Measuring and Improving the Customer Experience - Virtual | School of Marketing | ANA

Measuring and Improving the Customer Experience - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

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 marketers with the tools, methods, and processes needed to measure customer experience. 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 virtual workshop will walk you step-by-step through the processes and methods required to successfully measure and optimize 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

Download the full benefits here

  • Setting the Stage (5min)
  • Defining Customer Experience (20min)
  • Whose Job is Customer Experience (10min)
  • Metrics of Customer Experience (20min)
  • Data, Platform and Governance  (25min)
  • Break (5min)
  • Defining Your Own Success Metrics (40min)
  • Measurement and the Customer Journey  (50min)
  • Closing (5min)



Greg Kihlstrom

The Agile World

Greg is a best-selling author, speaker, and entrepreneur. He has worked with some of the world’s leading organizations on customer experience, employee experience, and digital transformation initiatives, before, during, and after selling his marketing agency, Carousel30. He has worked with some of the world’s top brands, including Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota and VMware. He currently serves on the University of Richmond’s CX Advisory Board. Greg is Lean Six Sigma Black Belt certified, and holds a certification in Business Agility from ICP-BAF.

Greg’s book, The Center of Experience (2020) talks about how customer and employee experience can be operationalized into a cohesive brand experience. His podcast, The Agile World, features leaders from top brands discussing marketing, customer experience, and digital transformation.

He writes for Forbes and has been featured in publications such as Advertising Age, SmartCEO, Website Magazine, and The Washington Post. He’s participated as a speaker around the world, and has guest lectured at several schools including VCU Brandcenter, Georgetown University, Duke University, and University of Maryland.