Customer Experience

IE Business School

Marketing and sales

About Programme

In an increasingly customer-centric business environment, the Programa Ejecutivo en Customer Experience Management (CX) equips professionals with the skills to design and manage exceptional customer experiences that create sustainable value for the organization. This program builds a deep understanding of how the customer experience directly impacts customer loyalty, brand reputation and the bottom line. Throughout the program, participants will explore advanced strategies for designing and managing the customer experience, both internally and externally. Key topics include identifying and analyzing customer touchpoints, using emerging technologies to personalize interactions and measuring the impact of CX initiatives on business objectives.

The program also emphasizes the importance of building an organizational culture that adopts a customer-centric mindset, encourages cross-departmental collaboration and fosters empathetic leadership. Participants will develop a holistic view of the customer journey, while identifying opportunities to innovate and differentiate their organizations in a competitive market.

Eleven sessions and 171 students between March 2021 and March 2026. Average class size of 16 students with 20 years of professional experience. Participants came from a variety of sectors (food, energy, retail, pharmaceuticals, leisure, travel, media, industrial manufacturing, fashion, telecommunications, sports, insurance) and organizations (consulting firms, B2B, B2C, private enterprises, public companies and startups).

Average satisfaction: 9.4 out of 10.0. Highest score: 9.8 (PCX10 and PCX11)

Average NPS: 75%. Record: 100% (PCX6, PCX8, PCX10 and PCX11)

Programme Content

We’ll explore the key tools for delivering the best CX, measuring CX and driving business growth, as well as the cultural aspects companies must address to achieve this.

Week 1: CX as a Business Driver

Week 2: Customer Experience Design and Management

Week 3: Technology, Data and Processes

Week 4: Culture, Organization and Employee Experience

The instructors share real-life case studies from their respective organizations, shared firsthand from one professional to another. They also encourage group discussion for insight into participants’ day-to-day work.

We visit leading companies in the field of customer experience, guided by several of the instructors (in this edition, we’ll visit Ilunion and Netflix).

Participants will

work on cross-functional case studies introduced at the beginning of the course. In the final session, they’ll present their proposals in teams for the entire group to discuss.

Participants will receive comprehensive learning materials, including a guide and a customer experience glossary written by Luz Hernández, as well as all the case studies and a specific bibliography for each area (books, articles and specialized newsletters recommended by the professors).

They also become part of our alumni community. They’ll be invited to CX events held by IE Business School and to new classes in future sessions.