Managing the customer experience is fundamentally important to all organisations.

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

Doing so well brings competitive advantage and often greater efficiency. It has great potential to add value to the bottom line. There is a growing recognition that this is an area in which customer insight teams can and should play a leading role – not just in supply of metrics, but in guiding and inspiring others to take action. Like many worthwhile activities, this is potentially daunting. But if you understand the scope for adding value, and the principles of how to go about it, it becomes much more achievable.

Who will benefit from this course?
  • Customer insight team managers (with and without a separate customer experience team in their organisation)
  • Market research agency staff who want to better appreciate the context for the service performance data they collect, and the potential for adding further value to what they deliver to clients
Aims and objectives:
  • To inspire delegates to inspire the business to improve the customer experience
  • To demonstrate the value of customer insight teams in going beyond their normal remit
  • To show delegates how to persuade both key decision-makers and frontline staff of the value of improving the customer experience and gain their commitment to action
  • To provide delegates with the tools and techniques they need to analyse the customer experience, to identify the key improvements arising, and to get them actioned
Learning outcomes:
  • Understand the value of optimising the customer experience, and the typical barriers to overcome
  • Understand the benefits of mapping the customer journey
  • Create a map of (part of) the customer journey for their own organisation
  • Understand how to run a customer experience mapping workshop
  • Know how to prioritise actions to improve the customer experience
  • Appreciate the role (and limitations) of customer experience metrics, and the common types
  • Know how to persuade others of the value of taking action to improve the customer experience
  • Understand the value of customer immersion/closeness and ways this can be achieved
  • Appreciate the importance of customer expectations, and how expectations are formed and managed
  • Describe the role of a customer insight team in managing the customer experience
09:00 - 17:00

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

“A fantastic one stop shop looking at embatting customer experience in a business.”

Yvette Smith, Dignity PLC
12 November 2019


Jane is a customer insight consultant, helping teams maximise their impact and effectiveness, with 14 years of clientside experience and participation in AURA and Customer Insight Forum best practise groups.
Previously, Jane was Head of Customer & Stakeholder Insight at London Underground, resulting in the improvement in recent years in real time information on the tube (train operator announcements, service status boards in ticket halls) and in the ticket machine interface. These initiatives have contributed to the steady growth in tube customer satisfaction over the past decade.
Jane also spent six years at BMRB International, now part of the Kantar Group, where she gained a wide range of experience in consumer and social research.
Alvin Jackson is a customer experience specialist with extensive experience in strategy, design and implementation. Alvin is Chief Executive of Spectrum CX Ltd, which provides training, coaching and development in customer experience. Most recently Alvin has been advising Great Western Railway on the implementation of their customer experience strategy. Before then Alvin was Consulting Director at KPMG Nunwood and a Director at Mulberry Consulting, one of the leading customer experience consultancies, where he worked with a range of clients in a variety of sectors, including financial services, travel, telcos, publishing and logistics.

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