Are you considering moving into CX? Would you like to change your career path?
Just one small step and you could move into the fastest growing discipline in the world!
Join us to discuss the role of a CX executive in a modern organisation
What are the roles, responsibilities and key skills required?
Interview tips, the first 90 days and how to make an immediate impact!
Course Directors Cathy Summers and Siobhán Mallen will be joining us.
We are delighted and proud to announce today that our Professional Diploma in Customer Experience (CX) has been credit rated by Glasgow Caledonian University (GCU).
This is a significant, internationally respected and recognised educational body. GCU would be considered one of the UKs top universities and they have over 20,000 students and 1,600
We’ve looked around and as far as we are aware no other CX courses are credited rated or accredited by an official university.
GCU were a natural fit for us. They understand business and have a well developed understanding of the ‘university to business’ mindset.
They know that programmes must be practical, accessible for professional learners and underpinned by solid theory. They have been our partners during this whole process and we are delighted to be
working with them.
Now, the CX Academy’s Professional Diploma in CX is the first globally recognised, university credit-rated qualification for CX.
The programme is rated by the Scottish Credit and Qualifications Framework (SCQF) at Level 8 qualification which equates to a Level 5 in the European Qualifications Framework (EQF).
• Using CX to drive loyalty & retention
• Growing your business through the new method of customer acquisition
• Staff Empowerment and the implementation of a CX Excellence programme into your organisation.
We’ll also discuss why Michael has set up The CX Academy, the employment opportunities and the importance of recognized CX education. We’ll talk about how The CX Academy’s programmes are setting the global standard for CX certification.
During his career Michael has worked with General Electric, Harley Davidson, FAO Schwartz, and American Airlines. He also works day-to-day in the ‘real world’ with global CX leaders such as Microsoft, Virgin, Diageo and many more.
The CEO of The CX Academy, Julian Douglas will moderate the session.
The session will last for approximately 40 minutes and you can ask questions regarding Customer Experience which Michael will be happy to answer.
There is a limited number of places available at this session so please register now.
• The career opportunities in CX
• Growing your business through the new method of customer acquisition
• Customer retention and the implementation of a CX Excellence
programme into your organisation.
We’ll also discuss why Michael has set up The CX Academy, the
employment opportunities and the importance of recognized CX
education. We’ll talk about how The CX Academy’s programmes are
setting the global standard for CX certification.
During his career Michael has worked with General Electric, Harley
Davidson, FAO Schwartz, and American Airlines. He also works
day-to-day in the ‘real world’ with global CX leaders such as
Microsoft, Virgin, Diageo and many more.
The Managing Director of The CX Academy, Julian Douglas will moderate
The session will last for approximately 40 minutes and you can ask
questions regarding Customer Experience which Michael will be happy to
We only have a limited number of places available at this session so
please register now.
This module includes all the below and a huge amount of detailed information on how your business can create and utilise your customer journey.
What is a Customer Journey?
A Customer Journey is defined as every interaction across every touch-point that a customer has with a company. Each interaction in the journey contributes to the overall customer experience.
What is a Customer Journey Map?
A Customer Journey Map is a visual representation of the process a customer goes through to achieve a goal with a company. It includes every interaction a customer has at each touch-point for that specific journey.
A Customer Journey Map focuses on what the journey currently looks like – this is what we call the “as is”.
For each stage of the “as is” journey, you should look at:
What actions happen – what is the customer doing?
Which touch-points the customer uses – are they going online, or making a call, using an app or visiting a store or branch
What the common issues and pain points are for customers? (by pain points we mean what are the barriers to the customer completing their objective, what annoys them and may cause them to abandon the journey, complain or even stop doing business with the company)
How the customer is feeling at each stage – are they happy, annoyed, frustrated, satisfied etc?
It also includes how the journey can be improved – this is what we call the “to be”.
For each stage of the “to be” part of the Customer Journey Map, you should look at:
What actions can be put in place to improve the “as is” experience?
How specific pain points can be addressed or removed?
How the customer journey can be simplified
What is Customer Journey Mapping?
It is very important that companies take the time to understand each journey from the different customers’ perspective and consider how the customer experience can be made as good as it possibly can be for them.
To do this companies need to walk in their customers shoes and map out every interaction at every touch-point along the customer journey for each different type of customer. This process is referred to as Customer Journey Mapping.
What questions do I need to address?
Before and during the process of Customer Journey Mapping, ask yourself the following questions. You need to answer honestly and always with your customer in mind.
Who is the Customer? – create at least one description and picture (persona) of the customer you are focusing on. Imagine the customer is sitting in the room with you and constantly refer back to them
What is the Customer Goal? – what is the overall goal the customer is trying to achieve?
What are the stages? –what stages of the journey does the customers go through to achieve their goal?
What are the Touch-points? – what touch-points does the customer use through each stage of the journey?
What is the current Customer Experience? (the “as is”) – what are the actions, pain points and emotions of the customer?
How do we make Improvements? (the “to be”) – what are the opportunities to improve the Customer Journey?
Let’s talk about change. Not many people are comfortable with change. We have our routines, our regular customers, trusted suppliers and, yes, we have our competitors too but we know who they are, where they work from and we like it that way.
But the change that software and technology has brought over the past 15 years is something else entirely. However, when I sit back and realise that it’s the way of the world since time immemorial – I begin to get comfortable with that. Genies and bottles, toothpaste and tubes, there really is no going back now.
There’s no doubting the change is massive. Even for small businesses, globalisation and not localisation is the new norm and technology is having a faster and more dramatic impact on our society than the Industrial Revolution. Is it for better or for worse? – richer or poorer? It doesn’t matter – it’s a fact and that ‘bird’ has flown.
How do we manage all of this change and upheaval? There is talk of robots taking all our jobs and there’s drones in LA delivering everything from parcels to pizzas.
So, is there really a place for Artificial Intelligence in CX? And how should we use it?
Bring it on, we say. But be careful how you use it because it really does have its limitations. For the moment we are still the bosses and let’s not forget that.
‘Cybernetics’ is a word that should provide a part of the solution. It’s the study of people and machines. More formally it is “the scientific study of control and communication in the animal and the machine.”
Without getting too scientific about it, Cybernetics can be a way of using technology to help people do their jobs more easily and better. Take radiology for example, where Artificial Intelligence is used to analyse and detect cancer.
cells on MRI scans. This is not to say there is no Radiologist reading our x-rays but it does say that for such crucial work there is another ‘pair of eyes’ available. A good thing? – Yes!
In Customer Experience, we cannot devolve ourselves from emotion. Emotional drivers are the very foundation of the principles of CX and robots don’t have them! We need to use technology for the right things and at the right time, making it work for us so that we get better, faster and more personal.
Another great example would be how Artificial Intelligence can help us is to analyse dense data for anomalies, integrating multiple ‘voice of the customer’ sources such as survey data, call centre and social data which is key to better insights which in turn output useful predictive data. These are monotonous jobs that machines actually do much better. Once the alarm bell has gone off, we can intervene to diagnose the anomaly, then design a solution and implement that solution. No matter how advanced technology becomes, implementation and effective application is crucial. Companies need to be agile, accept the fact that they get things wrong sometimes and be able to change.
A slightly different example of technology is the use of chat-bots and voice command. These technologies have revolutionised how customers interact with companies, provide great personalisation and are very useful for factual, repetitive tasks and initial customer interactions. Companies like Intercom strike the perfect balance of fast automated solutions and having a human ‘feel’.
The interesting thing is we are comfortable interacting with chat-bots or automated voice systems provided we recognise they are automated. It’s okay to make automation ‘feel’ as human as possible but not a good idea to make the customer believe they are talking to a human when in fact they are talking to a robot. This will lead to distrust and frustration through the process.
Another key to the success of chat-bots and automated voice technology is knowing when to use them. And from a customer’s perspective, once required, a human can intervene.
Paying a bill online or getting a statement balance is fine for automated technology. But try explaining a disputed credit card charge on your statement to a robot and your experience will soon turn to frustration and anger. These situations require human discretion and good companies give authority to staff to resolve problems. There will always be a need for human intervention in the resolution of a customer issue.
Where companies see social skills and creativity as important assets there is always a need for human interaction. Automated checkouts in supermarkets may resolve Time & Effort issues but what negative effect do they have on the human touch factor of a cashier? I’ve regularly seen people queuing up for cashiers because they know them and receive a friendly comment or small, personalised conversation. These are highly valued interactions by people who may only have few other conversations during the day.
The key to using technology is to make it work for us and alongside us. Getting technology to do the mundane, repetitive tasks is what technology is great at. But if we want Customer Experience to work really well, human intervention and interaction is the key.
Maybe one day an automated checkout will ask me if I had a nice weekend but even if it does, it wouldn’t be pushed going back because of it!
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