We help Clients build their internal CX capability.
Most of our Clients want to build and develop their inhouse Customer Experience capability. This can range from upskilling their people so they can lead Journey Mapping projects unsupported by external experts, through to building a CX Team capable to leading customer centric, cross-functional change.
We help organisations achieve this in a number of ways including, team structure and design, creating job descriptions, interviewing candidates, mentoring staff, providing on the job training and knowledge transfer through to formal training.
As well as delivering training for our Clients our team has taught for University of Surrey, eConsultancy and London School of Business.
CX Team structure and design
Customer Journey Consultancy have worked with very large and very small teams responsible for delivering CX. We have seen the advantages and disadvantages of a centralised Vs a decentralised approach to customer experience management.
We have also helped Organisations as diverse as AXA Wealth, National Trust, HomeServe and Workspace among others to create or restructure their CX teams.
We advise on the size, structure and responsibilities of a team. We also define what competencies and level of gravitas different CX roles need to have. We use that knowledge to build job descriptions and to help recruit, interview and induct new team members.
To read more about our work in this area download our AXA Wealth Case History.
“Customer Journey Consultancy helped us restructure and reinvigorate our Customer Experience capability.
With CJC’s help and leadership we have developed a clear and powerful understanding of how we can transform customer interactions to drive sustainable, profitable, competitive advantage. We are now working hard on implementation.
As a result, I can happily recommend Customer Journey Consultancy. “
Tom Wilkinson, Marketing Director, AXA Wealth
On the job training and knowledge transfer
As standard, and at no cost we provide on the job training and knowledge transfer.
In combination with formal training this is the most effective way to upskill your team. Clients can nominate members of their team to work with delivering Customer Journey Mapping, or a change programme. We lead delivery and ensure the highest standards are maintained. However we talk them through each stage explaining what we are doing and why. We also get them to observe every stage and to gradually take greater responsibility as their confidence grows. Our objective is to get them to a stage where they are happy to lead a similar project unsupported by external experts.
This is exactly what our Client NHS Property Services asked us to do. They had three team members who had never led Customer Journey Mapping projects before. They shadowed our team as we delivered the first phase of Journey Mapping and gradually played a more central role, supported by regular one-to-one sessions with our team of consultants. They went on to deliver four customer journey maps completely unsupported by us.
You can read the full NHS Property Services case history here.
Formal bespoke training
Our courses are not led by trainers but by market leading practitioners. People with years of experience in developing and running CX programmes and using (and often developing) techniques to drive successful change within organisations. All have worked in senior Client-side roles as well as being successful consultants. Most have also backed up their working experience with high level academic achievements such as an MBA.
We deliver formal training face to face and remotely. See our recent blog on remote CX training and the impact video conferencing has on the quality of learning.
What a typical course includes
Our courses all include five elements:
· Theory. The academic research that underpins Customer Experience practice
· Case Histories. What other organisations have done, what they learnt and, where confidentiality allows, what they achieved
· Techniques and ‘How to Guides’. Detailed step-by-step guides to the techniques your team will use in your organisation
· Hands on practice. Using challenges your organisation is facing we will get the team to apply what they have learnt to both generate instant results and help them hone their skills
· A leave behind manual and further reading
Our standard, one-day courses with all of the five elements detailed above cost £2,000 + VAT and travel at cost.
We are happy to further tailor our courses to meet your exact requirements. Please contact us to discuss.
We build the exact content of any formal training on each Client’s exact requirements. We will also frequently invite a guest speaker to share their experiences of improving customer journeys. For example Heathrow recently joined us to speak about how they used Customer Journey Mapping in their ‘Transforming Heathrow through service programme’
Here are the six topics that Clients most commonly ask us to feature in our formal training programme.
Customer Journey Mapping
This can be run as a one or two-day course and is available for up to 12 delegates. This course is a hands-on, head-up workshop where on of your own customer journeys is mapped at a high level. We use real-world challenges to help delegates get to grips with the techniques involved and to think though how the insights revealed by the mapping can be used to drive change that will measurably improve the customer experience.
Although tailored to your requirements the Agenda typically includes:
· The business case for Customer Journey Mapping
· How you can use personas to inform Journey Maps
· Planning a mapping project
· What to map and why
· How you can use qualitative research, KPIs and MI to enhance and quantify your journey maps
· Using journey maps to drive change
In this course we help delegates to understand the difference between Personas, Segments and Personalisation. We also get them to explore how different types of people can need very different things from an organisation.
Using examples from other organisation and interactive exercises we teach your team how to use personas to design and deliver interactions to meet the needs of different types of customer.
Finally will work with the team to help them create Personas of their customers that they can begin to use in their day-to-day work.
Customer insight MI and KPIs
We start this course by talking about the power of customer emotions and why it is important to understand how customers feel as well as to measure what they what they do.
This unit works closely with the Course on Personas and we show how you can use Personas to inform customer research, and use customer research to enhance your personas.
We review the most important CX KPIs and discuss the pross and cons of each, how you measure them and how different score translate into retention and sales.
We end the day exploring how KPIs are often used to justify inaction and how organisations can transform that so CX KPIs become a powerful driver of change.
Delivering CX change
We help staff understand why changing the Customer Experience can be difficult to achieve. Our hands on Stakeholder Management exercise provides a real demonstration of the importance of stakeholder management for most CX and Mapping projects.
We provide a programme blue-print that shows how techniques including Personas, Customer Journey Mapping, Service Design, Programme Management and Continuous Improvement can be combined to deliver a roadmap to success.
Finally using one real world challenge your organisation faces we get the teams to develop a project plan that will allow them to understand the As Is Customer Experience, design an improved service experience, prototype and test changes, measure impact and roll-out the successful implementation.
In this course we help delegates to understand the overlaps between Customer Journey Mapping and Service Design. We help them understand how design principles and approaches like the ‘Double Diamond design model’ can be applied to real world problems.
Looking at one aspect of your own business we use the Kano mode to explore underlying behaviour that determines how customers’ value different aspects of services and physical products. We also look at Service Blueprints as a technique for creating a detailed plan of a new service.
During the last part of the day we then work as a group to apply a service design approach to your business and to develop a new or improved service