Data-Driven Customer Experience



Course Reference No:
CRS-N-0053443 (Classroom Learning)
CRS-N-0046390 (Synchronous e-Learning)

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Course Objectives

Customer experience happens in every offline interaction to online transaction. A good customer experience drives customer retention, brand loyalty and revenue growth. There are many routes to improve your customer experience management, such as doing better customer service based on experience, as well as evidence from data. The old management adage tells us “you cannot manage what you do not measure”.

This 2-day course will enable you to take advantage of data analytics to understand what really matters to a customer. The tools metrics to assess customer touchpoints and data points against which you can track and analyse are included in the programme. This will demonstrate accountability and allow you to better understand, act on and align efforts in customer experience management.

At the end of the course, participants will be able to:

  • Understand how to measure customer experience effectively
  • Apply analytics to customer journey, customer feedback and review
  • Make use of real-time customer data captured online
  • Learn how to use customer analytics to make evidence-based decisions in customer service, marketing and customer relationship management

Outline

The topics will cover:

  • Customer Experience and Customer Journey
  • Customer Research Methods
  • Online Customer Experience
  • Workshop: Customer Journey Mapping
  • Survey Questionnaire Design
  • Workshop: Customer Survey Design
  • Customer Data Analytics Methods
  • Data Visualisations and storytelling
  • Workshop: Survey Data Analysis
  • A Primer of Text Analytics
  • Workshop: Customer Feedback Analysis

Tools

Orange, Tableau

Pre-Requisites

Basic understanding of data analytics

Who Should Attend

Professionals and managers who are responsible for customer experience management

Mode of Training

On-campus or Online (Live)

Speaker

Dr. Guo Lei

 

Guo Lei is an active educator and researcher in data science, behavioural study and design thinking, with extensive experience in delivering practice-based learning programmes and applied research projects with successful results.

Starting her career in Singapore as a marketing practitioner, Dr Guo worked across manufacturing, entertainment and education industries. She was the Chief Representative in China for a Singapore listed company. She was also responsible for setting up Shanghai Office and promoting executive education programmes for NUS Business School in Greater China market.

With the aspiration of bridging the gap between research and practice, Dr Guo pursued her PhD in the UK, where she worked on large-scale research projects with Cambridge University Service Alliance, BAE Systems and China Mobile.

Dr Guo returned to Singapore and joined NUS as a faculty member in 2011. She has particular experience in tackling complex challenges through applied research and education. She was the Principal Investigator for a series of research projects to inform better public transport policy decisions. She consults local and overseas corporate clients on data analytics, user experience design and service innovation. Dr Guo teaches executive programmes of Data Analytics and Design Thinking at NUS. She has a passion for engaging and inspiring working professionals at all levels by applying the theory to real world business applications.

Dr Guo holds a PhD in Marketing from University of Exeter, an MBA from University of Adelaide and a BA in Literature from Beijing Normal University.

DATE

25 - 26 Nov 2020(Online)
10 - 11 Dec 2020 (Online)
13 - 14 Jan 2021 (Online)

DURATION

2 Days
9.00am to 5.30pm
(Daily)

VENUE

National University of Singapore
University Town

International Participants

S$2,033.00

Incl. GST

Singapore Citizens
(39 yrs old or younger) 

or 

Singapore PRs

S$609.90

Incl. GST

Singapore Citizens
(40 yrs or older)

S$229.90

Incl. GST

Enhanced Training Support for SMEs

S$229.90

Incl. GST

Sign Up Now

Fees & Fundings

International
Participant
Singapore Citizen1
39 years old or younger
Singapore Citizen1
40 years or older eligible for MCES2
Singapore PRs Enhanced Training
Support for SMEs3
Full Programme Fee S$1,900.00 S$1,900.00 S$1,900.00 S$1,900.00 S$1,900.00
SkillsFuture Funding
(Refer to Funding Page for Claim Period)
- (S$1,330.00) (S$1,330.00) (S$1,330.00) (S$1,330.00)
Nett Programme Fee S$1,900.00 S$570.00 S$570.00 S$570.00 S$570.00
7% GST on Nett
Programme Fee
S$133.00 S$39.90 S$39.90 S$39.90 S$39.90
Total Nett Programme
Fee Payable, Incl. GST
S$2,033.00 S$609.90 S$609.90 S$609.90 S$609.90
Less Additional Funding if
Eligible Under Various Scheme
- - (S$380.00) - (S$380.00)
Total Nett Programme Fee, Incl. GST,
after additional funding from the various funding schemes
S$2,033.00 S$609.90 S$229.90 S$609.90
S$229.90


  1. All self-sponsored Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to pay for the programme. Visit http://www.skillsfuture.sg/credit to select the programme. 
  2. Mid-Career Enhanced Subsidy (MCES) - Singaporeans aged 40 and above may enjoy subsidies up to 90% of the programme fee. 
  3. Enhanced Training Support for SMEs (ETSS) - SME-sponsored employees (Singaporean Citizens and PRs) may enjoy subsidies up to 90% of the programme fee. For more information, visit http://www.ssg.gov.sg/programmes-and-initiatives/training/enhanced-training-support-for-smes.html?_ga=2.154478072.1748789781.1519700056-512306731.1519700056
  4. Eligible organisations (excluding government entities) may apply for the absentee payroll funding via SkillsConnect at www.skillsconnect.gov.sg for Singaporean/permanent resident participants attending the programme during working hours. The absentee payroll funding is computed at 80% of hourly basic salary capped at $4.50 per hour or $7.50 per hour for SME. For more information, visit https://www.skillsconnect.gov.sg/sop/portal/e-Services/For%20Employers/AbsenteePayroll.jsp
  5. Eligible individuals may apply for training allowance capped at $6/hr under the WSS scheme, visit- https://www.wsg.gov.sg/programmes-and-initiatives/workfare-skills-support-scheme-individuals.html for more information on WSS.
  6. NTUC Training Fund (SEPs) – All self-employed (i.e. freelancers and sole-proprietors-with-no-employee) Singaporeans and Permanent Residents are eligible to apply for the NTUC Training Fund (SEPs) from NTUC’s Employment and Employability Institute (e2i). Click here for more information.
NTUC members enjoy 50% of the unfunded course fee support for up to $250 each year for courses supported under UTAP (Union Training Assistance Programme). Terms and Conditions apply. Please visit http://skillsupgrade.ntuc.org.sg
Sign Up Now
 
19 November 2020