Data-Driven Design for Customer Experience (CX)

Course overview

Customer experience (CX) has evolved exponentially over the last decade as we enter a new era of the experience economy and these changes aren’t expected to slow. To keep pace with rapid developments and new opportunities, organisations must develop a comprehensive framework that connects digital, physical and social channels to offer a seamless omnichannel customer experience.

This course will equip you with various step-by-step practical frameworks and methods to develop new customer experiences for your organisation as well as give you the ability to implement them consistently across all channels. You will explore different technologies and industry examples, such as the use of AI and digital twin services, and learn how your organisation can go beyond traditional tools by embracing new thinking around customer interactions (including human-human, human-digital and human-ecosystem) to create highly personalised, consistent and integrated experiences.

You will also learn how to use data from different systems and service encounters to your advantage and develop new business models using data as a critical resource to drive new revenue streams.

What will I learn?

By the end of the course you will be able to:

• describe the industrial trends in developing the next generation of services in the digital age
• demonstrate innovation in customer experience at the intersection of digital, physical and social channels
• design customer journeys, emotions and touchpoints
• produce a delightful customer experience
• explain how AI can be used to manage customer experience and measure customer loyalty
• develop data-driven business models (DDBM) and digital service offerings.

Who is this course for?

This course is aimed at:

• specialised learners: people familiar with the service world who wish to refresh their knowledge and gain new thinking about the topic, with an interest in artificial intelligence (AI), digital technologies, CX design and measurement, and data-driven business models. Job titles might include CX/Product/Service/Marketing/Digital Manager, Service Designer or Service Operator
• non-specialised learners: people new to the service and CX world who need new knowledge to complement the product experience they are designing. These people could be: management or engineering graduates, UX designers, entrepreneurs, business development managers or C-suites/executives.

Course delivery

Our certificated courses reflect the Cambridge experience and values, with low student to tutor ratios and academically rigorous standards. Our learning model is designed to help you advance your skills and specialise in emerging areas that address global challenges. We will help you build your network through an engaging and impactful learning journey that encourages collaboration. Courses are delivered in weekly modules, allowing you to plan your time effectively. The assessment criteria will be presented to you at the start of the course, so you can approach your studies with confidence and motivation, knowing what is expected of you and how to meet those expectations. 

Throughout your online learning experience, you will have access to your course tutor, who will help facilitate your learning and provide you with support and guidance during your studies. You can interact with your tutor through a range of media, such as live sessions, discussion forums, email or canvas messaging. 

Each course includes a balance of:

• interactive learning and real-world application so you can directly apply what you’re learning to your own context
• diverse teaching methods to enhance learning outcomes which will be delivered via learning activities such as University of Cambridge academic led videos, quizzes and group work
• optional live sessions (1 hour) with University of Cambridge academics and tutors to deepen your understanding of the week's material. These sessions may include an informal Q&A, a short lecture or a breakout activity that builds on the content introduced that week. All sessions are recorded and made available to stream so you can catch up whenever suits you
• guided critical thinking via our reflective workbook so you can collect, structure and summarise information and your thoughts as you progress through the course. 

What will I get on completion?

Evidence your learning with a Certificate of Achievement from the University of Cambridge on successful completion.