Customer Experience (CX)

Businesses that provide extraordinary customer experiences (CX) are better and different for customers and more profitable and longer lasting than their competition. Companies like Apple, ServiceNow, Amazon, REI, Intuit (TurboTax and Quickbooks), and newer businesses and start-ups including Tesla, Grant James Wines, and Stitch Fix, dominate their industries and marginalize competition. These “Experience Maker” companies have surpassed businesses competing by product, service, or price with purpose-built customer experience and the user experience within it. Experience makers have high customer advocacy rates that increase revenues and profitability while reducing customer acquisition cost, churn rates, promotional expenses and more.

This course explores the value of customer experience, the culture and best practices of CX leaders, how customer experience intelligence is developed and applied to decision making that improves and innovates customer experience interactions and strategies. It was developed at UC San Diego Extended Studies to be practical and innovative with input from leading customer experience companies and insight based on the instructor’s professional experience in CX, university based instruction, and as an author of two leading books about customer experience leadership.

This course is designed for domestic and international students and experienced professionals who directly or indirectly impact customer experience; this includes executives, marketing and business professionals, product and service developers, and business owners.


Learning Objectives:

• Understand what customer experience is and its value to help make the case to invest and commit to it.
• Understand the important differences between customer satisfaction and customer advocacy, customer service and customer experience, and what they mean for customer experience development and leadership.
• Define and apply customer experience intelligence for decision making for customer experience strategies and customer interaction improvement and innovation.
• Objectively evaluate customer experiences qualitatively and quantitatively on and off the internet. Then based on insights from the evaluation, make recommendations to fix, improve and innovate customer experience interactions and strategies.