  • Walking the customer experience
  • Assessing the customer experience
  • Identifying and assessing opportunities for improvement
  • Designing the customer experience
  • Designing emotional experiences
  • Implementing and embedding change
5   Building a customer experience culture
  • Framework for a customer experience culture alignment
  • Building continuous improvement
  • Building a business around value not procedures
6   Customer experience marketing and customer complaints
  • Who complains, about what, and the effect of complaining
  • How the best companies deal with customer complaints and negative feedback
  • The effect of customer loyalty, profitability and market perception
  • Understanding what customers complain about; overview of research linking well-solved problems with customer loyalty
7   Customer experience marketing and customer loyalty
  • How companies encourage or reward loyalty – is this part of customer experience marketing?
  • Review of different schemes and programs based on customer prioritisation, personalisation and behaviour rewards and the impact on customer experience marketing
  • Driving loyalty in price-driven markets using customer experience marketing
8   The business case for customer experience
  • Constructing your business case
  • Outline case studies
  • Selling your case
  • Using and presenting customer research
9   Summary
  • Pulling it all together
  • Personal action plans

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