Customer-Centric Management: Journeys, Surveys, Data [EN]

This course contains the use of artificial intelligence.

A company that maps its customer journey meticulously and has never once mapped the journey of the people serving that customer will eventually lose the people, and then the customers.

Where the score comes from

Satisfaction drops, and the response is a training session for the front line. But the front line is rarely the cause. The cause is a process with a handoff nobody owns, a policy that forces the answer people hate, or a team hired for a script and measured on handling time. Every one of those shows up as a low score attributed to attitude. I have run that training session. It changed nothing, because the thing being measured was downstream of the thing that was broken.

What this course actually covers

One method, applied three times, then the foundation underneath it. First, customer experience at its most developed: owning it, auditing it, building the strategy and the standards, running the team, the metrics — net promoter, satisfaction, effort, first-contact resolution — difficult situations and escalation. Second, the same apparatus turned toward candidates: the journey map, communication and tone, interviews as two-way conversation, the technology and the metrics. Third, turned inward at employees: from the first encounter with your website through onboarding, working, leaving and coming back. Fourth, the instrument all three share — survey types, question design, scales, running it, the report and the action plan. Fifth, process optimisation, because an experience is only ever as consistent as the process behind it.

A note on scope

Twelve of the thirty-four lessons are about candidates and employees rather than buyers. That is the argument of the course rather than a compromise in it. A journey map does not care whose journey it is, and neither do net promoter scores, touchpoint analysis or a feedback loop. If you only want the customer half, the first eight and last eight lessons stand on their own.

Who is teaching this

I am Mike Pritula. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 34 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: journey mapping, the audit structure, service standards and service levels, the metric set, survey design and reporting, 5S, five whys, SIPOC, value stream maps

• Practical work on your own audience rather than a case study

Where to start

Take your lowest satisfaction score from last quarter and ask which process failure sits behind it. If the honest answer is a policy or a handoff rather than a person, you already have the first case for this course. Enrol now and start today.