Digital Customer Experience Masterclass (16 hrs) by MDIS

• Learn about the various stages in the purchase cycle
• Use user research tools and techniques to uncover usability and UX problems on any site
• Implement a proven and repeatable process that will result in more revenue per visitor
• Extract the highest value insights from Google Analytics, heat maps, user recordings, and form analytics

The Digital Customer Experience

• Understand what it means by “the customer experience journey” and how to map it
• Identify the purchase cycle for your business and recognise the various stages involved in it
• Identify how digital technologies can be applied to improve the overall consumer experience

Digital Audit

• Evaluate the progress you have made in using digital technologies to support business growth, reduce costs, and become more efficient
• Identify the “digital gap” (the ‘gap’ between your current use of digital technology and where you should be) and the opportunities available
• Develop a digital action plan by listing the main areas for future improvement

Web Usability and User Experience (UX)

• Putting your customers first
• The ins and outs of every element of a typical page (e.g. header, photo, design, text, call to action, USP, etc.)
• Using heatmaps for presentations to impress stakeholders
• Using chatbots and artificial intelligence

Customer Feedback, Social Customer Service, and Reputation Management

• Monitoring online conversations consistently in real-time and through various tools
• Formulating clear guidelines to ensure a consistent approach to responses and interactions with customers
• Taking the necessary steps to mitigate any fallout from a Public Relations crisis

Data and Analytics

• What ‘big data’ is and what significance it has for business
• The web and internal analytical tools that can get the most out of this data
• Insights into how people interact with your forms
• Techniques that allow you to use data to build a relationship with your visitors

Participants will undergo experiential learning through mini-lectures, case studies, group discussions, role plays, quizzes, and videos.

This course is suitable for:

• Individuals with few years’ of marketing communications experience who want to gain digital customer experience skills
• Business owners who want to understand customers better
• Digital marketers who want to learn and strengthen digital customer experience strategies
• Brand managers whose roles involve the research, planning, development, delivery, and analysis of marketing communications