Customer Experience Innovation

Trains participants on customer experience as the focal point of modern marketing management and the capabilities needed to both manage and activate modern marketing initiatives to drive growth. The course will focus on how to data and technology with AI and Machine Learning to innovate the overall customer experience. A Customer-Centricity simulation is taken at the end of the course.
Primary Goal: Upskill the marketing organization on customer-centric marketing.

Number of Modules: 7

Number of Participants Per Cohort
(Min – Max): Up to 30

customer-experience01

Modern Marketing Management Part 1 -Capabilities

Introduction to Modern Marketing Capabilities: Strategy and Insights, Creative & Content, Media and Channel Activation, Customer Experience and Personalization, Measurement and Marketing ROI, Product and Pricing.

customer-experience02

Modern Marketing Management Part 2 - Enablers

Introduction to Modern Marketing Enablers: Organizational Design & Culture, Agile Way of Working, Talent and Agency Management, Data and Technology.

customer-experience03

Brands as Platforms

Transition from relying on brand attributes to a platform strategy that drives stakeholder engagement. Growth strategies involving collaborators and the digital data/insights that can be monetized by creating new markets, forms of engagement and opportunities.

Building Brands through Customer Engagement & TCV

Use “Total Customer Value (TCV)” to create a customer engagement strategy that delivers a superior customer experience. Students will learn how to use analytics to drive higher engagement and value with target customers.

Customer Intelligence & Causal AI

Use techniques like NLP* to build robust customer intelligence and causal Machine Learning (ML) models to explain and predict behaviors and outcomes.

AI & Analytics

How to use AI and analytics to become an organization that assumes a market-driving position of leadership by becoming an insights-driven firm.

customer-experience07

Customer-Centricity Simulation

Pull everything together and apply what you learned in a highly interactive simulation developed by the Wharton School of Business. Students will participate in a live simulation moderated by the professor.