• Introduction to Customer Experience Management
• Theory Overview
• High-Level Frameworks
• CX Principles
• Customer Segmentation and Persona Development
• Service Recovery and Complaint Handling
• Customer Journey Optimisation
• Service Blueprinting and Process Design
• AI, Generative AI, GPT Usage
• Voice of the Customer (VoC) Analysis
• Emotional Experience Design (EED)
• Lifetime Value (LTV) and Customer Lifetime Value (CLV)
• Introduction to Product Development and Management
• Introduction to Marketing Management
• Marketing Environment Analysis
• Market Segmentation, Targeting, and Positioning
• Consumer Behaviour and Decision-Making Process
• Marketing Strategy Development
• Strategy Formulation
• Pricing Strategies and Pricing Decisions
• Integrated Marketing Communications (IMC)

Welcome to Program: Executive Certificate in Marketing & Customer Experience Management Excellence

Course provided by MTF Institute of Management, Technology and Finance

MTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance.

MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.

MTF is present in 215 countries and has been chosen by more than 604 000 students.

Course Author:

Dr. Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.

In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTF Institute Ms. Amoroso is leading Product Development academical domain.

In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.

Alex Amoroso’s extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.

With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.

Customer experience (CX) is the overall impression customers have of your brand throughout their interactions with your business. It encompasses everything from the initial marketing message to the post-purchase support they receive. Think of it as the customer journey, and CX is all the touchpoints along the way that shape their perception.

Key Areas of CX

• Customer touchpoints: Every interaction a customer has with your brand, like websites, social media, advertising, in-store experience, and customer service.

• Customer journey: Mapping out the steps a customer takes to interact with your brand, from awareness to purchase and beyond.

• Customer satisfaction: How happy customers are with your product or service.

• Customer loyalty: How likely customers are to return and recommend your brand to others.

CX Frameworks

Frameworks provide a structured approach to improving CX. Here are two common ones:

• Customer Experience Journey Map: A visual representation of the customer journey, identifying touchpoints and opportunities for improvement.

• Five Service Dimensions: A framework that focuses on five key aspects of service quality: reliability, responsiveness, assurance, empathy, and tangibles.

Why Learning CXM is Important for Companies:

1. Improved Customer Satisfaction and Loyalty: CXM focuses on understanding and meeting customer needs, leading to increased satisfaction and a higher likelihood of repeat business.

2. Enhanced Brand Reputation: Positive customer experiences contribute to a strong brand reputation, attracting new customers and retaining existing ones.

3. Increased Revenue and Profitability: Satisfied customers are more likely to spend more, refer others, and remain loyal, all of which contribute to revenue growth.

4. Competitive Advantage: In today’s crowded marketplace, exceptional customer experience can be a key differentiator, setting a company apart from its competitors.

5. Reduced Costs: Resolving customer issues proactively and efficiently can reduce the cost of customer service and support.

Why Learning CXM is Important for Building a Career as a Manager:

1. In-demand Skill: CXM is a highly sought-after skill in today’s business world, as companies increasingly recognize its importance.

2. Career Advancement: Expertise in CXM can open doors to various managerial roles, such as Customer Experience Manager, Customer Success Manager, or Marketing Manager.

3. Problem-solving Skills: CXM involves identifying and addressing customer pain points, which enhances problem-solving and analytical skills.

4. Leadership Development: Managing customer experience initiatives requires strong leadership, communication, and collaboration skills.

5. Cross-functional Collaboration: CXM often involves working with multiple departments, providing managers with exposure to different areas of the business.

Overall, learning CXM is crucial for companies looking to thrive in the modern business landscape. It’s also a valuable investment for managers aiming to build a successful career in various industries.

What is Marketing?

• Definition: Marketing is the process of identifying customer needs, creating products or services that fulfill those needs, and communicating the value of those offerings to potential customers.

• Focus: Marketing focuses on getting the right message to the right audience, ultimately driving interest and sales.

• Key Activities:

  • Market research

  • Product development

  • Brand building

  • Advertising and promotions

  • Content creation

  • Customer relationship management

What is Marketing Management?

• Definition: Marketing management is the strategic and operational process of planning, organizing, implementing, and controlling an organization’s marketing resources and activities.

• Focus: Marketing management aims to create a cohesive marketing plan, optimize resource allocation, and measure the effectiveness of marketing initiatives.

• Key Activities:

  • Developing marketing strategies and plans

  • Setting marketing budgets

  • Managing marketing teams

  • Overseeing marketing campaigns

  • Analyzing marketing performance (tracking metrics and ROI)

  • Making adjustments to strategies as needed

The Relationship Between Marketing and Marketing Management

Think of marketing as the actions you take to promote your business, and marketing management as the overarching system to plan, execute, and refine those actions strategically.

Who this course is for:

• No special requirements. A course for anyone who wants to build career in marketing and business
• Customer experience (CX) is the overall impression customers have of your brand throughout their interactions with your business. It encompasses everything from the initial marketing message to the post-purchase support they receive. Think of it as the customer journey, and CX is all the touchpoints along the way that shape their perception. Key Areas of CX Customer touchpoints: Every interaction a customer has with your brand, like websites, social media, advertising, in-store experience, and customer service. Customer journey: Mapping out the steps a customer takes to interact with your brand, from awareness to purchase and beyond. Customer satisfaction: How happy customers are with your product or service. Customer loyalty: How likely customers are to return and recommend your brand to others.
• CX Frameworks Frameworks provide a structured approach to improving CX. Here are two common ones: Customer Experience Journey Map: A visual representation of the customer journey, identifying touchpoints and opportunities for improvement. Five Service Dimensions: A framework that focuses on five key aspects of service quality: reliability, responsiveness, assurance, empathy, and tangibles.
• Why Learning CXM is Important for Companies: Improved Customer Satisfaction and Loyalty: CXM focuses on understanding and meeting customer needs, leading to increased satisfaction and a higher likelihood of repeat business. Enhanced Brand Reputation: Positive customer experiences contribute to a strong brand reputation, attracting new customers and retaining existing ones. Increased Revenue and Profitability: Satisfied customers are more likely to spend more, refer others, and remain loyal, all of which contribute to revenue growth. Competitive Advantage: In today’s crowded marketplace, exceptional customer experience can be a key differentiator, setting a company apart from its competitors. Reduced Costs: Resolving customer issues proactively and efficiently can reduce the cost of customer service and support.
• Why Learning CXM is Important for Building a Career as a Manager: In-demand Skill: CXM is a highly sought-after skill in today’s business world, as companies increasingly recognize its importance. Career Advancement: Expertise in CXM can open doors to various managerial roles, such as Customer Experience Manager, Customer Success Manager, or Marketing Manager. Problem-solving Skills: CXM involves identifying and addressing customer pain points, which enhances problem-solving and analytical skills. Leadership Development: Managing customer experience initiatives requires strong leadership, communication, and collaboration skills. Cross-functional Collaboration: CXM often involves working with multiple departments, providing managers with exposure to different areas of the business. Overall, learning CXM is crucial for companies looking to thrive in the modern business landscape. It’s also a valuable investment for managers aiming to build a successful career in various industries.
• What is Marketing? Definition: Marketing is the process of identifying customer needs, creating products or services that fulfill those needs, and communicating the value of those offerings to potential customers. Focus: Marketing focuses on getting the right message to the right audience, ultimately driving interest and sales. Key Activities: Market research Product development Brand building Advertising and promotions Content creation Customer relationship management
• What is Marketing Management? Definition: Marketing management is the strategic and operational process of planning, organizing, implementing, and controlling an organization’s marketing resources and activities. Focus: Marketing management aims to create a cohesive marketing plan, optimize resource allocation, and measure the effectiveness of marketing initiatives. Key Activities: Developing marketing strategies and plans Setting marketing budgets Managing marketing teams Overseeing marketing campaigns Analyzing marketing performance (tracking metrics and ROI) Making adjustments to strategies as needed
• The Relationship Between Marketing and Marketing Management Think of marketing as the actions you take to promote your business, and marketing management as the overarching system to plan, execute, and refine those actions strategically.