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How to lead CX & Go-to-market strategy

2 hours

Waymaker Academy

Course overview

This course delves deep into the intricacies of CX and its role in shaping go-to-market strategies. Through a comprehensive exploration of the customer journey, the course will equip leaders with the tools and insights needed to optimize their customer experience, ensuring alignment across teams and a clear promise to the market.

Most importantly leaders will learn how to design and plan their customer journey, set the right metrics across sales, marketing, and service, and learn how to write a CX Promise – a foundational statement on why customers should buy from you.

This course teaches participants how to answer Question 5 from the 7 Questions – an agile strategic planning framework.

Q5: What is our customer’s experience, how do we acquire, retain, and grow customers through our personality & promise, and what improvements need to be made?

Learning outcomes

Upon completion of this course, participants will be able to:

  1. Understanding Customer Experience (CX):
    • Define the concept of customer experience and its role as a revenue growth engine.
    • Differentiate between customer service and customer experience, understanding the broader scope of CX.
    • Recognize the historical evolution of the customer-seller relationship, from ancient trade routes to the digital age.
    • Understand the significance of the experience economy and its implications for businesses in the digital age.
  2. Understanding the Waves of Transformational Change in CX:
    • Identify and describe the five waves of transformational change in the customer experience economy.
    • Understand the historical context and significance of each wave, from sales automation to the rise of artificial intelligence.
  3. The Importance of the Customer Journey:
    • Grasp the significance of the customer journey in aligning teams and executing business strategies.
    • Understand the transition from vision, market, strategy, and business model to execution through the customer journey.
    • Recognize the role of various touchpoints in shaping the customer journey, from initial research to post-purchase interactions.
  4. Framing the Promise to Market:
    • Develop skills to articulate and communicate a clear promise to the market, ensuring alignment with the customer experience.
  5. Optimizing the Customer Experience:
    • Identify potential areas of improvement in the customer experience.
    • Understand the value of customer experience over traditional brand awareness in the modern business landscape.
    • Recognize the impact of digital transformation, automation, machine learning, and analytics on shaping and enhancing the customer experience.
  6. The Two Experiences that Matter:
    • Understand the intertwined nature of customer and employee experiences and their paramount importance in organizational success.
    • Recognize the holistic nature of the term ‘customer experience’, encompassing product, service, online/offline interactions, and brand touchpoints.
    • Grasp the significance of the employee experience, considering every touchpoint an employee encounters, both physically and digitally.
  7. Understanding the Four Vs in Customer Journey Metrics:
    • Define and differentiate between Volume, Velocity, Visibility, and Value in the context of the customer journey.
    • Recognize the importance of tracking these metrics to improve the customer journey.
  8. Key Success Metrics in Business:
    • Understand and calculate various success metrics, including CSAT, NPS, CES, Customer Retention Rate, CLTV, Churn Rate, First Response Time, Resolution Time, and Website Conversion Rate.
    • Recognize the significance of each metric in evaluating business performance and customer satisfaction.
  9. Sales and Marketing Metrics:
    • Grasp key sales and marketing metrics, such as Sales Revenue, Sales Growth, CAC, Sales Pipeline Value, Sales Cycle Length, Lead Generation, Conversion Rate, ROI, and Brand Awareness.
    • Understand how these metrics influence business strategies and outcomes.

This course is sales, marketing, and service leaders who are seeking to build highly effective customer experiences.

Waymaker Academy is open to all users of Waymaker, even if you do not have an app license yet.

To get started, choose a course, if you don’t have a user ID, you can create one and use that when you enter other courses.

If you want to see your badges and certifications against your profile in the Waymaker App, then ensure your Academy and App email are the same. All courses can also be accessed from main menu in the app.

CX

2 hours

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