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MEDALLIAMEDALLIA.COM
Medallia CustomerExperience Certification
Practical guidance for your customer experience journey
Whether you are just getting started on your customer experience journey or are
looking to evaluate and advance your existing program, the Medallia Customer
Experience Certification gives you the practical tools to excel. The course provides
an end-to-end framework of best practices for developing and evaluating your
customer experience program.
About the Medallia Institute
Created by Medallia, the global leader in customer experience management, the Medallia Institute is the place to go for guidance that will unleash the potential of your customer experience efforts. The Institute’s goal is to help companies improve per-formance by developing skills and best practices. Courses and workshops emphasize practical approaches and examples, so you can put everything you learn into action.
Why Attend?
• Get stronger results from your customer
experience efforts
• Apply practical frameworks and approaches
to your company’s unique challenges
• Improve your company’s customer
feedback processes
• Explore case studies and examples from
leading brands
• Be inspired by customer experience experts
and like-minded peers
• Earn recognition as a customer
experience expert
Join Us
If your peers turn to you for advice on customer experience, this course is for you.
• Program managers
• Customer experience executives
• Brand managers
• Analysts and researchers
• Business unit customer experience leaders
• Department champions and customer
feedback specialists
Medallia Institute
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Course Curriculum
Unit 1: Setting customer experience business objectives
What you accomplish with your customer experience efforts is intimately tied
to the clarity of your strategy and goals. We begin the course by exploring the
crucial link between customer expectations, customer experience delivery, and
the creation of business value. You will develop customer experience program
objectives that are linked to your company’s business goals, and explore prac-
tical examples of proof points that demonstrate how customer loyalty impacts
business performance.
Put your learning into action:
Unit 2: Establishing an active listening approach
At the core of any customer experience program is an effective, customer-centered listening approach.
In this section, we start by mapping the customer journey to inform both the timing of customer feedback
and the experiences that are most relevant to customers. With that as background, you will then move
into the rapidly evolving area of feedback design, exploring the latest methods and technologies for get-
ting feedback in a way that engages both customers and employees.
Put your learning into action:
Map the key touchpoints customers have with
your brand
Identify appropriate times to get feedback
during the customer journey
Select feedback channels that maximize ease
and relevance for the respondent
Choose a sampling approach that balances
information needs with the frequency of
customer contact
Assess the effectiveness of your
feedback design
Explain how customers’ experiences influence
their future behavior
Describe the behaviors of loyal customers that
add business value
Link your customer experience program objec-
tives to your company’s business goals
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Unit 3: Building accountability across the organization
Only your employees can unleash the power of customer feedback—just gathering data is not enough. In this
section, we focus on the critical importance of internal communication, buy-in, and accountability. You will
practice techniques for communicating the relevance of customer feedback to key executives. You will also
see how other companies have structured program rollouts, designed internal training, and identified the
teams that are accountable for taking action on feedback.
Put your learning into action:
Unit 4: Empowering action at the frontline
Every customer interaction is an opportunity to either excel or drop the ball. The best companies grasp this
opportunity and follow up on customers’ feedback one-to-one. In this section, we outline the objectives of
closed-loop feedback and explain how to set guidelines and grant authority so that frontline employees can
take action. You will also analyze how to set up closed-loop processes through a hands-on case study.
Put your learning into action:
Set objectives for closed-loop action that
supports business goals
Outline the components of a successful closed-
loop process, including escalations
Develop effective guidelines, templates, and
training for closed-loop communications
Explain how to tailor closed-loop follow-up for
different business settings
Motivate executives to use customer experi-
ence as part of their business strategy
Outline the major phases of a customer
experience change road map
Identify the components of a communications
and training plan to drive use of customer
feedback company-wide
Describe the role of key teams that support an
integrated customer experience program
“I took away some very innovative tools to assess the effectiveness of our long-standing program. Our executives were excited about the enhancements and the program team was energized and motivated.”
KIM PALENIK
Verizon Enterprise Solutions
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Use quantitative data to identify trends and
pinpoint improvement opportunities
Use comment data and text analytics to clarify
customer themes and experiences
Leverage customer-centered design processes
to create customer experience innovations
Measure the effectiveness of improvements
using field testing and customer feedback
“It’s so helpful to meet fellow customer experience professionals from other companies and industries faced with similar challenges. I’ve been in CX for many years, and I still came out with new insights and many takeaways for boosting and enhancing our program.”
ANDREA BANFIELD
Customer Advocacy Manager, Medibank
Unit 5: Driving strategic improvements and innovationsAs programs mature, easy fixes become harder to find. Innovation requires a clear understanding of customer
priorities and collaboration across organizational silos. In this section, you will learn common ways to identify
trends, key drivers, and pain points using quantitative data as well as comment data. Back that up by proto-
typing, piloting, and field testing new ideas, and you’ll be ready to make incremental improvements as well as
game-changing innovations.
Put your learning into action:
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Unit 6: Motivating excellence and customer-focused culture
Sustaining excellence is possible only when customer feedback becomes part of the fabric of day-to-day
operations. In this section, we explore the importance of aligning goals and actions at all levels of the organiza-
tion to create a customer-focused culture. We explain the dos and don’ts of using customer feedback to coach
teams, and share best practices for using incentives and recognition to motivate customer-centric behavior.
Put your learning into action:
Your Action Plan
To conclude the course, you will revisit the best practices we’ve covered by assessing your own company’s
situation and developing an action plan. Identify the top areas of opportunity that support your program and
business goals.
Put your learning into action:
Assess your existing program to identify oppor-
tunities for improvement
Prioritize areas of focus when rolling out a new
customer experience program
Explain the critical role of leaders in building
customer-centric culture
Align every employee’s actions with the
customer experience
Describe best practices for using customer
feedback to coach teams
Establish effective goals and incentives
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Get CertifiedAfter completing the course, join an elite group of customer experience experts
by successfully passing the Medallia Customer Experience Certification exam. The
optional exam will be offered online following the course for participants interest-
ed in earning certification. The exam is self-administered in a timed, open-book
format, and can be taken any time during the month after the course concludes.
How to Register
“No matter what stage you’re in with your CX program, you will gain numerous insights into how you can enhance and improve it. I walked away from the course with a formidable action plan to further operationalize customer feedback into our decision-making processes as well as a great network of CX professionals!”
TOM SCANTLEBURY
Director of Customer Experience, Wyndham
Visit the Medallia Institute website to view upcoming
course locations and pricing, and to register.
Special pricing is available for groups of three or more.
intitute.medallia.com
Registration questions? Contact Rachel Nagrecha at:
info@medalliainstitute.com
MEDALLIA.COM Copyright © 2014. Medallia Inc. All rights reserved.
About MedalliaMedallia® is the Customer Experience Management company that is trusted by hundreds of the world’s
leading brands, including Four Seasons, GE, Marriott International, Nordstrom, Sephora, and Zurich Insur-
ance. Medallia’s Software-as-a-Service (SaaS) application enables companies to capture customer feedback
everywhere the customer is (Web, social, mobile, and contact center channels), understand it in real time,
and deliver insights and actions everywhere—from the C-suite to the frontline—to improve the customer
experience. Founded in 2001, Medallia headquarters are in Silicon Valley. Medallia has offices in New York
City, London, Sydney, Melbourne, Hong Kong, and Buenos Aires. Learn more at www.medallia.com.
Follow us on: @Medalliamedallia-inc MedalliaIncblog.medallia.com
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