Introduction:

Customer experience management represents an institutional capability for structuring how organizations design, govern, and sustain interactions across all customer touchpoints. Its role centers on aligning service design, process architecture, and organizational behavior with long-term value creation and brand credibility. This training program presents analytical frameworks, experience design models, governance structures, and performance management systems used in mature customer centric organizations. It provides a general institutional view of how customer experience is planned, measured, and integrated into strategic and operational decision systems.

Program Objectives:

By the end of this program, participants will be able to:

• Analyze customer experience as an institutional system within organizational strategy.

• Classify customer journey structures and experience design frameworks.

• Evaluate governance models for managing multi-channel customer interactions.

• Assess performance measurement architectures used in customer experience management.

• Explore the relationship between customer experience systems and long-term organizational value creation.

Target Audience:

• Customer experience and service design managers.

• Marketing and customer insight professionals.

• Operations and service quality managers.

• Digital transformation and process improvement specialists.

• Business strategy and organizational development staff.

Program Outline:

Unit 1:

Customer Experience as an Institutional System:

• Customer experience positioning within organizational strategy frameworks.

• Experience economy models and value creation structures.

• Stakeholder roles across customer interaction ecosystems.

• Touchpoint governance and service delivery architecture.

• Organizational maturity models in customer experience management.

Unit 2:

Experience Design and Journey Governance Frameworks:

• Customer journey mapping structure models.

• Experience blueprinting and service design architecture.

• Omni-channel experience integration frameworks.

• Pain-point classification and root-cause structure models.

• Experience consistency and brand alignment governance.

Unit 3:

Performance Measurement and Experience Sustainability:

• Customer experience performance indicator frameworks.

• Voice-of-customer system architecture.

• Data governance and insight integration structures.

• Continuous improvement and experience lifecycle models.

• Institutional alignment between customer experience and long-term organizational performance.