Course Curriculum:
Lesson 01 – Course Introduction
Understand the concept of the customer journey
Understand the ways of designing and improving customer journeys
Lesson 02 – Understand how customer journeys are designed
Understand the characteristics of markets
Understand marketing activities and techniques
Know how to describe customer needs and internal and external factors that affect these
Know how to identify service providers and explain their value propositions
Lesson 03 – Know how to target markets and stakeholders
Understand the concepts of mutual readiness and maturity
Understand the different supplier and partner relationship types, and how these are managed
Know how to develop customer relationships
Know how to analyze customer needs
Know how to use communication and collaboration activities and techniques
Know how the relationship management practice can be applied to enable and contribute to
fostering relationships (the relationship management practice)
Know how the supplier management practice can be applied to enable and contribute to
supplier and partner relationships management
Lesson 04 – Know how to foster stakeholder relationships
Understand methods for designing digital service experiences based on value-driven, datadriven, and user-centered service design
Understand approaches for selling and obtaining service offerings
Know how to capture, influence, and manage demand and opportunities
Know how to collect, specify, and prioritize requirements from a diverse range of stakeholders
Know how the business analysis practice can be applied to enable and contribute to
requirement management and service design
Lesson 05 – Know how to shape demand and define service offerings
Know how to plan for value co-creation
Know how to negotiate and agree on the service utility, warranty, and experience
Know how the service level management practice can be applied to enable and contribute to
service expectation management
Lesson 06 – Know how to align expectations and agree on the details of services
Understand key transition, onboarding, and offboarding activities
Understand the ways of relating with users and fostering user relationships
Understand how users are authorized and entitled to services
Understand different approaches to mutual elevation of customer, user, and service provider
capabilities
Know how to prepare onboarding and offboarding plans
Know how to develop user engagement and delivery channels
Know how the service catalog management practice can be applied to enable and contribute
to offering user services
Know how the service desk practice can be applied to enable and contribute to user
engagement
Lesson 07 – Know how to onboard and offboard customers and users
Know how to foster a service mindset
Understand how users can request services
Know how to use different approaches to the provision of user services
Know how to seize and deal with customer and user ‘moments of truth’
Understand methods for triaging of user requests
Understand methods for encouraging and managing customer and user feedback
Know how the service request management practice can be applied to enable and contribute
to service usage
Lesson 08 – Know how to act together to ensure continual value co-creation (service consumption / provisioning)
Understand methods for measuring service usage and customer and user experience and satisfaction
Understand methods to track and monitor service value
Understand different types of reporting of service outcome and performance
Understand charging mechanisms
Know how to assess service value realization
Know how to prepare to evaluate and improve the customer journey
Know how the portfolio management practice can be applied to enable and contribute to
service value realization
Lesson 09 – Know how to realize and validate service value
Understand methods for measuring service usage and customer and user experience and satisfaction
Understand methods to track and monitor service value
Understand different types of reporting of service outcome and performance
Understand charging mechanisms
Know how to assess service value realization
Know how to prepare to evaluate and improve the customer journey
Know how the portfolio management practice can be applied to enable and contribute to service value realization