Customer Experience Management

Customer experience initiatives often lose momentum for predictable reasons. Responsibility sits with a small CX team that cannot change the processes that cause problems, journeys cross departments that each optimise their own part, survey results are reported but rarely acted on, digital and physical channels give different answers, and leaders ask for a single score without understanding what drives it. Investment then goes into new channels or technology before the basic promise to customers is kept.

This programme treats customer experience as a management system rather than a campaign. It moves through five stages: setting a CX strategy and promise, understanding customers and their journeys, designing better services across channels, measuring what matters and acting on it, and building the governance and culture that sustain improvement.

Built on recognised practice. The programme references ISO 23592 on service excellence, ISO 10002 on complaints handling, ISO 10004 on monitoring and measuring customer satisfaction, and established methods including customer journey mapping, service blueprinting, voice of the customer programmes and closed-loop feedback. It also draws on common practice in government service excellence programmes.

Decisions this programme improves. Which journeys to fix first; which metrics to report to leadership and which to use operationally; where to invest in digital channels and where human contact matters more; who owns a cross-functional journey; how to build a business case for CX improvement; and how to tell whether an initiative has worked.

How it is delivered. Twenty hours across five sessions, built around one running case: a service organisation with rising complaints, a new digital channel and a board request for a CX strategy. Participants build a journey map, select metrics, analyse feedback data, prioritise improvements and present a CX roadmap and governance model.

In-house option. For organisations, the programme can be tailored to your own customer segments, journeys, survey data and service standards, and delivered to CX, operations, digital and marketing leaders together so that ownership of journeys is agreed.

Who Should Attend

CX leaders: heads and managers of customer experience, service excellence and customer care

Operations managers: managers of branches, service centres, contact centres and service delivery units

Marketing and brand managers responsible for customer insight, loyalty and brand promise

Digital and product managers responsible for digital channels and customer-facing systems

Public sector leaders: managers in government entities responsible for service quality and citizen satisfaction

Quality and excellence managers leading improvement programmes

Objectives

Define a customer experience strategy and brand or service promise linked to organisational goals

Segment customers and build evidence-based personas

Map end-to-end customer journeys and identify pain points and moments that matter

Use service blueprints to connect front-stage experience with back-office processes and systems

Design an omnichannel service model that balances digital self-service and human contact

Select a balanced set of CX metrics, including satisfaction, effort, loyalty and operational measures

Design a voice of the customer programme with closed-loop follow-up

Prioritise CX improvements using impact, effort and cost criteria

Build a business case linking CX improvement to retention, cost to serve or public value

Set up governance, journey ownership and culture practices that sustain CX performance

Course Outline

Setting Direction: CX Strategy and the Customer Promise

Customer experience as a management discipline: scope and maturity
Linking CX to strategy, brand and organisational objectives
Defining the customer or service promise
ISO 23592 service excellence principles and model
CX in the public sector: citizen-centred services and government excellence programmes
Assessing current CX maturity

Understanding Customers and Their Journeys

Customer research: interviews, observation, surveys and analytics
Segmentation and personas based on evidence
End-to-end journey mapping and moments that matter
Emotional and rational drivers of satisfaction and loyalty
Identifying root causes of pain points across departments
Cultural and language considerations for diverse customer groups

Designing Better Experiences Across Channels

Service design and service blueprinting
Omnichannel design: consistency across branches, contact centres, web, apps and messaging
Digital self-service and when human contact is still needed
Using AI assistants and chatbots responsibly: benefits, risks and escalation
Accessibility and inclusion in service design
Prototyping and testing service changes before rollout

Measuring What Matters and Acting on It

CX metrics: CSAT, customer effort, Net Promoter Score and their limits
Linking perception metrics to operational measures and outcomes
Monitoring and measuring satisfaction in line with ISO 10004
Voice of the customer programmes and closed-loop feedback
Complaints as data: ISO 10002 principles and trend analysis
Text analytics and dashboards for CX insight

Governing and Sustaining Customer Experience

CX governance: steering groups, journey owners and decision rights
Building the business case: retention, cost to serve and public value
Employee experience and its link to customer experience
Leadership behaviours and a customer-focused culture
Customer data protection and trust
CX roadmap: priorities for the next twelve months

Competencies

Customer experience strategy development

Customer research and segmentation

Journey mapping and service blueprinting

Omnichannel service design

CX measurement and metric selection

Voice of the customer and closed-loop feedback

CX business case development

CX governance and journey ownership

Customer-focused culture building

Istanbul

Train in Istanbul with access to Elite Academy’s full portfolio of professional programs. In a city known as a major international business crossroads connecting Europe, the Middle East and Asia, organizations and professionals can join upcoming courses or request any program to be arranged locally. Professional training in Istanbul is not limited to a specific group of subjects. Elite Academy makes its complete portfolio available in the city across management, business, technical and industry-focused disciplines. With a major international business crossroads connecting Europe, the Middle East and Asia, Istanbul provides an effective setting for international learning. Use the schedule below to view courses already planned for the destination, or contact our team to request another program and preferred dates in Istanbul, subject to scheduling and delivery requirements.