Customer Success

Customer engagement is much more than having a call center or handling a complaint. It’s about understanding people at a deeper, emotional level. You must learn to walk in their shoes to help them overcome the pain points they face in their everyday lives. Smart companies realize that in today’s social era, customer engagement requires emotional connection.

In this course you will learn how:

· The Customer Engagement Value Chain drives profitable business growth

• About the Seven Walls that separate you from your customers

• Three simple words will change how you think about and act towards customers

• Award winning singer songwriter Paul Simon learned how to listen like never before

• The world’s largest consumer products company started listening to their customers in an entirely new way

• The Cleveland Clinic used empathy to revolutionize health care

• Westin Hotels succeeded in a creating new segment through targeted engagement

• Mercedes-Benz’s leapt to the top of the automotive pack in customer satisfaction

Every student who successfully completes this course will be equipped with new knowledge about your customers that can transform your company and your career.

What's inside

Learning objectives

The objective of this course is to help students learn new ways to more effectively engage their customers.
You will be introduced to the customer engagement value chain, the 7 walls separating companies and customers, customer insight, personas, propositions, and customer journey mapping.

Upon course completion, you will have greater knowledge and specific tools to help you improve your company’s customer engagement.

The objective of this course is to help students learn new ways to more effectively engage their customers.
You will be introduced to the customer engagement value chain, the 7 walls separating companies and customers, customer insight, personas, propositions, and customer journey mapping.
Upon course completion, you will have greater knowledge and specific tools to help you improve your company’s customer engagement.

Syllabus

Undefined

Welcome and Introduction

Learn why the six-step Customer Engagement Value Chain is the key to fueling your company’s profitable growth.

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Read about what's good

what should give you pause

and possible dealbreakers

Explores the Customer Engagement Value Chain, which is a framework used to understand and improve customer interactions and drive profitable business growth

Examines case studies from companies like Cleveland Clinic and Mercedes-Benz, which are known for their customer engagement strategies and business transformations

Teaches empathy mapping, which is a hands-on exercise that helps learners understand customer pain points and improve customer experience

Introduces concepts like customer insight, personas, and customer journey mapping, which are essential tools for understanding and engaging customers

Features insights from Paul Simon, which may add a unique perspective on listening and understanding customer needs through creative and artistic expression

Discusses the 'Seven Walls' separating companies from their customers, which may be a barrier to understanding the nuances of customer engagement

Reviews summary

Customer engagement strategies overview

Analysis is based solely on the provided course description and syllabus, as student review data was not included in the input. Therefore, this summary cannot reflect actual learner experiences or opinions. The course, "Customer Success | How to Actively Engage Your Customers", aims to equip students with knowledge and tools for more effective customer engagement. It introduces core concepts like the Customer Engagement Value Chain and the Seven Walls, emphasizing the importance of emotional connection. Key topics covered include developing listening and empathy skills, techniques for gathering customer insight, creating customer personas and propositions, and mapping the customer journey. The course structure includes case studies from various companies to illustrate concepts. Without reviews, it is not possible to evaluate the effectiveness, strengths, or weaknesses as perceived by students who have taken the course.

Covers core frameworks like Value Chain and 7 Walls.

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Features examples from various real-world companies.

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Focuses on understanding customers' emotional needs.

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Explores methods for gathering insights and using tools.

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer Success | How to Actively Engage Your Customers with these activities:

Review Marketing Fundamentals

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Solidify your understanding of basic marketing principles to better grasp customer engagement strategies.

Browse courses on Customer Relationship Management

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Review your notes from previous marketing courses.
Read articles on marketing fundamentals.
Take a short online quiz to test your knowledge.

Develop an Empathy Map

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Develop an empathy map for a specific customer segment to better understand their needs and pain points.

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Select a customer segment to focus on.
Research the segment's needs and pain points.
Fill out an empathy map template.
Analyze the empathy map for insights.

Customer Journey Map for a Specific Product

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Apply the customer journey mapping techniques learned in the course to a real-world product or service.

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Choose a product or service to map.
Identify the key stages of the customer journey.
Map the customer's thoughts, feelings, and actions at each stage.
Identify pain points and opportunities for improvement.
Present your customer journey map to stakeholders.

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Create a Customer Persona

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Practice creating a detailed customer persona to better understand your target audience.

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Research your target audience.
Identify key demographics and psychographics.
Create a fictional character that represents your ideal customer.
Write a detailed biography for your persona.

Review 'The Effortless Experience'

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Understand how to reduce customer effort to improve customer loyalty.

View The Effortless Experience on Amazon

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Share your ideas with colleagues for feedback.
Read the book and take notes on key concepts.
Identify three ways to reduce customer effort in your current role.

Review 'Chief Customer Officer 2.0'

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Learn how to build a customer-centric organization.

View Chief Customer Officer 2.0: How to Build Your... on Amazon

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Read the book and highlight key takeaways.
Identify areas where your organization can improve its customer focus.
Develop a plan to implement changes.

Volunteer at a Customer Service Hotline

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Gain firsthand experience interacting with customers and resolving their issues.

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Find a local customer service hotline or non-profit organization.
Apply to volunteer and complete any necessary training.
Volunteer for a few hours each week.
Reflect on your experiences and identify areas for improvement.

Career center

Learners who complete Customer Success | How to Actively Engage Your Customers will develop knowledge and skills that may be useful to these careers:

Customer Success Manager

A Customer Success Manager focuses on building and maintaining strong relationships with customers to ensure their satisfaction and success with a product or service. This course helps aspiring Customer Success Managers understand the emotional connection needed for true customer engagement. By learning about the Customer Engagement Value Chain and how to overcome the Seven Walls that separate a company from its customers, you'll be well-equipped to drive profitable business growth. The course's emphasis on empathy and understanding customer pain points, as demonstrated in the Cleveland Clinic and Mercedes-Benz case studies, directly translates to the core responsibilities of a Customer Success Manager.

See salaries and explore the career path for Customer Success Manager

Customer Experience Manager

A Customer Experience Manager is responsible for shaping a company's overall customer journey and ensuring positive interactions at every touchpoint. This course provides insight into creating customer-centric experiences. Learning about empathy mapping and understanding customer needs, as taught in the course, is essential for designing effective customer journeys. Case studies of successful companies, such as Westin Hotels and Mercedes-Benz, may demonstrate how targeted engagement can translate into customer satisfaction. The course's focus on listening, exemplified by the Paul Simon example, helps a the Customer Experience Manager connect with customers.

See salaries and explore the career path for Customer Experience Manager

Account Manager

Account Managers serve as the primary point of contact for specific clients, responsible for building and maintaining strong relationships. This course helps Account Managers foster customer loyalty. The course's emphasis on empathy, understanding customer needs, and the Customer Engagement Value Chain provides the tools Account Managers need to create and sustain strong relationships with their clients. By understanding a customer's pain points and proactively address them, Account Managers will become invaluable partners to their clients.

See salaries and explore the career path for Account Manager

User Experience Researcher

User Experience Researchers conduct studies and gather data to understand user behavior and needs, informing the design of user-friendly products and services. This course provides a valuable foundation for User Experience Researchers by emphasizing empathy and deep customer understanding. You may learn techniques for gathering insights directly from customers, as described in the 'Digging Into Customer Insight' section. The course's focus on empathy mapping and understanding customer pain points helps User Experience Researchers design user-centered designs.

See salaries and explore the career path for User Experience Researcher

Customer Service Representative

Customer Service Representatives interact directly with customers to address inquiries, resolve issues, and provide support. This course provides Customer Service Representatives with the skills to excel in their role. The course's emphasis on empathy and understanding customer pain points helps Customer Service Representatives provide more effective and compassionate support. The course will help Customer Service Representatives transform routine interactions into opportunities for building customer loyalty.

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Marketing Manager

A Marketing Manager is responsible for developing and executing marketing campaigns to promote a product or service. This course helps a Marketing Manager by presenting methods to connect with customers on an emotional level. The course's emphasis on understanding customer pain points and creating targeted engagements, as demonstrated in the Westin Hotels case study, provides a framework for developing more effective marketing strategies. The course's focus on customer insight and personas may help a Marketing Manager to create more relevant and impactful campaigns, ultimately driving profitable growth.

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Business Development Manager

A Business Development Manager is responsible for identifying and pursuing new business opportunities to drive revenue growth. This course helps a Business Development Manager by emphasizing ways to connect with customers. The course explores how to understand customer needs and motivations, and how to build strong relationships. The course helps Business Development Managers to create effective strategies for attracting new customers, while also considering the customer journey.

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Product Manager

Product management balances business strategy, product design, and customer engagement. The course may particularly help Product Managers tasked with improving an organization's customer engagement. The course's section on 'Powerful Personas and Propositions' may describe techniques for developing innovative product ideas. You may be able to use the Customer Engagement Value Chain to ensure that the product development aligns with customer needs. The course's insights on empathy and customer understanding help Product Managers build products centered around customer satisfaction.

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Sales Manager

A Sales Manager leads a team of sales representatives. This course may help Sales Managers understand their customers' needs and motivations. The course's emphasis on empathy and listening, exemplified by the Paul Simon example, helps a Sales Manager connect with customers and build rapport. The course may help a Sales Manager to understand the importance of building customer relationships to drive sales, as well as helping team members achieve objectives. The course will make a Sales Manager more effective.

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Sales Representative

Sales Representatives are responsible for generating revenue by selling a company's products or services to customers. The course provides Sales Representatives with techniques that may drive sales. By emphasizing empathy, listening skills, and understanding customer pain points, this course may make Sales Representatives more effective in building rapport and closing deals. The course's insights may allow Sales Representatives to better understand their clients.

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Digital Marketing Specialist

Digital Marketing Specialists develop and implement online marketing strategies to promote a company's brand and products. This course can help Digital Marketing Specialists create more engaging and customer-centric campaigns. The course may demonstrate techniques to connect with customers on an emotional level, build authentic relationships with customers and foster customer loyalty. This first-hand customer knowledge improves the capabilities of a Digital Marketing Specialist.

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Market Research Analyst

Market Research Analysts study market conditions to examine potential sales of a product or service. This course may help you become a Market Research Analyst by teaching techniques to understand customers through empathy, focusing on the challenges they face. The 'Digging Into Customer Insight' section of this course may develop techniques for gathering insights directly from customers, which may help in identifying and understanding market trends. This first-hand customer knowledge improves the capabilities of a Market Research Analyst.

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Brand Manager

Brand Managers are responsible for developing and maintaining a company's brand identity and ensuring consistent messaging across all platforms. This course helps Brand Managers understand how to connect with customers on an emotional level. You may learn how to build a brand that resonates with customers, and how to leverage customer insights to inform brand strategy. This information helps Brand Managers manage a company's brand voice.

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Public Relations Specialist

This course may help aspiring Public Relations Specialists improve the way they connect with customers and the public. Public Relations Specialists manage a company's reputation and image through strategic communication. This course may provide insights into building stronger relationships with customers and stakeholders. It may help Public Relations Specialists craft more effective messaging to connect with target audiences on an emotional level. The course may help a Public Relations Specialist better handle public image.

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Training and Development Specialist

Training and Development Specialists create and deliver training programs to employees to improve their skills and knowledge. This course may help Training and Development Specialists by providing techniques for delivering customer service training. This course's emphasis on empathy, listening skills, and understanding customer pain points may help a Training and Development Specialist to emphasize the importance of customer satisfaction through customer service training.

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How to Actively Engage Your Customers

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