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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

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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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