A4Q Customer Experience (CX) Analysis Training

The need for organisations to continuously innovate and adapt their services to meet the ever-changing, and increasingly demanding, expectations of their customers is more of a challenge today than ever! A seamless service experience for the customer can have a huge impact on an organisation’s reputation, customer acquisition and retention and indeed the company’s overall growth. In the digital age, it has become critical to understand more about the organisation’s customers and what motivates, delights and even annoys them.

There are typically no formal prerequisites to take the A4Q CX Analysis certification.

Target Audience

This course is designed for:

• Business analysts
• Customer journey managers
• Business service designers (including business designers and service designers)
• Product managers
• User researchers

By the end of this course, learners will be able to:

• Tune in to organization’s customers, action the insights and add value across multiple touchpoints.
• Analyse the organization’s view of CX; the difference between CX and UX and why it matters; customer gains and pains and organizational maturity.
• Understand a seamless, positive customer journey with touchpoints across all digital platforms engages customers and improves customer satisfaction.
• Understand key customer experience analysis techniques for effective business service design

Introduction to Customer Experience (CX) (10%)

• Define the terminology and concepts relevant to Customer Experience
• Define the following core CX principles

A Framework for CX Analysis and Design (5%)

• Identify and explain the stages of the Customer Experience Framework

Understand the organisations values and strategy (10%)

• Define: core values, core purpose, envisioned future
• Describe the elements of the balanced scorecard
• Explain the use of strategy maps to improve customer experience
• Core CX competencies

Understand the Value Propositions (20%)

• Define the term ‘Value’
• Distinguish between Value Delivery and Value Co-creation
• Distinguish between Value Alignment and Value Misalignment
• Describe the elements of a Value Proposition
• Describe the elements of the Value Proposition Canvas

Research the Voice of the Customer (25%) (K3)

• Define the term ‘Voice of the Customer’
• Define quantitative and qualitative data; define triangulation
• Explain the Customer Experience Research Context
• Describe techniques to research the Voice of the Customer
• Apply techniques to represent the Voice of the Customer
• UX requirements definition

Enhance Customer Experience (20%)

• Describe and apply the processes and techniques that enable Customer Experience enhancement
• Measure and Embed Customer Experience Quality (10%)
• Explain and apply the techniques for CX Quality Measurement
• Explain and apply the Four Organisational Barriers to Customer Centricity (Shah et all)

Exams and Assessments

• The examination leading to the Foundation Certificate in Customer Experience Analysis:
• Consists of 40 multiple choice questions, each of which has a value of one mark. Candidates must gain 26 marks out of the available 40 marks (65%) in order to pass the examination and be awarded the certification.
• Has a duration of 60 minutes. If a candidate’s first language is not the examination language, the candidate is allowed an additional 25% (15 minutes) of examination time.
• Is a closed book examination and no reference materials may be used while sitting the examination.
• Assesses competence at levels 1,2 and 3 of Bloom’s Taxonomy of Cognitive Domains. These levels assess competence as follows:
  • K1: remember
  • K2: understand
  • K3: apply

Hands-On Learning

This course includes:

• Instructor-led scenarios, helping develop CX Analysis skills.
• A detailed insight into CX concepts
• Being able to apply useful CX Analysis techniques to drive business innovation.