CX CERTIFICATION & WORKSHOPS

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
• Governance
• 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.

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.
  1. Clear beliefs and complete understanding of what’s important to the organization
  2. Frequent internal communications to make sure that employees understand priorities
  3. Creating excitement around customer success through CX metrics, public acknowledgments, and reward and recognition systems
  4. Compelling stories that shape culture and demonstrate customer-centricity
  5. Employee engagement through training and enabling tools such as Incentives and perks
  6. Empowering employees to ensure that customers’ issues can be solved on the spot