Designing A Competitive Customer Experience

A positive customer experience (CX) can influence whether a consumer returns or goes elsewhere. A company's relationship with its consumers is about far more than boosting product ratings or lowering wait times. Understanding the customer journey is studying what consumers go through from the minute they start thinking about making a purchase and then aiming to make the process as easy, transparent, and effective as possible.

The creation of strong brand awareness or competitive advantage cannot be achieved just via products and services. Competitors might provide identical goods and services to you, but what sets you apart from the competition is the CX you give your clients.

In this two-day customer experience course, you will explore how design thinking can help you create a customer experience that not only adds to your bottom line but also add value to your customers. You will get also experience for yourself the process of using design thinking to design a customer experience that sets you apart from the competition. By the end of the course, you will a final concept that will be ready to be implemented.

*Learners should have an internet-enabled laptop for this course.

• How to use “Design Thinking” to solve challenges faced by businesses
• How to draft the design challenge and prepare the research
• Construct a customer experience story using data and information
• Using a variety of methods to generate and identify ideas
• Creating a prototype to test and collect feedback

• Professionals in Marketing, Communications, and Sales
• Professionals and individuals in Retail and/or E-commerce
• Business Leaders, Owners, and Entrepreneurs
• Individuals keen to improve or redesign their customer experience

Melvyn Tan is a seasoned business strategist based in Singapore, with a focus on leveraging AI tools for strategic planning, content strategy, and copywriting. Over two decades, he has consulted, trained, and coached leaders and executives from more than 370 organizations including Steinway Gallery Singapore, Yeo’s, Citigroup, Temasek Polytechnic, and others.

Melvyn's approach is to empower businesses in crafting strategic roadmaps that transform their business processes, leading to enduring and defensible profits. He has also leveraged the power of AI tools to automate repetitive tasks, enhance work quality, and save both time and money.

Since 2018, Melvyn has been conducting training and has developed a suite of training programs centered on Video as a Content Strategy. These programs include Professional Certificate in Video Storytelling Using Smartphone, Leveraging TikTok Marketing To Boost Your Branding, and Video Editing For Executives.

Melvyn holds both a Bachelor in Business (Applied Economics) from Nanyang Technological University and was awarded the Nanyang Scholarship to pursue his Master of Business in Applied Economics with a specialization in Total Factor Productivity from Nanyang Technological University.

In addition to his academic qualifications, Melvyn has also developed and delivered bespoke in-house training programs focused on Digital Tools such as Podcasting, Vlogging, and Virtual Meeting Platforms for numerous Singapore agencies. 

His expertise in AI tools was demonstrated in December 2022 when he developed an arsenal of over 100 prompts for crafting video scripts, headlines, blog posts, and social posts, marking a new level of content creation efficiency and creativity.