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About this learning plan

Digital analytics data is a powerful tool for the people in charge of marketing, ecommerce and customer experience, but there are other forms of data that have unique and important qualities.

This learning plan introduces five key types of experience data, from usability to ethnography, customer satisfaction and voice of the customer, as well as digital analytics.

Course 1: Working with Usability Data

By the end of the course you will be able to:

• Describe usability data and its uses.
• Articulate how usability metrics are used.
• Analyse usability data.

Course 2: Deep Customer Understanding with Ethnography

By the end of the course you will be able to:

• Describe the methodologies of ethnography.
• Discern when and how to use them Clearly identify the advantages and disadvantages of each methodology.
• Take steps to analyse the insights from an ethnographic study Implement the outputs into your CX strategy.

Course 3: Connecting Data Analytics to Customer Experience

By the end of the course you will be able to:

• Describe how businesses are using data analytics to improve the customer experience.
• Identify the different uses of predictive analytics in improving CX.
• Get started in connecting these initiatives with your customer experience.

Course 4: Applying Customer Satisfaction Data

By the end of the course you will be able to:

• Create and optimise customer satisfaction surveys.
• Deploy and benchmark Customer Satisfaction scores (CSAT) Calculate Customer Effort scores and determine where they can be useful.
• Work with the Net Promoter Score and understand its advantages and downsides.

Course 5: Closing the Loop with Voice of the Customer

By the end of the course you will be able to:

• Describe why the voice of the customer is important.
• Evaluate existing VoC efforts.
• Build and optimise a VoC programme.