operational cem certification - the customer experience...
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MEDALLIAMEDALLIA.COM
Operational CEM Certification
Practical guidance for your customer experience journey
In an increasingly competitive and transparent market, it’s more important than ever
to deliver a differentiated customer experience. Behind the scenes, winning compa-
nies are investing in the capabilities and infrastructure to capture profitable growth
and customer experience improvements in parallel. The Medallia Operational CEM
Certification provides you and your team a proven approach to:
See your business as customers see it
Actively take back the advantages of
scale for continuous improvement
and innovation
Hardwire customers into decisions
across the organization
Foster a new level of genuine
empowerment and accountability
Why Attend?
Who Should Attend?
If you are responsible for your company’s customer experience program, this course is for you. Join the
more than 500 customer experience leaders who have earned certification.
Medallia Institute
Learn how leading companies embed the
voice of the customer in daily operations
Apply practical frameworks and approaches
to your company’s unique challenges
Develop skills for driving internal change
Build an action plan to take your company to
new levels of customer centricity
Earn recognition and get certified as a custom-
er experience expert
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Course Curriculum
Unit 1: See Yourself Through the Customer’s Journey
Organizations tend to see themselves through their own teams and processes.
The first step to customer centricity is to take your customers’ perspective and
understand your business based on what the customer is trying to accomplish.
Put your learning into action:
Unit 2: Wire Customer Feedback into Every Decision
Getting feedback is meaningless if you don’t act on it, and a single team looking at the data isn’t enough.
Since all business decisions affect the customer, every team in your organization needs relevant customer
data tailored to their specific needs.
Put your learning into action:
Explain the benefits of using one shared
source of customer experience data
Evaluate gaps in customer feedback adoption
across internal teams
Assess business requirements of key internal
teams to improve customer feedback reporting
Alert the appropriate internal owner(s) when
action is required
Map the key journeys customers have with
your brand
Identify appropriate times to get feedback
during the customer journey
Link feedback to the employee who impacted
the experience
Select feedback channels that maximize
ease and relevance for the respondent
Assess the effectiveness of your
feedback design
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Unit 3: Enable Action at the Front Line
Your frontline is where the rubber meets the road in terms of delivering great customer experiences every
day. You need an approach that empowers your front line to respond to customers and allows them to surface
underlying issues.
Put your learning into action:
Unit 4: Drive Continuous Improvement
The tremendous value of feedback comes from the continuous learning that you get from your customers. To
make full use of changing customer insights, you need robust methods of analysis to constantly identify new
opportunities for improvement.
Put your learning into action:
Evaluate the current customer experience
using quantitative data and text analytics
Identify improvement opportunities to address
underlying root causes of problems
Design an effective front line process to
respond to customer feedback on a
systematic basis
Capture learning from front line follow-ups to
identify continuous improvement opportunities
Empower team members with training and
on-the-job coaching
“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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Unit 5: Build an Integrated View of the Customer
All feedback is important, but its potential is not realized when it’s stored in stand-alone silos or spreadsheets.
When you integrate the feedback process with your internal systems and augment customer information us-
ing internal data sources, you improve your entire organization’s ability to make informed business decisions.
Put your learning into action:
Unit 6: Measure Financial Impact
Even if you intuitively understand that customer experience improvement is valuable, you need to be able to
quantify its impact. This allows you to prioritize improvement actions intelligently and demonstrate how cus-
tomer experience impacts your company’s bottom line.
Put your learning into action:
Identify internal sources and owners of
customer data to enrich customer feedback
Determine the appropriate data transfer
cadence to ensure feedback is available
in a timely manner
“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
Describe the behaviors of loyal customers that
add business value
Design an approach to link customer experience
metrics to financial impact
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Unit 7: Drive Accountability Across the Organization
Plenty of organizations think that they have customers at the heart of everything they do, but they risk over-
looking their customers in their strategic planning. Having strong customer-centric leadership and clear goals
and responsibilities will align your entire organization around your customers.
Put your learning into action:
Unit 8: Innovate at Scale
Your organization is already a fertile ground for ideas. Your teams are experimenting every day through their
personal initiative and are attempting to achieve goals in their local context. Use customer experience to
identify internal strengths and encourage product and process innovation to bring your organization to the
leading-edge.
Put your learning into action:
Motivate executives to use customer experience
as part of their business strategy
Describe the role of key teams that support
an integrated customer experience program
Establish effective goals and success metrics
Design cultural or monetary incentives that
reinforce performance
Apply customer-centered design processes
to create product and service innovations
Use formal and informal communications
to solicit employee ideas for improvements
and innovations
Establish a systematic process for observing
and learning from top-performing teams
Measure the effectiveness of innovations using
field testing and customer feedback
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Get CertifiedAfter completing the course, join an elite group of customer experience
experts by successfully passing the Medallia Operational CEM Certification
exam. The exam is offered online following the course.
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:
MEDALLIA.COM Copyright © 2015. 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.
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