Customer Experience Program Curriculum

Customer Experience is multi-faceted and relies on the strong relationships you build with your customers. The Customer Experience Certificate Program meets the same high academic standards of  the George  Washington University School of Business graduate programs, with a challenging interdisciplinary curriculum designed to prepare CX professionals to excel in their field.
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Roll up your sleeves to solve real-world challenges and use practices developed by top companies.

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MODULE 1:
​YOUR Customer Experience Strategy
​Learn how creating a compelling customer experience strategy can lead to a competitive advantage in the market. When introducing a customer-centric culture to your organization, you’ll need leadership buy-in. The George Washington School of Business encourages discussions with senior management. We focus on the benefits of CX, achieving a higher level of customer engagement and loyalty, reducing churn, and increasing revenues and ROI.

• Discuss the components of an active and strategic customer experience plan
• Develop a clear vision of your organization’s customer experience program
• Identify the goals, milestones, and road map to achieve your customer experience vision

MODULE 2:
YOUR Customers, THEIR Experience Journey
​Learn how to craft Customer Experience Journey Maps to understand your customers’ complete journey with your company and the personas of those customers who are using your products and services. The Journey Map is perhaps your most important tool for capturing your customer’s actual experiences with your brand. Study and analyze your customer’s interactions, emotionally and cognitively, with your company. Discover how to use these strategic tools for communications, analysis, planning, management, and innovation.

• Develop customer personas for your ideal target to better understand what impacts your customer’s decisions
• Identify customer views of interactions across multiple touchpoints
• Use journey maps to capture competitive intelligence and to develop channel and content strategies

MODULE 3:
Customer-Focused Innovation
​The bar for Customer Experience has raised. Savvy companies are adopting innovation and new technologies to keep pace with the consumer’s expectations. Customer-Focused Innovation is a blend of theory, practice, strategy, and invention. CX innovation doesn’t start with a problem statement; it begins with your customer. Learn techniques to break through the culture barrier at your company.

• Apply creative strategies that support innovation
• Gain insights to understand the needs of your customers
• Work to improve the customer experience while adding value they’ll rave about

MODULE 4:
Customer First Culture
​Today, the customer is almighty. Now is the time to educate yourself and your workforce to create a customer-first culture that positions you for the greatest, long-term success. This strategy isn’t about “blowing up” your current culture; it’s acting together to make a difference in how your brand is perceived.

• Accept the reality that your customer experience will never exceed your employee experience
• Engage the hearts and minds of your people
• Define “how to work together” to deliver your brand promise and exceptional customer experiences

MODULE 5:
Principles of Customer ​Relationship Building
Customer Experience is multi-faceted and relies on the strong relationships you build with your customers. Use the Customer Relationship Development Model to identify and define core elements to build relationships and improve overall experiences. Through collaboration and ideation, you create a maturity matrix specifically for your business.

• Apply modern ideation and relationship-building models
• Develop your own Customer Experience based Customer Relationship Maturity Matrix
• Discover essential elements and apply the Technology Framework for CRM and Customer Experience

MODULE 6:
​Customer Experience Functional Alignment
​Show the value of customer experience strategies and programs and tie the benefits directly to business operations and profits to ensure success. Collaborate with peers and other disciplines to implement programs that benefit your customers while meeting financial and operational commitments.

• Assess the value of customer experience in connection to nine foundational business building blocks
• Eliminate silos, break down barriers and establish a collaborative approach
• Establish Customer Experience Advisory and Leadership models that align to business growth

MODULE 7:
​Accelerate & Improve Decisions with Data
​Inform your CX Decisions with data. An effective Customer Experience initiative requires that you connect the dots between your customers’ brand perceptions. All data needs to be readily available in one place. The customer will access your company through various touchpoints; however, whichever department is interacting with your customer needs to see this as one conversation. To ensure your ROI, customer churn rates, share of wallet, Net Promoter Scores, average handling times, and cost of acquisition, all need to tie to your CX program.

• Learn best in class processes that drive ongoing business performance.
• Link customer experience perceptions with your operational costs
• Set, monitor, and continuously update actionable metrics to drive the desired results

MODULE 8:
Customer Experience in your Organization-Navigating Politics of Change
​Change is hard, people are resistant, and the market is becoming more fiercely competitive every day. Organizations must quickly evolve or be left behind. It takes an exceptional leader to navigate these waters and get your entire organization marching to the same drummer. Arm yourself with these essential leadership skills.  

• Discover how to drive adoption across your entire organization
• Successfully jumpstart your role by gaining quick wins and bring others along with you
• Become a successful change-agent for experience-first thinking and inspire change

Capstone Project The Customer Experience Portfolio
During the program, you’ll work on your Capstone Project to apply your learnings toward a real or hypothetical real-world problem that you will solve during the eight-module program. By the end of the class, you will have completed your very own Professional Customer Experience Portfolio.