Transforming Customer Experiences

Programme Overview

Superior customer service can differentiate your business in the marketplace. Organisations are finding that if they enhance the customer experience, a relationship can form between the customer and the organisation. Sustaining this relationship over time leads to customer satisfaction and loyalty, which enhances an organisation's competitive position and increases its profitability. Through case studies, class discussion, and presentations, you will gain a firm understanding of the key decision variables required to successfully adopt and use this methodology in B2C, B2B and B2B2C environments.

Learning Outcomes

On completion of the programme, participants should be able to:

Enhance competence as future leader
Gain knowledge, skill and ability in CRM
Enhance ability to formulate action plan to address real-life business issue

Programme Curriculum

1. Strategic Thinking in CRM I: Customer Centric

The changing environment
Want to be customer centric?
Case study

2. Strategic Thinking in CRM II: Value Proposition and Competence Issue

Marketing Process
Strategic Marketing Versus Tactical Marketing
Customer value proposition
Case study

3. Application and Action I: Strategic Focus for Execution

Point of resonance for strategy execution
Creative problem solving

4. Application and Action II: CRM Program: Satisfaction to Loyalty

Definition of customer relationship management (CRM)
Concept of customer satisfaction
From customer satisfaction to customer loyalty

5. Application and Action III: Customer Experience Creation

Definition of customer relationship management (CRM)
Customer experience
Customer experience creation
Identifying critical touch points along the buying process
Customer experience blueprinting

Key Benefits

Complimentary 2-week access to one of the selected Self-Paced Programmes for Executives
Certificate of Attendance will be awarded to participant upon completion of the programme
Special offer on Self-Paced Programmes for Executives subscription
Consultation session at special rate is available upon request
Becoming an Associate Member of CUHK Business School Alumni

Who Should Attend

Senior executives in either B2C or B2B companies wanting to improve service, including service companies, product companies with service-based strategies, or companies shifting from a product focus to a service focus.

Certificate of Attendance

Certificate of Attendance will be awarded to participant upon completion of the programme.

Duration : 1 day (Total 6 hours)

Programme Dates: 19 March 2024

Venue: Cheng Yu Tung Building, CUHK Shatin Campus

Faculty

Prof. Larry Poon

Adjunct Associate Professor

The Asia-Pacific Institute of Business

CUHK Business School

Biography

Programme Details

Programme Dates: 19 March 2024

Application Deadline: 20 February 2024

Medium of Instruction: English / Chinese

Duration: 1 day (6 hours)

Venue: Cheng Yu Tung Building, CUHK Shatin Campus

Programme Fee: HK$8,000

Early Bird offer: HK$7,200 (register by 6 February 2024)
“Learn together” offer: HK$7,200 (enroll in the same programme with friends)

Remarks: Two applicants must enroll together at the same time in the same programme. Therefore, this offer does not apply when enrollment of two participants at different times or for different programmes.

Alumni rate: CUHK/CUSCS/APIB Alumni can enjoy a 15% discount on the programme fee
Corporate rate: please contact our education professionals for details
Continuous Learning Offer: Additional 5%, 10% and 15% discount will be offered to applicant who has previously completed 1, 2 and 3 programme(s) of the Digital Leadership Series for Executives within 24-month period, respectively. This offer can be used in conjunction with other promotional privileges.