Introduction to Customer Experience

Managing the customer experience is fundamentally important to all organisations

Optimising the customer experience brings competitive advantage and often greater efficiency too. It has great potential to add value to the bottom line. There is a growing recognition that this is an area in which corporate 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 how to go about it, it becomes much more achievable.

Learning Outcomes/Learning Objectives

• Understand what customer experience is, why it’s important and what managing it involves
• Understand the tools and techniques used to measure and analyse the customer experience and to decide which improvements to make
• Know how to inspire people to want to improve the customer experience

During the workshop you will:

• Develop an outline CX strategy for your organisation/client
• Create a customer journey map for your organisation/client
• Formulate a business case to improve the customer experience

Who will benefit?

• Corporate Insight team members (with or 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

Course Delivery Mode

Online

Trainer Biographies

Jane Wooley is a customer insight consultant, helping customer insight teams to maximise their impact and effectiveness. To do this she brings to bear her expertise in customer insight best practice, gleaned from 14 years of corporate customer insight team experience and from her active participation in AURA and IMA best practice organisations.

Prior to becoming a consultant, Jane was Head of Customer & Stakeholder Insight at London Underground. She brought the team from being market research service providers to strategic protagonists of the customer perspective. Her work in the customer experience arena at London Underground resulted in improvements to real time information on the Tube (eg train operator announcements, service status boards in ticket halls) and in the ticket machine interface. These initiatives contributed to the steady growth in Tube customer satisfaction during that time.

Jane also spent six years at market research agency, 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 Managing Partner at Black Cat Partners LLP. Until May 2025 Alvin was Head of Customer Experience at CalMac Ferries Ltd.

Before that Alvin worked with Southeastern Railway on the design and implementation of a wide-ranging customer experience strategy that has delivered considerable tangible benefits including a sustained improvement in customer satisfaction and NRPS scores. He has also advised Great Western Railway on the implementation of their customer experience strategy.

For three years, Alvin was Consulting Director at KPMG Nunwood where he helped to guide the business’s transition to customer experience consulting and he led a number of large-scale customer experience projects, in utilities, travel and financial services. Prior to joining KPMG Nunwood, Alvin was 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.

Alvin has worked with some of the UK's largest organisations helping them improve their approach to customer experience management.

Alvin has an MBA from Imperial College Business School where he specialised in customer focused strategy.

Testimonials

"Brilliant"

Pete Carl - BT, November 2022

"Very insightful, and well presented!"

Barbara Macaulay - Ipsos UK, November 2022

"A great introduction to CX and an inspiration to adopt it. Very CX-y training!"

Ann-Marie Greensmith - Kudos Research, December 2021