Customer Experience Masterclass
The online Masterclass
A practical, energising programme with Ian Golding, CCXP, helping leaders and teams turn customer experience from good intention into intentional, measurable and sustainable action.
Practical - Built around discussion, exercises and tools participants can apply immediately.
Human - Connects customers, employees and leaders to the behaviours that shape real experiences.
Action-focused - Ends with a clear challenge: what will I do, when will I do it, who needs to be involved, and how will I know it is working?
Why this masterclass matters
Why this masterclass matters
Many organisations say customers are at the heart of everything they do. Fewer can clearly define the experience they intend to deliver, measure whether it is happening, and mobilise people across the business to improve it.
The masterclass gives participants a common language, practical tools and a structured way to connect strategy, customers, journeys, measurement, improvement and culture.
Core idea - Customers do not experience strategy. They experience people, processes, decisions, technology, trade-offs and moments that either build or erode trust.
The practical questions participants work through
Are we delivering accidental experiences or intentional customer outcomes?
What experience do we want customers to have, and how should they feel?
Which journeys, touchpoints and pain points should we improve first?
How do we make CX measurable, owned and sustained across the organisation?
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CX capability self-assessment across the five CXPA competency areas.
Draft customer experience strategy on a page.
Customer persona and employee hero examples.
Level 0 customer journey expressed in customer language.
Level 1 journey map with touchpoints, customer pain points, employee pain points and emotion.
Initial evidence-led improvement priorities and action plan.
What participants will be able to do
The masterclass is designed to build practical capability, not just awareness. Participants leave with a shared language, working templates and a clearer view of the actions needed to improve customer experience in their own organisation.
Define intentional CX - Distinguish customer service, customer experience and customer centricity, then define what the intended experience should be.
Assess capability - Use the five CXPA competency areas to reflect on maturity and identify where CX capability needs to become repeatable or systematic.
Create a strategy on a page - Translate purpose, employee ambition, organisational ambition, customer ambition, desired experience and design principles into a practical CX strategy.
Understand customers and employees - Build personas and employee heroes that help teams make decisions from the customer and employee perspective.
Map and manage journeys - Move from Level 0 journeys to Level 1 touchpoint mapping, including pain points, Basic or Exceeds expectation and current emotion.
Measure and prioritise - Connect VOC, VOE and VOP evidence to clarify priorities, avoid wrong conclusions and turn insight into action.
The shift participants are working towards
The masterclass helps participants move away from process, task and product focus, limited measurement, unclear ownership and CX as a project. The goal is a shared vision of the customer experience, balanced measurement that drives action, clearer accountability and people thinking and acting customer.
The learning journey
The masterclass is delivered virtually across three interactive sessions. We build from the foundation for intentional CX, turning that foundation into mapping, measurement, improvement, change and culture.
Build the foundation
Participants start by exploring the role of the customer experience professional and what customer experience transformation really requires. They then connect CX frameworks to practice, build a strategy on a page, develop personas and employee heroes, practise empathy and introduce customer journey management.
Turn insight into action
Participants return to the customer journey, add greater detail through Level 1 mapping and then connect the journey to measurement, improvement, change management, digital CX and culture. The day ends with a practical final challenge focused on action and follow-up.
Learning rhythm
The course is deliberately interactive. Ian explains the concept, illustrates it through stories and examples, asks participants to apply it to their own context and then turns the learning into specific actions and ownership.
What people say
"Ian's passion and enthusiasm for delivering personalised & differentiated customer experiences is highly contagious. His innate ability to employ story-telling in his training is both informative & captivating. What makes Ian so good at what he does is his ability to make the complicated sound very simple! It is no wonder he has so successfully shared his CX knowledge with thousands of people all around the world."
The practical methods participants apply
The masterclass is built around tools that help organisations make CX visible, discussable and actionable.
CX framework and maturity - Participants reflect on CX capability using the five CXPA competency areas: Customer Insights and Understanding; Customer Experience Strategy; Metrics, Measurement and ROI; Design, Implementation and Innovation; Culture and Accountability.
CX strategy on a page - Participants frame purpose, employee ambition, organisational ambition, customer ambition, desired customer experience and design principles.
Personas - Participants learn how personas bring customer needs, behaviours and journeys to life, and how they should influence strategy, acquisition, retention, relevance and efficiency.
Employee heroes - Participants connect internal and external roles to the end customer, showing how everyone contributes to the desired experience.
Empathy - Participants are challenged to think like a customer, understand a day in the customer's life and use real customer stories to build compassion.
Journey management - Participants map journeys at Level 0 and Level 1, keeping the journey simple, customer-led and grounded in customer language.
Measurement - Participants use VOC, VOE and VOP as complementary voices to understand perception, employee reality and process capability.
Change and culture - Participants connect improvement priorities to change management, leadership behaviour, employee engagement and customer-centric culture.
Ian's practical approach
The masterclass is built on a simple belief: customer experience is not a project, a slogan or a set of survey scores. It is the way an organisation chooses to behave, design, measure, improve and lead.
Participants are encouraged to understand both the customer and the business, work at a pace the organisation can absorb, and turn CX into action people can own.
From insight to action
The masterclass does not treat measurement as reporting. It treats measurement as the discipline that helps organisations choose, act and learn.
VOC - Voice of the Customer - Shows how customers perceive the experience through feedback, effort, satisfaction, recommendation and stories.
VOE - Voice of the Employee - Acts as a check and balance by revealing what employees know about customer pain points and delivery barriers.
VOP - Voice of the Process - Connects operational capability to touchpoints, helping teams understand whether process performance predicts perception.
Key measurement principle - If you can align the way you measure the operational processes that deliver touchpoints with the way customers feel about those touchpoints, you can begin to predict customer perception.
How priorities are clarified
Use CX insight as a filter when there are too many initiatives.
Separate opinion from evidence before committing resources.
Connect customer pain points, employee pain points and operational reality.
Create a manageable change roadmap instead of trying to fix everything at once.
Ask what the top CX priorities are and who needs to act.
Who should attend
The masterclass is relevant for organisations that want CX to become more intentional, measurable and embedded across functions.
CX professionals - People responsible for shaping, coordinating or improving customer experience.
Senior leaders - Executives and functional leaders who need to sponsor and sustain customer-centric transformation.
Cross-functional teams - Teams from operations, digital, sales, marketing, service, HR, product, compliance and support who influence the experience.
Best suited to organisations that want to
Create a shared CX language across leadership and teams.
Move from customer feedback to action and ownership.
Build journey management capability.
Connect customer, employee and process evidence.
Strengthen customer-centric culture and accountability.
