CX CERTIFICATION & WORKSHOPS
CX-PROTM Customer Experience (CX) Certification Training Program
If you are brand new to the role of Customer Experience (CX) within your organization, just getting started in a CX role, or even if you have been in a CX role for some time, consider how formalized and structured training in the essentials of customer experience management can help you build your CX knowledge-base, accelerate your career, and enhance the success of your organization. HorizonCX offers you the CX-PROTM Customer Experience Certification Training Program, a 2-day experiential course that prepares you with the knowledge and skills required of a CX professional.
All Scheduled courses for 2018 will be held at:
Courtyard Boston Foxborough/Mansfield
35 Foxborough Boulevard
Foxboro, MA 02035
Phone: (508) 543-5222
What the CX-PRO certification can do for you…
HorizonCX developed the CX-PRO™ Customer Experience Certification Training Program to help jump-start or accelerate your success in CX by structuring each of the following core learning modules in an experiential fashion. What you can expect from this certification course is learning fundamental CX concepts, practicing them through hands-on exercises, and being presented with organizational examples where these CX concepts are being successfully applied. Led by the experience and guidance of two seasoned CCXP Certified Customer Experience Professionals, your biggest takeaway from this course will learning how these concepts can best be applied within your organization’s culture. The capstone for this course and the requirement for your earning the CX-PRO™ certificate is passing a 60-question post-training on-line exam and achieving a passing score of 75%. The CX-PRO™ Course follows the D.E.A.R. Model—Defining and designing, Executing, Analyzing and acting, and Refining. The key learning objectives for this course are as follows.
1. Understanding Customer Behaviors
The first step toward providing the right customer experience is understanding the customer. This means creating an accurate, consistent, and shared understanding of who your customers are, what they want, and how they perceive the interactions they’re having with the company today. A solid customer understanding program can help a company identify problems with current customer interactions, maximize the business value of improvements to those interactions, and build new experiences that resonate with customers.
- Goals objectives (business and personal) and measuring success
- CX Mission statements
- Thinking in systems – customer journeys
- Persona exercise
- Establishing a baseline
- Definition of a customer
- CX Maturity
- CX Strategies
2. Developing a Customer Experience Strategy
A customer experience strategy defines the type of experience a company wants to provide. This definition guides employees as they choose which activities to perform and how to allocate resources. Organizations that define, socialize, and use a customer experience strategy properly can say no to tempting, but off-strategy ideas and stay on track to create the experience known to be right.
3. Measuring and Tracking Customer Experience
Organizations with good customer experience measurement practices track customer experience quality on an ongoing basis using customer perceptions as the ultimate test of what’s “good.” Such practices are critical to maturity because they allow the company to understand the state of its current customer experience, which levers it should pull to improve experiences, and most importantly, how efforts are progressing over time.
4. Creating Accountability for CX (Governance Structures)
Governance systems are the way in which companies manage customer experience in a proactive and disciplined way. They create accountability by assigning specific experience management tasks to specific people, and include the processes a company will use to monitor experience quality and improve it on a continual basis. Governance processes are critical to customer experience maturity because they help organizations create broad awareness of customer experience programs, keep bad experiences from getting out the door, and hold people accountable for their role in the customer experience ecosystem.
5. Designing Customer Experience Through Co-Creation
Practices in this discipline include following a formal design process, co-creating experience designs with key stakeholder groups, and iterating rapidly to hone in on the best designs quickly. Taking the time to implement these practices helps an organization leverage expertise and ideas from customers, employees, and partners, and helps weed out bad ideas early in the process.
6. Building a Customer Experience Culture
A customer-centric culture is essential to a mature experience. The goal of culture-building activities is to establish customer-centricity as a core value, as a means of embedding practices from the other five disciplines into employee DNA. Reaching that goal will turn customer experience excellence into a habit, and make future change much easier.
- The CX-PRO™ 2-day Course fee is $1,499 per person and includes all printed course materials and handouts, lunches and coffee breaks on both days, an exam fee, a certificate upon passing the final exam and a CX-PRO™ lapel pin.
- Travel and accommodations are the responsibility of course attendees.
Next Improvement in Customer Experience (NICE) Workshops
To make your investment in VoC and Customer Experience strategies pay off, it takes an aligned organization with firm grasp on customer centricity to help create the right perceptions in the minds and hearts of the customers you serve. Customers don’t care how much you know until they know how much you care and that is the essence of the MCEC Workshops—aligning your organization with your customer experience strategies and objectives.
What HorizonCX can do for you…
HorizonCX offers customized workshops geared around your VoC data that helps to bring this alignment into place across your enterprise. It can be based on customer feedback from a broad spectrum of customers across the enterprise or on customers served within a region, geography or segment of your business. Below is an example 6-hour workshop agenda that has been applied with a great deal of success at other organizations—but understand that this can be specifically customized to meet your exact requirements.
- Why measuring customer feedback is important
- Why acting on customer feedback is even more important
- Which of your customers get surveyed
- What questions are asked of your customers?
- The key customer loyalty metric
- How your customer metrics have been trending over time
- How you handle short-term customer service issues
- How you continue to improve service delivery over the long term
- How do you communicate survey results back to your customers?
- What’s driving your customer satisfaction and loyalty the most?
- What are customers saying (in their own words) about service delivery
- How can you improve customer satisfaction and loyalty over the next 12 months?
- Generating and implementing a plan of action within the next 30 days
- Tracking action plan progress and evaluating success on a quarterly schedule
CX Awareness Workshops
Whether you are just beginning on the Customer Experience Journey or are fully engaged with Customer Experience, making your investment in VoC and CX strategies pay off requires an aligned organization to consistently create the right perceptions in the minds and hearts of the customers you serve. Customers don’t care how much you know until they know how much you care and that is the essence and aim of a CXA Workshop—aligning your organization with customer demands and your intended customer experience strategies and objectives.
What HorizonCX can do for you…
HorizonCX offers both standardized and customized workshops designed around creating empathy and a rudimentary awareness of customers within the context of your CX strategies and objectives regardless of where you are in the CX journey. Beginning with fundamental concepts such as “the definition of a customer” this 2.5-hour workshop aims to orient and prepare your targeted employees groups to exhibit the intended and expected attitudes and behaviors toward those hard-earned and key customers that depend on you just as much as you depend on them.
Below is an example 2.5-hour workshop agenda that has been applied with a great deal of success at other organizations—but understand that this can and probably should be specifically customized to meet your exact requirements. Based on the target employee segment (sales, service, application support, product development, call-center, etc.) this curriculum would typically be developed around the following concepts.
- Customers defined
- The difference between an aligned and a misaligned customer
- Why retaining customers is essential to business sustainability
- Why CX needs to be intentional vs. by chance
- Why customers are more demanding and tend to get what they want, when they want it
- Communication—the key pillar of any Customer-Centric strategy
- Six fundamental principles that drive customer-centric behavior and deliver superior performance on a sustained basis.
- Clear beliefs and complete understanding of what’s important to the organization
- Frequent internal communications to make sure that employees understand priorities
- Creating excitement around customer success through CX metrics, public acknowledgments, and reward and recognition systems
- Compelling stories that shape culture and demonstrate customer-centricity
- Employee engagement through training and enabling tools such as Incentives and perks
- Empowering employees to ensure that customers’ issues can be solved on the spot
Customer Journey Mapping (CJM)
Customer Journey Mapping (CJM) is a key tool for managing customer experience programs. They are a visualization, typically an infographic representation, of the end-to-end customer experience. This visualization allows your business to make value-driven decisions based on how the customer perceives their experiences with your organization. Performed by an independent 3rd party, this provides an unbiased understanding of the customer’s journey.
Customer journey maps are built from the customer’s point of view. Ideally, they represent an unbiased understanding of the customer’s experience along the many touchpoints they have with your organization—whether this might be a selected and specific part of a journey or the entire journey. This helps deepen your understanding of your customers’ behaviors, thoughts, and feelings across those touchpoints in their journey and which of those touchpoints are most critical to customer retention and loyalty.
Most importantly, customer journey maps should be actionable. Building customer journey maps with these key elements in mind will help to ensure that you have identified the key components of customer experience for your business and helps to establish an experience strategy for your organization.
What HorizonCX can do for you…
In many respects, customer journey mapping should be one of the earlier tasks in any CX program but is often deferred to a later time within the CX maturity continuum. At HorizonCX, we recommend journey mapping earlier in your CX program as this will properly and systematically identify those more critical touchpoints that you will then be able to prioritize, act upon, and measure the success of as an ongoing part of your CX program. Our process consists of the following major steps.
- An initial facilitated session consisting of up to 12 key individuals from within your organization with the objective of understanding and delineating the internal perspective of one customer journey segment to serve as a baseline.
- A facilitated session with up to 12 customers, representing the targeted client segment to capture and validate those customers’ perceptions of their experiences relative to their goals, needs and expectations.
- Alternative to the above client session, this could be accomplished through 12 equivalent and independent customer interviews done either in-person or by phone depending on client location.
- Determine the current and future desired state from the customers perspective to identify gaps where needs either are or are not being met and assess any emotional constraints around each touchpoint.
- Create a visual representation (map) of the customer journey that will optimize all stakeholders’ understanding, engagement, and decision-making based on story of the customer’s journey.
- After the map is completed, Horizon CX will guide you in the application and use of the map to manage change.