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Professional Academy Diploma in Customer Experience (CX) & Behaviour

Live Expert-Led Learning Next Course Starts Sep 19th from €1,530

Good customer experiences (CX) make consumers more likely to convert, to spend more, to make repeat purchases, and to recommend your brand to others. CX thinking is valued in marketing, sales, and customer-facing roles and is increasingly the ‘secret sauce’ helping organisations to stay ahead of the competition.

Learn to blend the ingredients of optimum customer experience – that combination of seemingly intangible interactions with a brand which, when done right, can lead to very tangible business results. 

Over just 12 weeks, you’ll gain a real understanding of the role of CX in developing B2B and B2C strategies. With practical guidance and real-world examples, you’ll discover how to build stronger relationships with customers by better understanding their needs, desires, and emotions.

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Browse our upcoming live online classes. Download your brochure to learn more.

Starts 19 Sep — Ends 05 Dec 24

Part-time / evening
  • Live online lectures with an industry expert
  • 12 weeks: One 3 hour lecture per week
  • Thursdays, 6.30pm - 9.30pm

Secure your place with a 50% deposit and the rest after your course commences. Save an additional 5% when you pay in full at time of booking.

Why UCD Professional Academy?

  • Valuable, trusted certification
  • Industry expert lecturers
  • Flexible learning options

Customer Experience & Behaviour Course Modules

Dive into the concepts and theories of the important, growing discipline of Customer Experience (CX). In this highly practical course, you’ll look at the many touchpoints in a business-customer relationship and learn what approaches and tactics can be used to ensure that they deliver an omnichannel experience that is personalised, productive, and positive. Consumer behaviour is becoming increasingly affected by external factors, and business decision-making needs to adjust to this. Understanding motivations – what people want, need, and value – helps businesses place customers at the heart of the business, with huge and lasting potential to improve business performance.

Or browse our wide range of expert-led online courses and grow your career potential today.

1. Introduction To Customer Experience (CX) & Behaviour

Learn about the core principles of customer experience (CX), and why it is an important metric for businesses.

  • Introduction to customer experience (CX)
  • Why focus on CX?
  • Latest thinking and research on CX
  • CX vs user experience (UX)

2. Understanding The Modern Consumer

Learn how understanding modern consumer behaviour can inform planning for segmentation, targeting, and positioning.

  • Introduction to consumer behaviour
  • Latest research on customer behaviour
  • McKinsey’s buyer behaviour model
  • Segmentation, targeting, and position

3. Planning Omnichannel Campaigns

Learn what an omnichannel campaign is and how to plan one.

  • Introduction to omnichannel planning
  • Understanding omnichannel
  • Best-in-class examples

4. Customer Service vs Experience

Learn the key differences between customer service and customer experience.

  • Distinctions between customer service and CX
  • Blueprinting customer service
  • Marrying CX to Customer Service

5. Customer Personas In Customer Experience

Learn what customer personas are, and how to design the CX experience - including customer journey mapping.

  • Introduction to persona development
  • Applying personas to CX
  • Defining brilliant CX

6. Designing The Customer Experience

Understand how to design the optimum customer experience for your organisation.

  • Designing experiences
  • Customer journey mapping
  • Identifying key points on a journey

7. Exploring Gaps In Customer Experience

Discover how to identify gaps in customer experience and strategies to close those gaps.

  • Identifying gaps in CX
  • Developing strategies to close gaps

8. Employee Experience

Understand the role that employees have in CX and the impact of CX on the wider organisation.

  • Employee roles in CX
  • The role of people in CX
  • Internal marketing
  • CX in the wider firm

9. Insights & Metrics For CX Programmes

Review the key metrics to be considered when implementing a CX programme.

  • Identifying and using CX metrics
  • Net promoter score (NPS)
  • Customer service score (CSAT)
  • Customer effort score (CES)
  • Customer churn rate

10. Storytelling: Linking CX To CRM

Explore storytelling in CX and learn how to use storytelling to craft and deliver the right message for your campaigns.

  • Storytelling in CX
  • Bringing your brand to life
  • Crafting the right message
  • Delivering the message

11. Customer Experience (CX) Value Across Organisations

Learn how we assess the value of good customer experience (CX) across the organisation.

  • Assessing the value of CX
  • Presenting the internal message
  • Getting C-Suite support
  • CX across an organisation

12. Course Review & Implementation

In this final module, you will review all the material covered and go back over the key concepts.

  • Course overview
  • Assessment overview
  • Course conclusion

Access to thousands of journals, articles and papers. Free of charge.

Students taking part in this course will now have access to the EBSCO Online Library, free of charge, for the full duration of the course. Here you can browse thousands of relevant journals, articles and other reliable academic and commercial texts like the Harvard Business Review, Bloomberg Businessweek and Forbes Magazine, to supplement your learning and assignments.

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Frequently Asked Questions

Is this course right for me?

This course would suit professionals who want a career focused on customer experience, those looking to understand their customers better in order to strengthen their business, as well as those interested in pivoting their marketing/business strategies to take a more customer-centric approach. You will learn how to develop a customer experience strategy and apply it in practical ways across a business – for this reason the course is particularly suitable for professionals with marketing or sales experience, or at least a grasp of basic marketing concepts. This course doesn’t explore digitalisation within the CX discipline or teach the use of CX tools.

How will this course help with my career?

An increasingly fundamental skill for marketers, CX thinking benefits any professional whose role feeds into business development. You will be able to bring the insights learnt on this course to bear in a variety of professional roles. You will have the skills to communicate the value of CX within your organisation as well as apply customer experience to real-world situations. CX is a great career development opportunity and an increasingly valued skill with forward-thinking employers.

What is the online learning experience like?

You will need a computer capable of running VirtualBox - your hacking environment (minimum 4GB RAM/memory and 20GB hard disk with a recent OS - Windows 10, OS X Catalina, or 2020 Linux release) and administrative access to install software on the computer. During lectures, you will be shown how to set up the environment and use features. Many sample files and exercises are provided at the start of every session, and these will help build your confidence as you discuss examples and practice what you have learned.

What is the student experience like?

Student care is a high priority at UCD Professional Academy, which is why our Student Services team is on hand to support you throughout your time with us. They will respond to any queries you have, help you with any technical issues, and facilitate your learning experience at every point. All students are given access to our Student Portal, where you can see your timetable, access all your study materials, and manage your account.

How is this course assessed?

If you are studying an online course, your assessment will also be submitted online.

This course is assessed through two projects. The first is a learning journal (worth 40%), which you will complete each week and submit at the end of the course. The second is a written CX Strategy (worth 60%), which is due two weeks after the end of the course.

It is expected that you will spend around 15 hours on assignment writing.

What are the benefits of a Professional Academy Diploma?

UCD Professional Academy Diplomas and Certificates are designed to give your career an advantage. Developed in conjunction with industry thought leaders our courses teach practical, applied skills to support you to achieve your career and business goals. Professional Academy Diplomas are suitable for career minded learners wishing to advance their professional skills and prospects rather than their academic credentials.

The Professional Academy is an independent wholly owned part of UCD designed to address the need for skills development in the workforce. Courses tend to be short, designed and delivered by industry practitioners, and are not part of nor do they lead to a traditional University award such as a degree or a masters. They are widely accepted by employers and many students are sponsored to study by their organisation.

For full details of UCD Professional Academy’s Certifications & Governance please visit https://www.ucd.ie/professionalacademy/governance/

How do I get my Professional Academy Diploma?

Your UCD Professional Academy Diploma will be issued electronically on a secure platform, with a link that you can share with employers and others wishing to verify your credentials. You can also add this certificate to your LinkedIn profile.

What payment options are available?

A place on any of our part-time & on demand courses can be secured with a 50% deposit with the remaining balance due within 30 days of the course commencing.

For full-time Bootcamp courses, 100% of the course fee should be paid before starting.

Please note that standard terms and conditions apply, which you can review here: https://www.ucd.ie/professionalacademy/terms-and-conditions/

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Live Classes

  • Weekly live online classes
  • 36 hours of course material
  • Complete in 12 weeks
  • Online classes delivered via Zoom
€1700 €1,530 Enrol Now
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