The SMU DIGITAL ACCELERATOR™
Upcoming Course: October 16 - 19, 2017
This SMU DIGITAL ACCELERATOR™ Customer Experience (CX) Analytics certificate program provides you with the skills and tools to use data strategically within your organization to understand and drive new customer experiences. You will leave the class with an understanding on how to use data to create, manage and grow customers.
When you complete the 8 module certificate program, and pass an optional exam, you are eligible to receive 3 elective graduate credits towards a Masters in Advertising.
Gain analytics understanding and skills necessary to develop, deploy and execute a customer first analytics strategy, as well as create a data-driven decision making culture. Leading practitioners will introduce the foundational understanding of analytics and how it can be used to drive customer experiences to gain a competitive advantage. Using detailed case studies, simulations, and hand-on exercises participants will learn how leading firms such as Amazon, Facebook, Apple, Google and others use data to drive customer experiences. This program will give you an understanding of the current state of analytics and practical operational insights into how to implement this data first culture back into organizations.
- Develop a fundamental understanding analytics and how it can serve as a valuable resource for building and implementing strategic initiatives that drive customer experiences
- Gauge and assess your organization's current customer experience analytical maturity in terms of data, infrastructure, governance and analytics competency
- Explore strategies for recruiting and developing data-saavy talent who can take your analytics capabilities to the next level
- Examine real world case studies of practical customer experience data strategies in action
- Apply skills to a real-world scenario
Who Should Attend
The program is designed for non-technical mid to senior level executives, across a range of industries, who are interested in the following: assessing and focusing on analytics capabilities as it impacts the customer experience; maximizing the value of analytical-oriented investments; expanding enterprise level capabilities in customer experience analytics, and building a data-driven decision making culture.
- Digital Officers, Chief Technology Officers, and individuals building and launching data science teams
- Senior Managers or Directors in Marketing, Supply Chain, Information Technology, Human Resources, Talent Management, Product Development, Operations, and other strategy-related functions
of CX Analytics
In this module, participants will learn the basics of customer experience and data analytics. Primary areas of focus include:
Using Big Data to Advance Strategic CX Agendas
To meet the growing demand of customers, organizations must do several critical things to be successful. This module will focus on the key components to achieving an analytics-driven CX organization, including:
Building a High Performing CX Data Analytics Team
Using data to drive customer experience is a team sport. As a CX data analytics executive, it is your job to recruit, organize, and manage the team to success. This module will discuss:
Participants will learn the fundamentals of CX data informatics, including various data types, data collection and management methods, and various analytics technologies (and selection
CX Data Analytics
An overview of experimental, prescriptive and predictive CX intelligence.
Communicating Analytics: Fundamentals of Data Visualization for CX
The ability to generate powerful reports and dashboards can assist stakeholders with making key CX decisions. This session will discuss:
CX Analytics in the Real World
This module will describe how CX analytics plays in various contexts. A review of real world scenarios where CX analytics has transformed the business model of an organization – perhaps the industry. After completing this module, participants will know how to:
CX Analytics Capstone Project
The course project will give each participant an opportunity to practice what they have learned. You will participate in a simulated business situation in which you will create a case study about your own company’s data challenges and select the best course of action. You will then prepare a final deliverable which will be evaluated by your peers. Additionally, you will have the opportunity to provide feedback on your peer's submissions.
The Accelerator Portfolio
Accelerator Strategy Canvas