Designing Customer Experiences: From Strategy to Execution

Customer experience (CX) design is no longer just a focus in marketing and business, it now stands as its central pillar. CX design encapsulates the entire spectrum of customer engagement with a business throughout their buying journey – from discovery to evaluation to the purchase of a new product or service – and optimizes these interactions along many touchpoints. While User Experience (UX) focuses on improving a product’s design and usability, CX focuses on improving a customer’s interaction with the brand and delighting them at each touchpoint along the way. Well-designed customer experiences resonate with customers on an emotional level, boost conversions, create loyalty, and drive significant financial returns for a business’s bottom line. Embrace the transformative power of a well-executed CX design within our comprehensive customer experience training program.

Designing Customer Experiences: From Strategy to Execution is a four-day executive education program focusing on the strategic management and design of customer experiences in today’s technology-driven world. The program equips executives with state-of-the-art strategies and tools to manage and design effective and impactful experiences.

In addition to lectures, case studies, and planning exercises, the program uses New York City as a live laboratory to learn how to design, manage, strategize and innovate customer experiences. Visit a tech lab; be part of a world-class services and hospitality experience; immerse yourself in a retail experience tour, and explore the old and new Columbia campuses – and learn about best practices of designing CX experiences that you can transfer and implement immediately in your own business.

Learn how to design truly immersive and transformative integrated experiences. Create an experience from scratch on the first day of the Designing Customer Experiences program. Delve into the essential elements of the experience, including material objects, feelings, ambient spaces, and institutions. Then, explore effective strategies for integrating them with consumers. By the end of the first day of this program, participants can:

The second day of our Designing Customer Experiences program focuses on managing customer experience at every touchpoint. Participants will be able to use the tools of touchpoint analysis to lead a project focused on interaction linkages between the firm and its customers, including:

The third day of this program addresses the competitive landscape of customer experience design. Participants will feel empowered to use customer experience design for competitive strategy and become category leaders in experience-design strategy.

The final day of our Designing Customer Experiences program features new tech developments that are relevant for experience design, such as social media, AR/VR and the metaverse, as well as generative AI experiences such as ChatGPT. Participants will: