Shaun Smith, Customer Experience Management workshop, Customer Service, Leadership speaker and trainer, Based on Shaun Smith’s business best-seller ‘Managing the Customer Experience’, CEM+™ is a high-impact 2-day customer experience workshop. Drawing on proven methodology and the latest research into how successful companies design and deliver an exceptional customer experience, delegates will learn how to create a distinctive customer experience for their own organisation.

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Customer Experience Management

Led by: Shaun Smith

To book this workshop, please
call us on +44 (0)845 257 0807
or e-mail to:

Who should attend:

Senior executives seeking new ways to improve customer loyalty and differentiate their brand.


2 Day Course


Minimum 10, maximum 25 recommended.


To provide executives with the skills and knowledge that will enable them to develop and manage a highly effective customer experience programme within their organisation.

Topics / Content:

Why customer experience is becoming the new competitive battleground. Customer satisfaction is no longer enough.

The most effective way of researching what your most profitable target customers value and to what extent the current brand and customer experience meets these expectations.

How to define or refocus the brand promise so that it provides value to customers; how to differentiate it from competitors and how to ensure it is actionable.

Customer touchline mapping. How to identify the key customer touchlines within the company and how to deliver the brand promise at each stage.

Organisational alignment. Identifying how processes, people and products can be better aligned to deliver the experience. The workshop will also review the most effective methods for emotionally engaging people and equipping them with the knowledge, skills and attitudes to deliver the brand.

Sustaining it. How to develop customer experience scorecards to keep track of the expectations, experiences and behaviour of the most important customers.


At the end of the workshop, delegates will be able to:

understand what makes a great customer experience

understand how to determine the key loyalty drivers of their most important customers

how to evaluate their organisation’s current customer experience

how to define a brand promise and customer experience that will differentiate the brand and deliver value to target customers

develop an action plan to enable their organisation to implement, deliver and sustain it.


Cost per delegate £950 + Vat.

Trainer Background:

Shaun Smith

Shaun is a leading expert in the field of customer experience, branding and organisational alignment. He is co-author of two books: Uncommon Practice which examines those companies that create exceptional customer experiences; and Managing the Customer Experience, which reveals how leaders can create the organisational capability to deliver an exceptional customer experience for their own company.

Shaun began his career in the airline industry, where he became Head of Customer Service, Sales and Marketing Training worldwide for British Airways. He later moved to Hong Kong to head up Cathay Performa Consulting, where he specialised in training and customer service strategy.

He returned to the UK in the late 1990s as Senior Vice President, Europe for Forum Corporation, which is one of the world’s leading providers of workplace learning.

Over the last 20 years, he has led a wide range of management development programmes including leadership, customer experience, and organisational alignment. He has worked within a diverse range of sectors throughout Europe, Asia Pacific and the US.

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