Customers who have an excellent experience spend more, stay longer, and tell others. Customers who have a poor one leave quietly and cost you far more than the revenue they represented. Bain and Company research shows that increasing customer retention by just 5% increases profits by between 25% and 95%. And yet most organizations invest heavily in customer acquisition and almost nothing in the experience that determines whether acquired customers stay. This program fixes that.

Course Overview

The Customer Experience and Service Excellence program equips customer experience managers, service leaders, operations professionals, and frontline team leaders with the frameworks, tools, and leadership practices to design, deliver, and sustain genuinely excellent customer experiences. It covers customer journey mapping, service design, complaint management, customer feedback systems, team leadership for service excellence, and the organizational culture that makes outstanding service the norm rather than the exception.

The program is particularly relevant in the Gulf and African markets, where rising consumer expectations, digital disruption, and government service transformation agendas are creating intense pressure to improve service quality across both private and public sector organizations.

Available as an instructor-led classroom course, as a fully live online program, and as a customized in-house program. Every format is live and interactive. There are no pre-recorded sessions.

Who Delivers This Program

Every session is facilitated by a practitioner with direct experience leading customer experience programs in commercial and public sector organizations. Our facilitators have designed and implemented customer experience transformations, built service excellence frameworks, and led the cultural and operational change that elevates service from adequate to exceptional.

How We Make This Relevant to You Specifically

Before every cohort, each participant completes a pre-course profile covering their organization, their customer base, and the specific service challenges they face. Facilitators calibrate all customer journey exercises and case studies to the actual service environments of participants, not generic retail or hospitality examples.

What You Will Learn

Map and understand the customer journey
Build detailed customer journey maps that reveal the moments that matter most — and the pain points that are driving customers away.

Design better service experiences
Apply service design principles to redesign customer touchpoints that are currently frustrating, inconsistent, or below expectation.

Measure what matters in customer experience
Use NPS, CSAT, CES, and other customer feedback metrics correctly — understanding what each measures and what it does not.

Build a customer feedback system that drives improvement
Design feedback collection, analysis, and action systems that close the loop on customer insights and drive visible service improvement.

Handle complaints and service recovery
Transform complaints from a liability into a loyalty-building opportunity through structured service recovery that exceeds expectations.

Lead a customer-focused team
Build the leadership practices, team culture, and recognition systems that motivate frontline staff to deliver excellent service consistently.

Deliver consistent service across channels
Build the processes and standards that ensure customers receive the same quality of experience whether they interact in person, by phone, or digitally.

Build a customer-centric organizational culture
Create the shared values, leadership behaviors, and organizational systems that make customer focus a genuine cultural reality rather than a slogan.

Course Outline

Module 1: The Business Case for Customer Experience

The financial link between customer experience and revenue. Customer lifetime value, churn economics, and the cost of poor service. What research consistently shows about the relationship between service quality, loyalty, and profitability. The CX maturity model: where most organizations are and where the high performers sit.

Module 2: Understanding Your Customer

Customer segmentation and persona development. Voice of the Customer (VoC) research methods: surveys, interviews, observation, and digital listening. Understanding customer needs, expectations, and the gap between what customers say and what they actually experience. Identifying the moments that drive loyalty and the moments that drive defection.

Module 3: Customer Journey Mapping

How to build a customer journey map that accurately reflects the actual customer experience rather than the internal process the organization believes it is delivering. Identifying pain points, moments of truth, and hidden opportunities. Journey mapping workshop: building a journey map for your actual customer base.

Module 4: Service Design and Experience Improvement

Service design principles and methodology. Redesigning service touchpoints that are currently failing. The service blueprint: mapping what the customer sees and what happens behind the scenes simultaneously. Prioritizing improvements: where to focus first for maximum customer impact.

Module 5: Measuring Customer Experience

Net Promoter Score, Customer Satisfaction Score, Customer Effort Score: what each measures, what it misses, and when to use each. Building a CX measurement framework that provides actionable insight rather than vanity metrics. Closing the feedback loop: how to act on customer data in a way customers can see. Avoiding the measurement traps that make CX data misleading.

Module 6: Complaint Management and Service Recovery

Why most complaints are never made and what this means for the service failures you do not know about. The service recovery paradox: why effective complaint resolution creates stronger loyalty than never failing at all. Building a complaint management process that is fast, empathetic, and effective. Handling difficult customers without damaging the relationship or the brand.

Module 7: Leading a Customer-Focused Team

Hiring for service attitude as well as technical competence. Onboarding that instills customer-focus from day one. Coaching and developing frontline service staff. Recognition and incentive systems that reinforce excellent service behaviors. Managing performance in a customer experience context: the right metrics and the wrong ones.

Module 8: Omnichannel Consistency and Digital CX

The omnichannel imperative: why customers expect consistency across every channel. Building service standards that work across in-person, phone, digital, and social channels. Digital CX: what good looks like online and why most organizations fall short. Using AI and automation in customer service without destroying the human experience.

Module 9: Building a Customer-Centric Culture and Your CX Improvement Plan

What customer-centricity actually means as an organizational value and how to build it. The leadership behaviors that signal genuine customer focus versus performative ones. Your customer experience improvement plan: three concrete actions you will implement in the first 30 days back at work. Certificate of completion.

What This Investment Returns to Your Organization

25-95%

profit increase from a 5% improvement in customer retention. The economics of retention are compelling: keeping existing customers is dramatically cheaper than acquiring new ones.
Source: Bain and Company

more expensive to acquire a new customer than to retain an existing one, making customer experience investment one of the highest-return commercial activities available.
Source: Invesp / Bain research

96%

of unhappy customers do not complain — they simply leave. Without structured feedback systems, organizations are losing customers to service failures they do not even know are happening.
Source: Lee Resources

60%

higher revenue growth in customer experience leaders compared to laggards, across multiple industries and market contexts.
Source: Forrester CX research

Beyond the numbers: Organizations that invest systematically in customer experience capability create self-reinforcing competitive advantage: better experiences drive higher retention, retention drives profitability, and profitability funds further investment in excellence.

Who Should Attend

Customer experience managers and CX professionals
Service operations managers and team leaders
Branch managers, retail managers, and front-office leaders
Government and public sector service leaders navigating service improvement programs
Marketing and commercial professionals responsible for customer retention

Suitable for professionals in any industry where customer experience drives commercial outcomes, including banking, retail, hospitality, telecoms, healthcare, government services, and professional services. Delivered in English. Arabic delivery available for in-house programs on request.

Delivery Format

In-Person Classroom

Full days, 9am to 5pm
Maximum 15 participants per cohort
Scheduled venues globally
Materials and workbook included

Live Online

Live instructor-led, never pre-recorded
Flexible time-zone scheduling
Fully interactive with breakout groups
Same outcomes and certificate as classroom

In-House / Corporate: Delivered for your customer-facing teams anywhere in the world, using your actual customer journey and service standards as the working material. Request a proposal.

Pricing

The following fees apply to the standard 5-day public course delivered in Saudi Arabia and the GCC.

$3,750

Per delegate
Individual booking

$3,375

Per delegate
Groups of 3 to 5 (10% off)

$2,813

Per delegate
Groups of 6 to 10 (25% off)

Fees include all materials, workbook, and certificate. For venues outside the GCC, see the Training Calendar. For in-house delivery, contact us for a proposal.

Research sources cited on this page:
Bain and Company. Prescription for Cutting Costs. bain.com
Invesp. Customer Acquisition vs Retention Costs.
Lee Resources. Customer Complaint and Service Recovery research.
Forrester Research. The Business Impact of Customer Experience. forrester.com

Upcoming Dates & Venues

No sessions currently scheduled.
Contact us to register your interest — we'll notify you when new dates are confirmed, or arrange a private cohort for your team.

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Join the next scheduled cohort or request private in-house delivery for your team.

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