Learning objectives :

• Assess the customer impact of your projects and decisions using a structured approach to prioritize what really matters
• Define your department’s values and embody them in your daily work, for both external and internal clients
• Map the customer experience to identify pain points and priority areas for improvement
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Course :

Session 1: Putting the Customer First
Decisions are often made based on what seems feasible or urgent, without truly considering their actual impact on customers. This session introduces a simple method for putting the customer back at the center of project and initiative prioritization.

Example of a tool : The RICE method (Reach: How many customers would this decision affect? / Impact: How much would they actually benefit from this? / Confidence: What is the level of confidence in these Reach and Impact estimates? / Effort: How much effort will the team need to invest to implement this? / Formula: Reach x Impact x Confidence / Effort, to calculate a project’s “customer value” and compare it to others).

Case Study : Apply the RICE method to several ongoing projects or initiatives, rank them based on their actual customer value, and identify projects whose impact on customers was overestimated or underestimated in order to adjust priorities.

Session 2: Defining Your Department’s Values
Service quality is first and foremost an internal culture before it is an external promise. The symmetry of care is the simple idea that how we treat our teams and colleagues directly determines how customers will be treated. This session helps participants formalize their department’s values and embody them in all their behaviors, both internal and external.

Example of a tool : The Service Persona (the core values of the service: how do we want customers to feel after an interaction? / how does this translate in practice for internal customers: teams, colleagues, partners? / how does this translate into external customer service? / how does this translate into everyday behaviors?).

Case Study Example : Define the Service Persona for your team or department, describe how the identified values should be embodied in concrete behaviors, and identify the most significant gaps between the service promise and the reality experienced by customers.

Session 3: Continuously Improving the Customer Experience
The customer experience isn’t a one-time interaction—it’s a journey with its ups and downs. Experience mapping allows you to see this journey as a whole, identify where customers are struggling, and pinpoint where simple improvements can have a significant impact.

Example of a tool : User Journey Map (mapping a customer’s complete journey across all stages: discovery, acquisition, adoption, retention, and advocacy; identifying emotions and satisfaction levels at each stage; pinpointing friction points that hinder the experience; and identifying opportunities for improvement in purchasing, usage, or collaboration experiences).

Case Study Example : Map a customer or user’s journey through a specific experience chosen by the participants, identify the two or three most significant pain points, and propose priority improvement actions based on impact and feasibility.