Measuring and Improving the Customer Experience (Half Day) | School of Marketing | ANA

Measuring and Improving the Customer Experience (Half Day)

(Half Day Workshop)

Customer experience (CX) is quickly becoming a key competitive differentiator for brands, yet many marketers and CX practitioners do not have a clear understanding of how measurement (establishing the right KPIs, methods, and processes necessary to make meaningful improvements) can bridge the gap between ‘good’ CX and one that consistently drives sales, brand affinity, and lifetime value.

Enabling great experiences for customers supported by people, processes, and technology within an organization is a game-changer for those companies that succeed. The speed at which these practices are applied could mean the difference between steady growth and losing out to the competition. A critical step to success is the ability for an organization to understand what, where, when, and how to measure customer experience.

The framework outlined in this course was created to help organizations with the tools, methods, and processes needed to measure customer experience with the goal of continuous improvement. Led by an industry expert, best-selling author, and keynote speaker with 20+ years in the marketing and customer experience profession for Fortune 1000 companies, this workshop will walk you step-by-step through the processes and methods organizations need to implement in order to successfully measure and optimize their customer experience efforts.

Who is this workshop for?
This workshop is for marketing executives and professionals that want to understand how to measure and analyze customer experience (CX) metrics and implement improvements in their CX programs, including:

  • CXO and Customer Experience Team
  • CMO and Marketing Team
  • CSO/CRO and Sales Team
  • Chief Product Officer and Product Team
  • Customer Service

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness and maximizing marketing ROI.

This workshop helps attendees improve marketing efficiency by teaching them:

  • How customer experience fits within an organization, and the many roles that have responsibility in ensuring its success
  • How to determine the best measurements for your organization, as well as the methods and tools to measure them
  • How to create an internal mindset for continuous improvement of customer experience

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to define and track customer experience success metrics and KPIs
  • How to apply best practices to your unique customer journeys, processes, and platforms
  • The best way to ensure company-wide adoption of customer experience practices and measurements

 Download the full agenda here


  • Greg Kihlstrom

    Greg Kihlström is an author, entrepreneur, and speaker that helps organizations turn big ideas into real, tangible results. He is an ANA Faculty member who helps Fortune 500 companies with customer experience, employee experience, and digital transformation initiatives.