Executive Certificate: Marketing Strategy, Customer Experience Management, Generative AI GPT, Segmentation, CJM, CX, VoC
What you will learn
Introduction to Customer Experience Management
Theory Overview
High-Level Frameworks
CX Principles
Customer Segmentation and Persona Development
Service Recovery and Complaint Handling
Customer Journey Optimisation
Service Blueprinting and Process Design
AI, Generative AI, GPT Usage
Voice of the Customer (VoC) Analysis
Emotional Experience Design (EED)
Lifetime Value (LTV) and Customer Lifetime Value (CLV)
Introduction to Product Development and Management
Introduction to Marketing Management
Marketing Environment Analysis
Market Segmentation, Targeting, and Positioning
Consumer Behaviour and Decision-Making Process
Marketing Strategy Development
Strategy Formulation
Pricing Strategies and Pricing Decisions
Integrated Marketing Communications (IMC)
Add-On Information:
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- Strategic Integration of Marketing & CX: Master the design of cohesive strategies that seamlessly blend marketing objectives with unparalleled customer experiences, driving brand loyalty and sustainable growth.
- AI-Powered Customer Engagement: Apply Generative AI and GPT technologies to predict customer needs, personalize interactions at scale, and automate intelligent responses for hyper-relevant journeys.
- Architecting Future-Ready Experiences: Develop expertise to continuously innovate and adapt CX strategies, ensuring enduring customer satisfaction in evolving market landscapes.
- From Insight to Impact: Transform Voice of the Customer (VoC) data into actionable strategies for service recovery, process refinement, and emotional experience design, enhancing customer delight.
- Quantifying CX Value: Measure and articulate the tangible ROI of CX initiatives, building a strong business case for CX excellence within your organization.
- Cultivating a Customer-Centric Culture: Champion and embed a customer-first mindset across all departments, fostering an organizational culture dedicated to superior service and engagement.
- Designing End-to-End Customer Journeys: Orchestrate seamless, multi-channel customer interactions, from initial awareness and acquisition through to advocacy and long-term retention.
- Competitive Differentiation through CX: Leverage exceptional customer experiences as a powerful differentiator, setting your brand apart in crowded markets for sustainable competitive advantage.
- Strategic Product & Service Innovation: Infuse customer insights directly into the product development lifecycle, ensuring offerings are perfectly aligned with market demand and user needs.
- Ethical AI in Customer Relationships: Explore responsible deployment of AI tools to enhance customer trust and maintain privacy, balancing innovation with integrity.
- Optimizing Marketing ROI: Develop sophisticated methods for market segmentation, targeting, and positioning, ensuring marketing resources are allocated effectively for maximum impact.
- Crafting Persuasive Value Propositions: Articulate compelling value propositions that resonate deeply with diverse customer segments, influencing purchasing decisions and fostering strong brand preference.
- Unified Communications Strategy: Master integrated marketing communications (IMC) campaigns delivering consistent, impactful messages across all touchpoints, reinforcing brand identity and CX.
- Predictive Customer Behavior Analysis: Utilize advanced analytics to forecast customer trends, enabling proactive strategy adjustments and personalized outreach.
- Building Long-Term Customer Value: Implement strategies focused on increasing Customer Lifetime Value (CLV) by fostering loyalty, repeat business, and turning satisfied customers into brand advocates.
- PROS:
- Holistic Skill Development: Gain a comprehensive executive-level understanding that merges advanced marketing strategy, cutting-edge CXM, and practical AI application.
- Immediate Practical Application: Acquire frameworks and methodologies directly applicable to real-world business challenges, enabling you to drive tangible improvements from day one.
- Future-Proof Your Career: Position yourself at the forefront of digital transformation by mastering AI integration in both marketing and customer experience, a critical skill for future leadership.
- CONS:
- Intensive Executive Commitment: The breadth and depth of topics covered demand a significant time investment and prior foundational understanding to fully leverage the program’s value.
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