Renew Membership | Contact Us | Print Page | Sign In | Register
New: 2018 Nov 6 - ‘Customer What?' - A practical training session on Customer Experience
Tell a Friend About This EventTell a Friend
New: 2018 Nov 6 - ‘Customer What?' - A practical training session on Customer Experience

When: Tuesday, 6th November
9:15am - 5:00pm
Where: The Marketing Institute
South County Business Park
Dublin D18 E659
Presenter: Ian Golding
Contact: Niamh Tighe
01 295 2355

Online registration is closed.
« Go to Upcoming Event List  

'Customer What? - A practical training session on Customer Experience'

What exactly is customer experience, why is it important and why does it need continuous improvement?

This workshop will provide participants with an understanding of customer experience methodologies, tools and techniques, and they will walk away with a customer experience action plan to commit to and execute.


Date: Tuesday, 6th November

Time: 9.15am - 5.00pm

Location:The Marketing Institute, Leopardstown, Dublin 18







Member Rate: €250 - Non-Member Rate: €500

The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.

Learning Outcomes

o   Clarity on why Customer Experience is important and acknowledgement of the need to continuously improve

o   An understanding of exactly what Customer Experience is, how it applies to different roles and the opportunities provided by a more customer-focused approach.

o   An understanding of how you can drive continuous customer-focused change

o   An understanding of why and how other organisations have benefitted from a more customer focused-approach to business

o   An understanding of Customer Experience methodologies, tools and techniques to enable you to apply them to an organisation

o   The start of an action plan to commit to and execute

Course Outline

o  Welcome, introductions and expectations

o  The evolution of customer experience as a science and a profession

o  The fundamentals of customer experience management

o  Customer experience readiness

o  Creating and using authority to influence change

o  Customer experience strategy

o  Creating a customer centric culture

o  The employee experience

o  How to think and act in the interests of the customer

o  Customer centric leadership

o  Making customer experience happen in practice – customer journey management

o  Customer journey mapping

o  Customer experience measurement

o  Addressing the priorities – process improvement and design thinking

o  Sustaining a focus on customer experience

o  Customer experience frameworks

o  Governance and accountability

o  Communication advocacy

o  Creating your plan



Course Trainer

Ian Golding

Ian Golding

Certified CX Professional – International Keynote Speaker, Blogger, Columnist & Writer

Ian Golding, is a Certified Customer Experience Professional and Customer Experience Specialist. A certified Lean Six Sigma Master Black Belt, Ian has spent over twenty years in business improvement, working hard to ensure that the businesses he works for are as customer focused as possible.

Ian was also the first person in the world to be authorised by the CXPA to teach the Certified Customer Experience Professional (CCXP) accreditation. He is also the Course Director, Customer Experience for the Chartered Institute of Marketing.

Ian’s first book was published in April 2018 – ‘Customer What?’ The honest and practical guide to Customer Experience’ – is already being well received by professionals around the world.

Guest Speaker

Brendan Lynch

Customer Experience, Dublin Airport

Brendan is a customer focused and motivated professional with 20+ years industry experience. 
Currently working for Dublin Airport (daa) within the Strategic Insights Function, with responsibility for ensuring that key decisions made across the organisation are founded on true strategic insight derived from consumer led behaviour and attitudes.

Brendan's driving mission is to ensure the best in class passenger experience at the airport to ensure satisfaction, repeat usage and recommendation, ultimately so that as an organisation we deliver the best Airport experience for our 30 million+ passengers.


Click register button at the top of this page or contact Niamh at or 01 295 2355.


Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

©2019 The Marketing Institute of Ireland CLG. All rights reserved.