CUSTOMER EXPERIENCE (CX) MANAGEMENT PROGRAM

The Customer Experience (CX) Management Program is delivered in partnership with DXCON, the official representative of Qualtrics in Vietnam. Qualtrics is the world’s leading provider of Customer Experience (CX) management software and experience management solutions.
This highly practice-oriented program goes beyond introducing participants to the principles, frameworks, and essential skills required for effective Customer Experience Management. It also provides hands-on exposure to internationally recognized CX tools, particularly the Qualtrics Customer Experience Platform, which is widely adopted by leading global corporations.
Upon completing the program, participants will have the opportunity to use the Qualtrics CX platform free of charge for one year within their organizations, allowing them to evaluate its effectiveness before deciding whether to implement the solution on a long-term basis.

Session 1 – Building a Customer-Centric Operating Model
Participants will explore:
• The defining characteristics of customer-centric organizations
• Business benefits of adopting a customer-centric operating model
• Key challenges in implementing a customer-centric strategy
• Customer Experience Management as a core component of customer-centric transformation
• A systematic approach to organizational change management
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Session 2 – Understanding Your Customers
Topics include:
• The role of qualitative and quantitative research in understanding customer needs
• Best practices for conducting focus groups and in-depth interviews
• Understanding customer subconscious behavior through storytelling, visual cues, and memorable moments
• Developing effective customer personas
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Session 3 – Customer Experience Design
Participants will learn:
• Designing customer experiences from the customer’s perspective through experience motifs and memorable touchpoints
• The role of Customer Journey Mapping as a diagnostic and strategic planning tool
• Key components of an effective Customer Journey Map
• Design Thinking and its role in creating meaningful customer experiences
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Session 4 – Case Studies & Developing a Customer Experience Strategy for Vietnamese Enterprises
Topics include:
• Analyzing customer service strategies adopted by successful organizations
• Applying proven Customer Experience best practices to Vietnamese businesses
• Hands-on development of a comprehensive Customer Journey Map
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Session 5 – Employee Engagement
Participants will study:
• The Service-Profit Chain
• Designing business models that place both customers and employees at the center of organizational success
• Three key dimensions of employee motivation
• Employee engagement strategies for customer-centric organizations
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Session 6 – Customer Engagement & Loyalty
Topics include:
• Customer Lifecycle Management
• Applying the Trust Equation to develop and strengthen customer relationships
• Understanding how customer loyalty is created and sustained
• Using customer data to effectively manage customer experiences
• Strategies for building long-term customer loyalty
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Session 7 – Customer Feedback and Continuous Experience Improvement
Experience Measurement Framework
Participants will learn how to measure:
• Key Customer Experience metrics, including:
o Net Promoter Score (NPS)
o Customer Satisfaction Score (CSAT)
o Customer Effort Score (CES)
o Customer Lifetime Value (CLV)
• The relationship between CX metrics and organizational performance indicators
• Methods for measuring customer experience across multiple touchpoints
Measurement Methodology
Topics include:
• Identifying critical customer journey segments for measurement
• Selecting appropriate methods for measuring customer experience and related performance indicators
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Session 8 – Special Workshop: Designing and Optimizing Your Organization’s Customer Journey
The program concludes with an intensive practical workshop in which participants will:
• Present their Customer Experience improvement projects
• Receive feedback and consultation from instructors and industry experts
• Discuss practical implementation challenges within their organizations
• Participate in the Closing Ceremony and Certificate Presentation