customer experience management · 1. learn how to interpret and analyze our customer research data...

CUSTOMER EXPERIENCE MANAGEMENTUser Guide

CUSTOMER EXPERIENCE MANAGEMENT USER GUIDE

Objectives:

The information in this booklet will help you:

• UNDERSTAND what Customer Experience learning is, why it is important and how it works

• LOG IN to the Canvas online learning portal

• PARTICIPATE in monthly group/online meeting and online discussion board

• Get ANSWERS to frequently asked questions

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A MESSAGE FROM KRISTIN GUTHRIE

Welcome to the Customer Experience (CX) Management I Certificate Program. This program is an exciting way for us to build the right foundation for exceptional customer experiences. This certificate program is specifically designed for you and is based on your ability to drive change, deliver results and lead this company toward CX excellence.

The certificate program consists of eleven (11) learning modules published in an online blackboard environment called “Canvas,” and includes two (2) CX projects for your department.

Based on learning objectives that improve behavior in a visible way rather than just sitting in a class, this program is designed to promote a collaborative, participative environment. By gain-ing new insights, exchanging experiences with peers and applying new learnings to our work today, we enrich our current environment while preparing for tomorrow.

Making the customer the center of everything we do, is the most important differentiator for usas we continue to compete for our customers’ business.

I hope you enjoy your CX learning experience!

Kristin

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TABLE OF CONTENTS

Welcome to the Customer Experience Management I Certificate Program

What is the CEM I Certificate Program? ………………………………

Why is it important? ……………………………………………………… Page 5

Getting Started in Canvas ……………………………………………… Page 6

Roles and Responsibilities ……………………………………………… Page 7

Customer Experience Modules ………………………………………… Page 8-9

Module Lesson Plans …………………………………………………….. Page 10-20

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WHAT IS THE CUSTOMER EXPERIENCE MANAGEMENT I CERTIFICATE PROGRAM?

The Customer Experience Management I Certificate Program combines online learning and group discussions that enhance your understanding and knowledge to deliver a world class customer experience. It offers the convenience of learning without the limitations of time and location.

The learning modules offered through this program have been chosen based on their profes-sional design, the practical, useful skills they teach and reinforce, their ability to be engaging, and how they can apply the application to our day-to-day decisions. The online modules use technology to deliver and facilitate learning anytime and anywhere. The module learning is delivered via text, video, audio, and virtual environments. It is also self-paced and hands-on.

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WHY IS IT IMPORTANT?

A great customer experience is one of the most important elements in today’s shrinking world, where many of our customers have infinite choices at their disposal. Customers simply expect more than just a good product or a low price; they expect a consistent, positive customer experience.

Aligned with our Strategic Plan and Vision, the CX Management I Certificate Program is designed to systematically develop and upgrade our service delivery by:

• Closing the “experience gap” in customer interactions • Advancing our Customer Experience Index Score• Advancing our employees as promoters

CX Task Force Charter

“To create the best insurance experience possible”

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GETTING STARTED IN CANVAS

Here’s a brief introduction to the Canvas system, how to navigate around it, and how to getstarted.

How do I log into Canvas?

Log into the Canvas tool via https://canvas.instructure.com/login/canvasEnter your email address and password

How do I use the Dashboard?

The Dashboard is the first thing you will see when you log into Canvas. The Dashboard helps you see what is happening in all your current courses.

You can return to your User Dashboard at any time by clicking the Dashboard link in Global Navigation. In Global Navigation, click the Dashboard link.

The Dashboard is your landing page in Canvas and displays information about yourcurrent courses. The Dashboard also contains announcements from your program administrator and an activity stream that shows recent activity in all your current courses.

The Dashboard also includes a sidebar, which contains the To Do list, and upcoming events. To change your Dashboard view, click the Settings menu and select your preferred viewing option.

How do I use the Global Navigation Menu?

The Global Navigation Menu is located on the left side of every page in Canvas. Global Navigation links provide quick access to frequently used Canvas features. These links provide access to all your courses collectively. Default links include the Dashboard, Courses, Groups, Calendar, Inbox, User Account, and the Help menu.

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ROLES AND RESPONSIBILITIES

The role of the manager/supervisor is:

• Grant team member time and support to actively participate in CX Task Force and pursue completion of CX improvements.

• Work with the Task Force member to identify two CX improvements to work on during the year; related support and mentoring.

• Provide team member time during regularly scheduled department meetings to provide updates and gather insight on CX opportunities.

• Incorporate successful participation into team member’s annual development plan.

The role of the employee is:

• Attend 80% of monthly meetings during the year.

• Complete two CX improvements/year within department.

• Provide 2-way channel for communication about CX opportunities between team members and leadership.

• Responsible for identifying and outlining selected key customer journeys within department including identification of segmentation, touchpoints and communication.

• CX certification at end of term.

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CUSTOMER EXPERIENCE MODULESModule 1Introduction to Customer ExperienceThis module provides an overview of Customer Experience Management (CEM), why it isimportant, how it is different from customer service, the CX keys to success, and how successcan be measured. We will discuss the CEM goal to optimize interactions from the customer’sperspective and foster customer loyalty.

Module 2Identifying Customer Pain PointsThis module covers the importance of listening carefully and intelligently to the voice of thecustomer across every channel, and at each stage of the customer’s journey. The insightsgained form the basis for predictive analysis and – the critical stage – for action that improvesthe customer experience. We will examine our policyholder and agent research data and whatit is telling us, and begin identifying CX projects.

Module 3Leading Change - Critical First Steps (1 of 3)This module covers the fundamental building blocks for your change initiative. Once a pain point has been identified and prioritized, how do you move forward and gain buy-in?. We will discuss how to scope a project; and how to lead change by navigating the organizational politics, how to achieve acceptance, and gain team clarity.

Module 4Creating a Shared Need (2 of 3)This module continues to build on the CX change management efforts from module 3 andfocuses on creating a shared need. We will discuss the stakeholder list as well as threats andopportunities of the customer experience change.

Module 5 Mobilizing Commitment (3 of 3)This module focuses on identifying important stakeholders and developing a strategy forpersuading influential stakeholders to support the change, and set an example by demonstrating the desired behavior.

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Module 6Creating an Effortless Experience - Building the Business CaseThis module covers how reducing customer effort (CE) is one of the important attributes of thecustomer experience. Customer effort is not just about what a customer has to do, but alsohow he or she feels about an interaction. We will review the Customer Experience Index toolto gain a deep and actionable understanding of the quality of our customers’ experiences, andevaluate competitive benchmark data to see how we stack up against our peers.

Module 7CX Return on Investment This module covers a critical aspect of getting budget approval: understanding the link between customer experience and business results. With this information, leaders can makeinformed decisions about how much incremental money, time, and effort they need to investon making CX changes. Module 8Understanding the CompetitionThis module covers how greater competition and growing consumer power have erodedtraditional product- and service-based differentiation, forcing companies to seek new, moredurable forms of competitive advantage. We will learn about why customer experience is asustainable source of competitive differentiation, and discuss how our competitors are usingcustomer experience to gain market share.

Module 9Mapping the Customers JourneyThis module delivers training on the customer journey map, which is a visualization of theprocess that a customer goes through in order to accomplish a goal. We will discuss how thejourney map is used to understand and address customer needs and pain points. Module 10The Future of CXThe future is full of opportunities and challenges. For businesses, striking the right balancewith customers in a fast-paced world is one of those enormous challenges. We will discusswhat this means for customer experience and how we should prepare for the future.

Module 11Pricing PsychologyThis module provides an overview on the psychology behind pricing. Whether you are marketing a new product, selling an existing product or service, or negotiating a deal, you will learn the tricks to make your price seem lower.

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LESSON PLANSMODULE 1 INTRODUCTION TO CUSTOMER EXPERIENCE Purpose: This module provides you an overview of customer experience and outlines the im-portance of understanding our business from the customer’s perspective. Learn the practice of designing and reacting to customer interactions for the purpose of meeting or exceeding our customers’ expectations.

Course Length: • January 30 – February 26 References: • Bruce Temkin, Co-Founder &

Chair, CXPA & Managing Partner, Temkin Group

• Jeanne Bliss, Co-Founder & Chair, CXPA & President, CustomerBliss

Logistics:• Monthly team meeting• Access to Canvas tool module

materials and discussion board

Facilities & Equipment:• In-person: ICW Meeting

Room #Visionary, Remote: GlobalMeeting dial-in - 1-720-279-0026, 741034#

• Computer with Internet connection to Canvas tool

Module materials:• Reading: Customer Experience

Overview• Discussion Board: Questions

from Reading • Department Discussion:

Customer Experience Blog• Video: What is a value-added

task? (Optional)

Knowledge Objectives:1. Identifying what matters most to customers2. Deliver consistent, positive service experience

with every customer interaction3. Retain existing customers and grow new customer

relationships Learning Objectives:1. Introduce Customer Experience and why it’s

important2. Understand the difference between Customer

Experience vs Customer Service3. Explain the keys to success in Customer Experience4. Learn how to measure success5. Understand the customer transformation journey6. Explain the role of leadership in Customer

Experience7. Learn how surveys and metrics factor into

Customer Experience Assessment method:1. Group meeting discussions2. Participation in discussion board forum3. Discussion board posts reflect an understanding of

the topic and contributes to the quality of the group discussion by writing thoughtful responses that engage peers in further discussion.

Prerequisite: None

Topics covered:• Customer Experience

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MODULE 2 IDENTIFYING CUSTOMER PAIN POINTS Purpose: This module provides you an in-depth review of recently collected Voice of the Cus-tomer (VOC). And offers tools you can use to identify and prioritize customer pain points within your department.

References:• Scott Buchanan, Director of

Marketing, Medallia






Module materials:• Audio: Customer Experience

Brainstorm Podcast • Discussion Board: Brainstorm

exercise results• Template: Project Charter • Department Discussion: Customer

Experience Blog• Video: Creating SMART Goals

(Optional)• Video: What is an effective

problem statement (Optional)• Video: A closer look at problem

statements (Optional)

Knowledge Objectives: 1. Learn the meaning behind our customer feedback

and rating2. Understand how our customers view and value

our products and services3. Understand where we are delivering on our

promise to our customers, and where we are not

Learning Objectives:1. Learn how to interpret and analyze our customer

research data2. Identify areas you touch the customer and how to

make the experience score a “10”3. Learn the elements of a project charter4. Identify a CX project and complete a project charter

Assessment method:1. Group meeting discussion2. Conduct brainstorm exercise with your department3. Participate in discussion board forum; publish brain-

storm exercise results4. Create a CX project charter

Prerequisite: Complete assignments in module 1.

Topics covered: • Voice of the Customer• Project Charter

Course Length: • February 27 – March 26

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MODULE 3 LEADING CHANGE – CRITICAL FIRST STEPS Purpose: This module covers the fundamental building blocks for your change initiative. Once a pain point has been identified and prioritized, how do you move forward and gain buy-in? We will cover the first component of navigating the politics of change – Leading Change. You will learn a methodical approach that helps turn politics to optics, and launch the metamorphosis acceleration process (MAP) with two tools – In-Scope/Out of Scope and GRPI (Goal, Roles, Plans and Interpersonal).

References:• Kristin Guthrie, Navigating the

Politics of Change, Rutgers University






Module materials:• Meeting Discussion: Presenting to

the C-Suite• Video: Navigating the Politics of

Change – Leading Change • Template: In-Scope/Out of Scope

and GRPI • Department Discussion: Customer

Experience Blog

Knowledge Objectives: 1. Understand the common language of politics, and

how change affects people2. Understand why we need a methodology to lead

change and to navigate politics to garner acceptance

3. Understand how the GRPI tool assesses the align-ment of team members around project objectives and how the objectives will be accomplished

Learning Objectives:1. Apply the In-Scope/Out of Scope tool to your

project charter2. Apply the GRPI tool to your project charter

Assessment method:1. Group meeting discussion2. CX Project Report Out3. Evaluate In-Scope/Out of Scope and GRPI tool

results4. Evaluate discussion board question posts


Topics covered: • Organizational Politics• MAP Tools

Course Length:• March 27 – April 23

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MODULE 4 CREATING A SHARED NEED

Purpose: This module covers the next step in deploying an impactful solution – Creating A Shared Need. We will learn about two tools to incorporate into our methodology to drive ac-ceptance in the MAP process. We will discuss stakeholders as well as threats and opportunities of the customer experience change.








Module materials:• Video: Navigating the Politics of

Change – Creating a Shared Need• Discussion Board: Politics of

Change Questions• Template: Stakeholder List • Department Discussion: Customer

Experience Blog

Knowledge Objectives: 1. Understand who is a stakeholder and how they

are affected by the outcome of change2. Examine stakeholder predisposition to support

or resist 3. Understand the elements of the Stakeholder List

and measure influence

Learning Objectives:1. Identify the Stakeholders and their relation to your

project charter2. Apply the Map tool (Stakeholder List) to your

project charter

Assessment method:1. Group meeting discussion2. CX Project Report Out3. Evaluate Stakeholder List results4. Evaluate discussion board posts


Topics covered: • Identifying Project Stakeholders• MAP tool – Stakeholder List

Course Length:• April 24 – May 28

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MODULE 5 MOBILIZING COMMITMENT

Purpose: This module covers the final step in creating a successful transformation plan – Mobilizing Commitment and Assessing Work Systems. We will learn how to take our stakeholder results and build a plan; focusing on what we want and need our stakeholders to do, and how we can ensure it’s visible across the organization. We will review the Work System Analysis tool for potential systemic barriers to either stakeholder or fast follower support.








Module materials:• Meeting Discussion: Managing

stakeholders to prevent scope creep; Video – The Bradley

• Video: Navigating the Politics of Change – Mobilizing Commitment & Assessing Work Systems

• Discussion Board: Politics of Change Questions

• Template: Stakeholder Engage-ment Strategy, Work Systems Analysis Tool

• Department Discussion: Customer Experience Blog

Knowledge Objectives: 1. Understand how to develop a stakeholder

engagement strategy2. Understand the evolution of changes over time3. Understand how the work system analysis tool

removes systemic issues

Learning Objectives:1. Identify “what’s in it” for stakeholders2. Develop a stakeholder engagement strategy3. Drive behaviors to mobilize commitment4. Apply the work system analysis tool to your project

Assessment method:1. Group meeting discussion2. Evaluate Stakeholder Engagement Strategy results3. Evaluate Work System Analysis tool results4. Evaluate discussion board question posts 5. Participation in Card Drop exercise

Prerequisite: Complete assignments in module 4

Topics covered: • Managing Stakeholders• Stakeholder Engagement Strategy• Changes Over Time• Work Systems Model

Course Length:• May 29 – June 25

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MODULE 6 CREATING AN EFFORTLESS EXPERIENCE – BUILDING THE BUSINESS CASE

Purpose: This module provides an overview on how to build a business case for reducing cus-tomer effort. We will watch a short video on Customer Experience ROI and learn about the Cus-tomer Experience Index; what data is captured, how it is used and how to isolate improvements that have the biggest impact on revenue and customer satisfaction.

References:• CEB White Paper, cebglobal.com






Module materials:• Reading: Building a Business

Case for Customer Effort• Discussion Board: Customer

Effort questions• Department Discussion:

Customer Experience Blog

Knowledge Objectives: 1. Understand how reducing customer effort

contributes to the customer experience2. Understand the components of the Customer

Experience Index and how it is calculated 3. Understand how to analyze the Customer Experi-

ence Index quality data and identify improvements

Learning Objectives:1. Deep and actionable understanding of the quality

of our customers’ experience2. Competitive benchmark data to gauge our

performance to our peers3. Ability to model the improvements that will have

the biggest impact on revenue and customer satisfaction

Assessment method:1. Group meeting discussion2. Evaluate discussion board question posts 3. CX Project Report Out


Topics covered: • Customer Experience Index• Customer Effort

Course Length:• June 26 – July 30

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MODULE 7 CX RETURN ON INVESTMENT

Purpose: This module covers the connection between customer experience efforts and the Return on Investment (ROI) of those activities. We will examine how customer experience transformation efforts bring benefits like increased customer retention and greater cross-sell opportunities.

References:• Watermark White Paper,

www.watermarkconsult.net






Module materials:• Reading: The 2016 CX ROI Study• Discussion Board: CX ROI

Questions• Department Discussion:


Knowledge Objectives: 1. Understand how to quantitatively measure the

ROI of our CX efforts2. Understand what should be measured on the

business side and CX side 3. Understand the correlation between business and

CX measurements to determine ROI

Learning Objectives:1. Deep understanding of how to measure the ROI

for your CX efforts

Assessment method:1. Group meeting discussion2. Evaluate discussion board question posts 3. CX Project Report Out


Topics covered: • CX ROI• Project Exhibition Preparation• CX Day Awareness Campaign

Course Length:• July 31 – Aug 27

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MODULE 8 UNDERSTANDING THE COMPETITION

Purpose: This module provides an overview on why customer experience is a sustainable source of competitive differentiation, and discusses how our competitors are using customer experience to gain market share. We will watch a brief promotional video by a competitor and discuss the challenges our business faces today. And participate in a customer focused organization chal-lenge video.

References:• Skillsoft Challenge Video and

Exam






Module materials:• Skillsoft Challenge Video:

Creating a customer focused organization

• Exam: Skillsoft Video• Department Discussion:


Knowledge Objectives: 1. Understand our competitors CX maturity and the

challenges/opportunities that presents to our business

2. Understand what we can do to overcome our business challenges

3. Test our decision making skills – are we making customer focused decisions?

Learning Objectives:1. Gain understanding of the CX baseline in our

industry. 2. Gather a basic understanding of what our competi-

tors are doing; product and service offerings3. Identify potential competitors who might enter our

market and differentiating based upon CX.

Assessment method:1. Group meeting discussion2. Skillsoft Challenge Video: “Creating a customer

focused organization” and achieve 90% or greater on exam


Topics covered: • Industry Competition

Course Length:• Aug 28 – Sep 24

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MODULE 9 MAPPING THE CUSTOMERS JOURNEY

Purpose:This module provides an overview on the importance of customer journey mapping and how it is used to: plan and deliver timely and relevant interactions with our customers, improve customer relationships, and capitalize on the “moments of truth.”

References:• Skillsoft Video






Module materials:• Skillsoft Video: UX Foundations –

Customer Experience Maps• Discussion Board: CX Maps

Questions• Department Discussion:

Customer Experience Blog• TedTalk Video: Meaningful

micro-engagements (Optional)

Knowledge Objectives: 1. Understand how to optimize touchpoints

through the customer journey map2. Understand how to accurately track the

touchpoints and how our customers interact with them

Learning Objectives:1. Ability to create a customer journey map and

identify critical customer interactions

Assessment method:1. Group meeting discussion2. Evaluate Customer Journey Map3. Skillsoft video: UX Foundations – Customer

Experience Maps


Topics covered: • Customer Interactions• Journey Maps

Course Length:• Sep 25 – Oct 29

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MODULE 10 THE FUTURE OF CX Purpose: This module provides an overview of the top trends driving the future of customer experience and what this means for our customers and our business.

References:• Skillsoft Challenge Video:

“Moments of Truth” and achieve 90% or greater on exam






Module materials:• Skillsoft Challenge Video:

Moments of Truth• Exam: Skillsoft Video• 2018 CX Trends Infographic• Department Discussion:


Knowledge Objectives: 1. Understand how the CX evolution will affect our

customer expectations and how the “great CX” measuring stick will change.

Learning Objectives:1. Identify future challenges in customer experience

for our business

Assessment method:1. Group meeting discussion2. Skillsoft Challenge Video: “Moments of Truth”

and achieve 90% or greater on exam


Topics covered: • Future of CX• Forrester Predictions

Course Length:• Oct 30 – Nov 26

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MODULE 11 PRICING PSYCHOLOGY Purpose: This module provides an overview on the psychology behind pricing. Whether you are marketing a new product, selling an existing product or service, or negotiating a deal, you will learn the tricks to make your price more palatable.

References:• Nick Kolenda, Koleda Group LLC Logistics:• Monthly team meeting• Access to Canvas tool module

materials and discussion board Facilities & Equipment:• In-person: ICW Meeting


• Computer with Internet connec-tion to Canvas tool

Module materials:• YouTube Video: How Does Sub-

conscious Influence Really Work?• Reading: Pricing Psychology• Department Discussion: Customer

Experience Blog

Knowledge Objectives:1. Understand how pricing can influence our

customers’ perception.2. Understand how to motivate our customers

to buy.

Learning Objectives:1. Identify pricing strategies to help justify your

price more easily to our customers. Assessment method:1. Group meeting discussion2. Evaluate discussion board question posts Prerequisite: Complete assignments in module 10. Topics covered: • Pricing Strategy Course Length:• Nov 27 – Dec 14

customer experience management · 1. learn how to interpret and analyze our customer research data...

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