About the course
Overview
A great customer experience online can lead to significant increases in conversion and repeat custom. This course will enable you to articulate the business case for improved customer experience, as well as providing skills to define customer needs, provide insight and implement changes.
Econsultancy’s Masterclasses are three-day intensive programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the masterclasses offer the practical training without the need for long term commitment.
Masterclasses:
- Are led by practitioner trainers
- Include access to resources to support the training
- Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training
- Lead to an Econsultancy certificate of completion
- Offer delegates the opportunity to ‘upgrade’ to an academic qualification where demand is high enough
Program
Day one
Introduction
- What is customer experience, why is it important?
- User centred design – a framework for delivering enhanced customer experience
Bedrocks and ‘rules’ for customer experience
- What usability really is
- The fundamentals of delivering usability
- Design patterns – shortcuts for specification and evaluation
Beyond usability
- Does persuasion fit ethically with creating a good customer experience?
- Designing for persuasion
Day two
Customer research
- Fundamentals of what good (and bad) customer research looks like
- Exploring the range of research methodologies from qualitative to quantitative
- Pros and cons of various research techniques
Introduction to 1-on-1 testing
- Planning
- Executing
- Analysing
- Reporting
Practical: Testing and interviewing try-outs
Day three
Planning for customer experience
- Setting appropriate goals
- Setting appropriate metrics
Extended practicals (Team working)
- Initial research
- Analysis
- Presentations
Who should attend?
Masterclasses are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.
They are also ideal for teams embarking on a new project where it’s important everyone approaches the work with a thorough understanding.
What will I learn?
On successful completion students will be able to:
- Understand the essential elements and benefits of delivering an enhanced customer (user) experience
- Understand the appropriate techniques required to deliver real insight in order to define customer wants, needs and expectations
- Define a customer (user) experience plan including goals and metrics
- Understand the essential bedrocks of delivering an excellent and optimised end to end customer journey: usability and persuasion
- Undertake basic research and evaluation to improve customer insight, validate information coming from other sources, and assess designs and interfaces for online interaction
