Customer Experience

Explore what shapes customer experience and how it connects to organisational culture and CX competencies.

• Learning content

  What is Customer Experience?

  Explore how interactions and emotions shape a customer's view of a brand across their relationship.

  • Customer interactions
  • Emotional experience
  • Physical and digital touchpoints
  • Loyalty and recommendations
• Learning content

  Experience as Organisational Culture

  Consider experience as a shared organisational mindset, distinct from a market-facing product feature.

  • Organisational culture
  • Shared values
  • Employee mindset
  • Experience as a product choice
• Learning content

  A CX Framework

  Introduces interconnected CX competencies and their relevance to programmes for live event venues.

  • CX competency framework
  • Live event venues

Explore how CX strategy connects intended experiences, brand values and business goals.

• Learning content

  Customer Experience Strategy Introduction

  Introduces the building blocks of a CX strategy and its alignment with business goals, brand values and communication.

  • Intended customer experience
  • Business strategy alignment
  • Brand values
  • Stakeholder communication
• Case study

  Why CX Strategy Must Align with Business Strategy

  Compare the contrasting CX approaches of Zoku and Premier Inn to explore alignment with business strategy.

  • Zoku and Premier Inn
  • Business strategy
  • Experience intent
  • Brand alignment

Connect a CX mission, experience intent and measurable goals with practical examples.

• Learning content

  The CX Mission

  Explore how a clear CX mission gives teams a shared purpose for experience decisions.

  • CX mission
  • Shared purpose
  • Team alignment
  • Decision-making
• Learning content

  The Intended Experience

  Distinguish the experience customers should feel from the measurable goals needed to support it.

  • Experience intent
  • Emotional direction
  • CX goals
  • Measurable outcomes
• Case study

  Case Study 2: Zoku vs Premier Inn

  Explore how the Zoku and Premier Inn examples connect different experience intentions with practical goals.

  • Zoku and Premier Inn
  • Experience intent
  • Experience goals
• Case study

  Summary: Knowing Your Strategy Before Improving CX

  Uses an airport case study to explore why a clear strategic direction should guide CX improvements.

  • Faro Airport case study
  • Strategic direction
  • Passenger experience

Connect CX strategy, mission, experience intent and goals through self-assessment and reflection.

• Knowledge check / assessment

  Self Assessment

• Learning content

  CX Core Concepts Reminder

  Revisits how a CX mission, experience intent and measurable goals support a shared customer experience.

  • CX mission
  • Experience intent
  • Experience goals
• Reflection

  Reflection: How the pieces fit together

  Reflect on how your self-assessment compares with the model presented in the course.

  • Self-assessment reflection
  • Model alignment

Reflect on experience intent, experience goals and organisational alignment.

• Reflection

  Experience Intent

  Reflect on experience intent by comparing your approach with the example provided.

  • Experience intent
  • Alignment reflection
• Reflection

  Experience Goals

  Reflect on experience goals by comparing your approach with the example provided.

  • Experience goals
  • Alignment reflection
• Reflection

  Alignment Check

  Reflect on your organisation's alignment using the course activity.

  • Organisational alignment
  • Personal reflection

A knowledge test following the CX strategy activities.

• Knowledge check / assessment

  Knowledge Test

A glossary section for reviewing CX terminology.

• Learning content

  Glossary of Terms

  A reference section for CX terminology.

Explore why customer insights support strategy, culture, design and continuous improvement in venues.

• Learning content

  Introduction to the Strategic Importance of CX Insights

  Introduces how customer insights inform CX strategy, design, culture and improvement in arenas.

  • Customer understanding
  • CX strategy
  • Experience design
  • Continuous improvement

Explore customer listening, personas, journey mapping and feedback as foundations for understanding visitors.

• Learning content

  Introduction to Knowing Your Customer

  Explore why customer understanding should be based on real needs and evidence rather than assumptions.

  • Customer understanding
  • Customer insights programmes
  • Evidence and assumptions
  • Customer-centric culture
• Learning content

  Voice of the Customer (VoC)

  Introduces ongoing customer listening and tools that turn feedback into shared insight.

  • Voice of the Customer
  • Personas
  • Ethnographic research
  • Journey mapping
• Learning content

  Personas

  Explore how evidence-based visitor profiles help teams understand customer needs, motivations and behaviours.

  • Visitor personas
  • Customer needs
  • Visitor behaviours
  • Onsite research
• Learning content

  Customer Journey Mapping

  Explore how journey maps trace a visitor's experience and help teams recognise needs, emotions and pain points.

  • Visitor journey maps
  • Touchpoints
  • Customer needs
  • Pain points
• Learning content

  Uses and Techniques of Customer Feedback

  Consider how customer feedback reveals needs, tracks performance and supports improvement decisions.

  • Customer needs
  • Performance tracking
  • Pain points
  • Feedback-led decisions

Explore feedback channels and the planning needed to turn customer listening into action.

• Learning content

  Introduction to Gathering Feedback

  Introduces feedback and observation methods for gathering useful customer insight and informing action.

  • Surveys
  • In-the-moment feedback
  • Unsolicited feedback
  • Observational and transactional data
• Learning content

  VoC vs VoCE vs VoE

  Distinguish direct customer feedback, customer insights gathered through staff and feedback about employee experience.

  • Voice of the Customer
  • Voice of the Customer through Employees
  • Voice of the Employee
  • Arena listening channels
• Learning content

  How to Build a VoC Program

  Explore how to choose feedback sources, gather insight and share it to support customer-focused decisions.

  • Feedback sources
  • Collection methods
  • Insight analysis
  • Sharing and using insight

Review data and technology needs for an active customer listening programme.

• Learning content

  Customer Data and Technology

  Review technology and data-management considerations for a customer listening programme.

  • CRM needs
  • Data ownership
  • Survey tools
  • Privacy considerations

Explore a composite arena example of using a journey audit to identify customer experience improvements.

• Case study

  Case Study 1: Customer Journey Audit

  Explore a composite arena case study that uses a customer journey audit to identify improvement opportunities.

  • Customer journey audit
  • Moments of truth
  • Onsite research
  • Improvement actions

Explore how a composite arena scenario develops ongoing customer listening from journey audit insights.

• Case study

  Case Study 2: Voice of the Customer (VoC)

  Explore a composite arena example of building an ongoing VoC programme from customer journey insights.

  • VoC programme objectives
  • Customer journey insights
  • Ongoing listening
  • Cross-department decisions

A knowledge check following the customer understanding material.

• Knowledge check / assessment

  Knowledge Check

Explore experience design as a customer-focused business discipline.

• Learning content

  Introduction - What is Experience Design?

  Introduces experience design as purposeful problem-solving based on customer, employee and partner needs.

  • Experience design
  • Problem-solving
  • Human-centred approaches
  • Customer and employee needs
• Learning content

  Experience Design as a Business Discipline

  Explore how experience design connects brand strategy, customer understanding and cross-functional action.

  • Brand strategy
  • Cross-functional design
  • Customer goals
  • Journey maps
• Knowledge check / assessment

  Knowledge Check: Scenario Based Questions

Explore the Double Diamond approach to understanding problems and iteratively developing solutions.

• Learning content

  An Introduction to Design Thinking and a Model for Best Practice

  Introduces the Double Diamond approach to exploring problems, defining challenges and refining solutions.

  • Double Diamond
  • Discover and define
  • Develop and deliver
  • Iterative design

A knowledge check covering design thinking.

• Knowledge check / assessment

  Knowledge Check: Design Thinking

Explore how feedback, leadership alignment, adoption and accountability support ongoing experience improvement.

• Learning content

  Building the Vision, Adoption and Accountability for Design

  Explore how continuous feedback and leadership alignment support shared responsibility for CX improvement.

  • Continuous feedback
  • Design iteration
  • Leadership alignment
  • Shared CX metrics
• Case study

  Case Studies in Design Thinking

  Explore adoption and accountability through scenarios about testing and improving customer-focused decisions.

  • Adoption
  • Accountability
  • Continuous testing
  • Double Diamond

A knowledge check linked to continuous improvement, innovation, adoption and accountability.

• Knowledge check / assessment

  Knowledge Check

Explore a shared framework for aligning experience decisions with customer needs, brand values and delivery.

• Learning content

  An Introduction to an Experience Identity Framework

  Introduces a shared framework that connects customer insight, design principles and operational decisions.

  • Experience identity framework
  • Customer needs
  • Design principles
  • Operational delivery
• Case study

  Case Study: Using the Experience Identity Framework

  Explore a restaurant-chain example combining an experience identity framework with Double Diamond design.

  • Restaurant-chain case study
  • Shared experience standards
  • Double Diamond
  • Consistent delivery
• Learning content

  Real-World Evidence Supporting the Experience Identity Framework

  Explore how goal alignment, staff empowerment, culture and measurement relate to an experience identity framework.

  • Goal mapping
  • Employee empowerment
  • Culture and accountability
  • Continuous improvement

Explore how CX measures and financial impact inform a business case for live event venues.

• Learning content

  Competency 4: Metrics, Measurement and ROI

  Introduces how venues can connect CX measurement, financial impact and a business case.

  • CX metrics
  • Financial impact
  • ROI
  • Live event measurement

Explore how evidence and customer goals guide CX measurement and improvement decisions.

• Learning content

  An Introduction to CX Measurement

  Explore how measurement supports evidence-based improvements and connects customer experience with business outcomes.

  • Customer perceptions
  • Evidence-based decisions
  • Improvement priorities
  • Financial outcomes
• Case study

  Case Study: CX Measurement Matters

  Uses a JetBlue example to explore how customer feedback can inform decisions, employee education and service improvements.

  • JetBlue case study
  • Customer surveys
  • Insight sharing
  • Service improvements
• Learning content

  A CX Measurement Framework

  Explore how customer goals and evidence can guide the foundations of a CX measurement framework.

  • Customer goals
  • Assumptions and evidence
  • Measurement framework

Connect operational data, customer perceptions and outcomes within a CX measurement framework.

• Learning content

  Customer Experience Lens

  Introduces a measurement lens linking events in the customer journey with subsequent customer behaviour.

  • Customer journey events
  • Customer behaviour
  • Metric types
• Learning content

  Descriptive & Perceptive Metrics

  Distinguish operational journey data from customers' perceptions of their experience.

  • Operational data
  • Perception metrics
  • Behavioural observation
  • Measurement technology
• Learning content

  Measurement Tools

  Explore tools for measuring satisfaction, loyalty, effort and customer sentiment.

  • CSAT
  • NPS
  • CES
  • Feedback tools
• Learning content

  Measurement as a CX Driver

  Consider how operational, perception and outcome measures help prioritise CX improvements and connect them to business goals.

  • Descriptive metrics
  • Perception metrics
  • Outcome metrics
  • Business alignment

Explore operational, customer and financial measures relevant to venue experiences.

• Learning content

  The Key Metrics

  Explore operational, sales, complaint and loyalty measures relevant to live event venues.

  • Queue and dwell times
  • Sales and transactions
  • Complaint patterns
  • Outcome and loyalty metrics
• Learning content

  Outcome and Financial Impact Metrics

  Consider how revenue, service costs and sales timing can inform the financial evaluation of venue CX improvements.

  • Revenue change
  • Cost to serve
  • Customer lifetime value
  • Sales by event segment

Explore how strategic goals and business questions guide the choice of CX measures.

• Learning content

  The Right Metrics

  Explore why CX measures should be chosen to answer specific strategic questions rather than treated as a single universal score.

  • Strategic questions
  • Metric selection
  • Metric combinations
  • Qualitative feedback
• Learning content

  Choosing the Metrics: Examples

  Use venue examples to consider how metrics should match a strategic goal and the decision being made.

  • Strategic goals
  • Bar queues
  • Premium lounge investment
  • Metric selection

Explore how KPIs, baseline measurements and comparisons give CX metrics useful context.

• Learning content

  KPIs and Baselines

  Explore how strategic KPIs and consistent baseline measurements help evaluate changes in customer experience.

  • Strategic KPIs
  • Baseline measurement
  • Consistent methods
  • Before-and-after comparison
• Learning content

  Benchmarking

  Explore how internal, industry and competitor comparisons help interpret CX performance and set informed targets.

  • Internal benchmarks
  • Industry benchmarks
  • Competitor benchmarks
  • KPI targets

Explore how customer benefits, costs and expected returns can be brought together in a CX business case.

• Learning content

  Return On Investment

  Explore how estimated and actual returns help evaluate CX investments over time.

  • Return on investment
  • Estimated and actual returns
  • Baseline measurement
• Learning content

  Why a Business Case Matters - a concise summary

  Explore how a concise business case links customer benefits, costs and expected business value.

  • Customer and business value
  • Success measures
  • Costs and ROI
  • Funding model

Reflect on the connections between operational performance, customer emotions, financial outcomes and feedback.

• Reflection

  Reflective Task

  Reflect on how operational issues, customer emotions and financial outcomes are linked, including the importance of responding to feedback.

  • Operational issues
  • Customer emotions
  • Financial outcomes
  • Closing the feedback loop

A glossary section introducing definitions and methods for core CX metrics.

• Learning content

  Glossary - Core CX Metrics

  A glossary covering definitions and methods for core CX metrics.

Explore additional measures across venue support, digital services and environmental conditions.

• Learning content

  Additional Venue Metrics for Consideration

  Explore additional venue measures across support, self-service, digital journeys and environmental conditions.

  • Customer support
  • Chatbot and self-service
  • Digital and ticketing journeys
  • Environmental conditions

A knowledge check covering venue metrics.

• Knowledge check / assessment

  Knowledge Check: Venue Metrics

Explore how internal culture, team habits and organisational strengths influence customer experience.

• Learning content

  What Culture Really Means - and Why it Matters

  Explore how shared behaviours and everyday habits affect an organisation's ability to deliver its CX strategy.

  • Organisational culture
  • Employee behaviour
  • CX strategy
• Learning content

  Why Customer Experience Starts with Culture

  Consider why internal culture and ways of working provide the foundations for customer-focused tools and processes.

  • Internal culture
  • Ways of working
  • Customer-focused practices
• Learning content

  Connecting the core attributes to the five CX competencies

  Explore how internal strengths and team habits connect to CX competencies and customer outcomes.

  • Internal attributes
  • CX competencies
  • Team habits
  • Customer outcomes
• Case study

  Case Study & Reflection Task

  Use the course's Southwest Airlines example to reflect on the link between team culture and customer experience.

  • Southwest Airlines case study
  • Team habits
  • Culture and change
  • Personal reflection

Explore how CX capability develops over time and how to reflect on an organisation's maturity.

• Learning content

  CX Maturity

  Introduces a maturity model for considering an organisation's current CX capability and its next stage of development.

  • CX maturity
  • Organisational capability
  • Maturity stages
  • Enculturation
• Case study

  Examples and Case Studies for CX Maturity

  Explore examples of how CX maturity develops as behaviours and practices become part of organisational culture.

  • CX maturity stages
  • Organisational behaviours
  • Embedded CX culture
• Learning content

  Additional Information

  Explore enculturation through examples of embedding customer focus and employee empowerment in everyday decisions.

  • Enculturation
  • Customer-focused decisions
  • Employee empowerment
  • Live event applications
• Reflection

  CX Maturity Self-Assessment Scoring Tool

  Use a self-assessment framework to reflect on organisational CX maturity and improvement priorities.

  • Maturity stages
  • Self-assessment
  • Scoring and interpretation
  • Improvement priorities

Reflect on personal CX beliefs, organisational maturity and opportunities to influence change.

• Reflection

  Self-Reflection Takeaway Execise

  Reflect on your CX beliefs, your organisation's maturity and personal commitments to customer-focused change.

  • CX beliefs
  • Organisational maturity
  • Personal commitments
  • Influence mapping

Explore how people, employee experience and shared practices turn CX intentions into everyday delivery.

• Learning content

  From Ignition to Enculturation

  Explore how employees and partners turn CX intentions into practical behaviours and lasting cultural change.

  • CX culture
  • Employee behaviour
  • Partner involvement
  • Enculturation
• Learning content

  MX + EX = CX

  Explore how operating requirements and employee experience combine to shape customer experience.

  • Mandatory experience (MX)
  • Employee experience (EX)
  • Customer experience (CX)
  • Goal mapping
• Learning content

  Customer Goals

  Consider how basic expectations, enhanced experiences and differentiators relate to visitor goals.

  • Basic expectations
  • Enhanced experiences
  • Differentiators
  • Goal mapping
• Learning content

  Launching a CX Programme

  Explore how research, education and shared working practices support the launch of a customer-focused programme.

  • Customer research
  • Education and communication
  • Leadership alignment
  • CX maturity
• Case study

  Case Study: A New Vision for CX

  Explore a composite arena scenario connecting CX vision with employee behaviour, training and measurement.

  • Horizon Arena scenario
  • Shared CX standards
  • Staff behaviour
  • CX maturity assessment

Explore the course's airline case study on culture, operational alignment and organisational change.

• Case study

  Case Study: The Rise and Fall of Southwest Airlines

  Explore the course's Southwest Airlines case study on the relationship between culture, operations and organisational change.

  • People-first culture
  • Operational alignment
  • Culture and change
  • Customer loyalty

A knowledge check linked to the Horizon Arena case study.

• Knowledge check / assessment

  Knowledge Check: Horizon Arena

Revisit how organisational strengths, CX competencies and employee behaviour support customer-focused culture.

• Learning content

  Course Conclusion

  Revisit the connections between organisational strengths, CX competencies, maturity and employee behaviour.

  • Organisational strengths
  • CX competencies
  • CX maturity
  • Employee behaviour

A graded knowledge test at the end of the course.

• Knowledge check / assessment

  Final Knowledge Test (graded)