Transforming Customer Experiences

Day one

• An introduction to the language and conceptual basics surrounding customer journey management
• Explore key aspects of the customer journey, including customer loyalty, relationship dynamics, inspiration, engagement, and co-creation
• Analyse examples of successful customer experiences within the retail and service industry

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Day two

• Learn about customer relationship management, relationships dynamics, and customer touchpoints
• Discover how to apply positive customer journey initiatives in business-to-customer settings
• Map out your current customer journey to identity your organisation’s challenges and areas for improvement

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Day three

• Discover measurement tools to better understand customer perceptions and behaviours during their journey
• Gain insight from an industry speaker and their development of the customer journey index (CJI)
• Measure the impact of the customer journey index on your organisation

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Day four

• Discuss new approaches to measure and manage customer-firm relationships
• Delve deeper into the concept of customer inspiration and how it can be used as a key performance indicator for customer-facing firms
• Reflect on your learnings gained throughout the course and discuss how can apply/implement ideas with fellow delegates

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There will be a networking drinks reception on evening one where you will get to know your course colleagues. There will also be a course dinner on evening three, offering the opportunity for your class to come together with a wider cohort of short-course learners to expand your networking opportunities.

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Delivered face-to-face at Alliance Manchester Business School’s Executive Education centre, this course involves a range of interactive learning styles that connect theory with practice. Upon completion of this course, you will return to your organisation with applied, up to date knowledge of managing your customer journeys.

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Throughout the course, you will hear from leading academics, network with a variety of business leaders and work with other delegates to apply core aspects of the course to your organisation.

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During your time on this course, you will gain several stand-out learning experiences, including:

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Applied Learning - A learning environment created by the course facilitator that draws on the experience and input of your course peers.

Knowledge Transfer - A steady stream of feedback from participating peers with diverse business backgrounds to help build your leadership skills.

Reflection - A rare time-out to contemplate your own digital marketing capabilities and challenges while engaging with our world-class experts in the marketing field.

Network Expansion - An expanding professional network drawn from your peers.

Personal Growth - An expanding self-awareness of your own marketing competencies and how they can be honed.

Behavioural Change - An adoption of new rationales and mindsets that improve your managerial skills.

• Refresh your understanding of effective management of customers during their interaction with your organisation
• Increase confidence when applying tools and models to measure aspects of the customer journey
• Acquire skills in leading senior-level strategy conversations
• Learn tools to measure the quality of your existing customer journey and identify changes needed to provide an improved customer experience
• Become a member of the AMBS Executive Education Network and benefit from top-class speaker events, regular updates and networking opportunities with like-minded professionals
• Demonstrate your commitment to continued professional development and gain expert insights through real-world case studies and industry speakers

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This course is designed for business professionals from customer-facing industries such as retailing and services, who want to improve how their organisation interacts with its customers, by taking a strategic view on the customer journey and unleashing competitive advantages.

This session explores the key drivers of productivity and how leaders can identify practical opportunities to improve performance. You will consider the wider economic policy levers that shape productivity, the factors within an organisation's control, and the trade-offs leaders need to navigate when seeking sustainable improvement.

• Explore the drivers of productivity and how they affect firm-level performance.
• Use a practical framework and checklist to identify opportunities for improvement.

This session helps leaders build confidence in understanding and applying AI responsibly. You will explore the opportunities, risks and governance considerations linked to AI adoption, while experimenting with practical tools that can support leadership tasks and organisational decision-making.

• Understand key AI concepts and how they can support productivity and decision-making.
• Identify responsible approaches to AI adoption within your organisation.

This session explores how organisational design, operating models and processes influence performance. You will consider practical ways to improve effectiveness, manage resources and support continuous improvement in complex and changing environments.

• Explore how structures, systems and processes shape organisational performance.
• Identify practical actions to strengthen effectiveness and adaptability.

This session explores how leaders can support people and organisations through change and transition. You will use practical models and tools to understand why change can be unpredictable, communicate with clarity and build confidence during periods of uncertainty.

• Apply practical tools to communicate clearly and support teams through change.
• Use models such as Bridges’ Transition Model and the 4C framework to strengthen leadership effectiveness.

This session explores strategy as the art of making choices. You will consider how leaders can assess strategic options, make effective trade-offs and allocate resources in a fast-paced world, including the importance of stopping some activities to focus on the priorities most likely to deliver successful outcomes.

• Explore how to judge strategic choices and trade-offs in different situations.
• Apply simple strategic models to support focus, resource allocation and decision-making.

This session introduces risk appetite and enterprise risk management as practical tools for leadership decision-making. You will explore how organisations identify, assess and manage risk, while considering how risk appetite can support responsible business growth.

• Understand how risk appetite supports better leadership decisions.
• Explore practical ways to assess, prioritise and manage organisational risk.

This session explores how leaders can build, protect and manage organisational reputation in complex environments. You will consider the links between governance, strategy, trust and legitimacy, and examine how organisations can respond effectively during reputational challenge or crisis.

• Explore the drivers of reputation, trust and legitimacy.
• Consider practical approaches to managing reputational challenges and values-based relationships.