Customer Experience Innovation

Explore innovative techniques for creating superior customer experiences that set your business apart from its competitors.

Duration

6 weeks, excluding
orientation

Effort

7–9 hours per week,
self-paced learning online

Learning Format

Weekly modules,
flexible learning

This Course Is for You If:

 

  • You are a marketing professional needing to expand your existing skill set and understand the innovative technologies that optimize customer experiences

  • You have moved, or are looking to move, into a leadership role that requires you to guide your team in creating valuable consumer engagement

  • You are an executive or business leader who wants to develop a sound CX strategy and delegate its key responsibilities to your team

On Completion of This Course, You Will Walk Away With:

1

The ability to use the 5Cs framework, developed by the Academic Directors, to create a superior customer experience (CX) across each stage of the consumer journey.

2

A personalized CX tool kit to drive dynamic customer experiences and deliver business growth.

3

The expertise to leverage data and innovative marketing technologies (MarTech) to better acquire, retain and expand customer relationships, while aligning a MarTech strategy with overarching business objectives.

4

An understanding of the various techniques for measuring and optimizing CX, and the skills to measure your CX lifetime value.

Course Curriculum

Over the duration of this online course, you will work through the following modules:

Module 1 Driving Customer Experience Along the Customer Journey
Explore the evolution of marketing and learn how the 5Cs framework can optimize the customer experience.

Module 2 Contextual Insights and Content Strategy
Learn about the role that content and context play in the customer journey.

Module 3 Measuring and Optimizing Customer Experience
Understand how the capabilities of conversion and calibration can improve the customer experience.

Module 4 Dynamic Customer Relationship Management
Foster dynamic customer relationships through customer service and collaboration.

Module 5 Using a MarTech Strategy to Drive Dynamic Customer Experiences
Learn how to develop a marketing technology (MarTech) strategy in alignment with the 5Cs framework.

Module 6 Measuring and Tracking ROI of Customer Lifetime Value
Reflect on how to drive customer lifetime value through an application of the 5Cs framework.

 

Please note that module titles and their contents are subject to change during course development.

 

Academic Directors

Vijay Viswanathan

Vijay Viswanathan, Professor and Associate Dean of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University

Viswanathan’s research focuses on consumer decision-making, especially in relation to branding, pricing, cross-media consumption and social influence. His research has important implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement and omnichannel strategy. Viswanathan’s work spans a broad range of industries such as automobile, chemical and pharmaceutical, e-commerce, entertainment, financial services, luxury goods, media and retail. He teaches courses related to marketing research, marketing strategy and integrated marketing communications across various programs and has been recognized as one of the top 100 faculty and staff at Northwestern University.

Frank Dudley

Lecturer, Medill at Northwestern University

Dudley is a faculty member at Northwestern University, and has developed and authored numerous research studies in collaboration with the ANA, the PMA, Northwestern and many Fortune 500 firms. In addition to teaching at Northwestern, he is also president of the Financial Marketing Institute, which conducts the most comprehensive research on digital marketing and media for the financial services industry in the U.S. Before managing the Financial Marketing Institute, he held the positions of CMO, EVP of research, strategic planning and analytics for MKTG, Inc. (now part of Dentsu Aegis Network), and was head of marketing of Guideline/Opinion Research Corporation, as well as the first director of the Internet Advertising Bureau (IAB). He also served on the founding C-level management teams of several successful digital startup companies, including Virtusa (EVP, chief marketing officer), Harvard Business School’s ZEFER (EVP and chief innovation officer), and Viant (chief creative officer).

An Online Education That Sets You Apart

This Northwestern Medill online course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:

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Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.

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Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.

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Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.

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