Customer Experience - Understanding and Improvement

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


Harassment and Safeguarding Policy

By booking this event, you agree to abide by the MRS Harassment and Safeguarding Policy. A copy of the policy can be viewed here: MRS Event Harassment and Safeguarding Policy.

MRS is committed to providing a safe, inclusive and respectful environment for all attendees. Failure to adhere to this policy may result in you being asked to leave the event without a refund. In addition, MRS reserves the right, at its discretion, to refuse future bookings and attendance at MRS events.

If at any point during the event you experience or witness anything concerning, please speak to a member of the MRS team immediately so we can address it promptly and appropriately.

If you wish to raise a concern after the event, please email conference@mrs.org.uk. Concerns will be handled sensitively and proportionately, and MRS may take action where expected standards are breached.