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Customer Experience Innovation

The Customer Experience Innovation online short course is designed to provide you with insight into positive customer interactions and their place in driving measurable business growth. Investigate the value of these interactions for your business and learn how dynamic marketing can be deployed to shape them. Over six weeks, you will gain the tools to create relevant, personalized engagement throughout the customer journey. At the same time, use the 5Cs capabilities framework (Content, Context, Calibration, Conversion and Collaboration) and gain the expertise to align a marketing tech strategy with your overall business goals.

Who Should Attend

If you recognize the importance of creating repeat clients through positive experiences, then this course is for you. Whether you are a new or experienced marketing professional, this course will allow you to enhance your current skill set and keep pace with the innovations shaping marketing technology and customer experience (CX). Those in leadership or senior management roles will gain insights into current best practice, giving them the confidence to guide teams toward new opportunities, and bolster an organization’s value generation capabilities.

Key Benefits

  • Gain access to the 5Cs framework to construct a powerful customer experience throughout the consumer journey.
  • Build your own CX toolkit to drive dynamic customer experiences, deliver business growth and track return on investment (ROI).
  • Develop your ability to leverage data to enable more valuable customer relationships and ensure long-term customer retention.

Course Content

  • Orientation module Welcome to your Online Campus.
  • Module 1: Driving Customer Experience Along the Customer Journey.
  • Module 2: Contextual Insights and Content Strategy.
  • Module 3: Measuring and Optimizing Customer Experience.
  • Module 4: Dynamic Customer Relationship Management.
  • Module 5: Using a MarTech Strategy to Drive Dynamic Customer Experiences.
  • Module 6: Measuring and Tracking ROI of Customer Lifetime Value.

Academic Director

Headshot of Vijay Viswanathan






Vijay Viswanathan
Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications and Associate Dean of IMC 
Northwestern University Medill School

Frank Dudley headshot.

Frank Dudley
Northwestern University Medill School

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