MARKETING COURSE:
VALUE PROPOSITION
BUILD YOUR OFFERING BASED ON
THE CUSTOMER EXPERIENCE
The customer journey and experience are central to contemporary marketing strategies. The constant evolution of customer behaviour and the multiplication of contact points impact marketing strategies day after day.
OBJECTIVES
- Define and build efficient customer journeys.
- Understand why, where, when and how the customer experience can create more value for your customers and your business.
- Acquire the methods, tools and best practices to design a customer journey and experience that will make you stand out.
PROFESSIONAL SKILLS
After this course, you will be able to roll out a consistent and original product/service offering based on the customer experience.
BUILD YOUR OFFERING BASED ON
THE CUSTOMER EXPERIENCE
The customer journey and experience are central to contemporary marketing strategies. The constant evolution of customer behaviour and the multiplication of contact points impact marketing strategies day after day.
OBJECTIVES
- Define and build efficient customer journeys.
- Understand why, where, when and how the customer experience can create more value for your customers and your business.
- Acquire the methods, tools and best practices to design a customer journey and experience that will make you stand out.
PROFESSIONAL SKILLS
After this course, you will be able to roll out a consistent and original product/service offering based on the customer experience.
PROGRAMME :
Addressing the challenges of the customer journey and experience:
- Differentiating your customers’ and users’ experience.
- The maturity of your strategies for the customer journey and experience.
- The differences between a multi-channel and an omnichannel marketing vision.
Diagnosing customer journeys:
- The customer’s voice: why and how?
- From expected experience to perceived experience.
- The role and positioning of your customer contact channels and points.
- Critical customer points to resolve.
Managing customer journeys:
- Establish and arbitrate on the objectives to be achieved.
- Define a matrix for sequencing customer steps based on your activity and industry.
- Build proactive and personalised customer journeys: methods, practices and processes.
Defining a customer experience strategy:
- Define your objectives and a level of ambition for the customer experience.
- Select a customer experience strategy.
- When the customer experience becomes the “brand experience”.
Managing the customer experience:
- Control modes: start-up or top down?
- Implementation of KPIs.
- THE CHALLENGES
-
Addressing the challenges of the customer journey and experience:
- Differentiating your customers’ and users’ experience.
- The maturity of your strategies for the customer journey and experience.
- The differences between a multi-channel and an omnichannel marketing vision.
- CUSTOMER JOURNEY
-
Diagnosing customer journeys:
- The customer’s voice: why and how?
- From expected experience to perceived experience.
- The role and positioning of your customer contact channels and points.
- Critical customer points to resolve.
- MANAGING
-
Managing customer journeys:
- Establish and arbitrate on the objectives to be achieved.
- Define a matrix for sequencing customer steps based on your activity and industry.
- Build proactive and personalised customer journeys: methods, practices and processes.
- STRATEGY
-
Defining a customer experience strategy:
- Define your objectives and a level of ambition for the customer experience.
- Select a customer experience strategy.
- When the customer experience becomes the “brand experience”.
- MANAGING
-
Managing the customer experience:
- Control modes: start-up or top down?
- Implementation of KPIs.
For whom?
Experienced or new entrepreneurs involved in a customer segmentation and targeting process.
Prerequisites: you should have an existing business activity or a project in its operational launch phase
Methodology & Benefits
- A combination of face-to-face and distance learning that facilitates skills development.
- This course provides you with many tools ready for immediate real-life implementation.
A mix of teaching formats: face-to-face training and progress monitoring through a distance tutorial.
Interested ? Questions ?