Cranfield helps you get closer to your customers

Programme director Dr Emma Macdonald (pictured) said: "In the past, customers learned about products and services through what a company told them. This is no longer the case. Keeping close to customers has never been more important as empowered consumers take less notice of marketing campaigns, listening instead to the experience of other customers, online and offline, and doing their own research." She added: "The outside-in perspective that we teach provides a new way of managing the customer experience. On the programme, we will reveal new tools that will help businesses to understand what their customers are thinking and feeling whenever they come into contact with the organisation. "Getting the customer experience right can make all the difference to a company's success in a crowded marketplace." Over the two days delegates will look at ways to understand their customers better and map the journeys they are taking in order to identify the most profitable opportunities to improve customer interaction. The programme will "provide delegates with the confidence and skills to develop an integrated strategic approach to customer experience management and the opportunity to address the customer journey challenge with faculty who are leading the way with research in this field". 'Customer experience strategy: Creating a customer-centric organisation' starts at Cranfield in May 2014. For details, contact Laura Lack on 01234 758122 or laura.lack@cranfield.ac.uk