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Customer Experience Design for Customer Success: Ensuring Customer Success

Learn how to build better customer relationships to ensure long-term business success.

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  • Duration

    4 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 3 of 3
  • Get full ExpertTrack access

    $39/monthFind out more

Do you want to foster long-term customer loyalty and increase repeat purchases for your business? Acquiring a new customer can cost five times more than retaining an existing one, so learning how to retain them can offer huge growth for your business and profits.

This course explores how to cultivate and nurture your existing customer relationships to improve your overall retention rates. You’ll look at customer relationship management (CRM) tools and will see how data analysis can be used to improve communication and keep customers coming back time after time.

Gain a better understanding of your customer relationships

Grow your knowledge of customer relationships by reviewing the key components of them. You’ll look at the different aspects that affect how a customer views their relationship with your brand, and the levers you already have for improving them.

Discover new methods to evaluate CRM success

From deal close-rates and upsell-rates, through to net-new revenue and sales-cycle lengths, you’ll explore how metrics are used to evaluate the effectiveness of CRM strategies. In addition, you’ll discover how to make customers feel cared for by sending personalised emails and asking for feedback at the right time.

Maintain your business’ long term customer success

By the end of this course, you’ll be able to identify the tactics used to achieve sustainable business growth and minimise churn through long-term customer success.


  • Week 1

    Optimising CX

    • Welcome to the course

      An introduction to this week's activities and outcomes.

    • Evaluating strategic performance

      You'll learn how to critically examine and evaluate the strategic performance of a company's CX strategy.

    • Continuous improvement and the impact of COVID-19 on CX design

      You'll learn about continuous improvement in depth and create an understanding of its importance in ongoing business success.

    • Driving improvement through ideation

      You will look at running and developing ideation sessions to help improve systems and processes, examining and building prototypes and implementation of CX strategies.

    • Wrap-up

      To complete the week, let’s recap the learning outcomes for the week.

  • Week 2

    Managing customers

    • Introduction to managing customers

      Welcome to Week 2. Familiarise yourself with the topics that we’ll cover during this week and listen to the introduction to this week’s case study.

    • Building customer relationships

      You’ll learn the fundamentals of effective customer relationships, including verbal and non-verbal communication in order to create an impactful communication plan.

    • Managing customer expectations and challenging or disengaged customers

      You’ll learn the fundamentals of managing account relationships including managing customer expectations, how to manage challenging customers and how to re-engage disengaged customers.

    • Key components of CRM technologies

      You’ll learn about CRM and it’s value proposition, an introduction to CRM technologies and key components of CRM platforms.

    • Wrap-up

      Recap the learning outcomes for the week.

  • Week 3

    Customer success

    • Introduction to the fundamentals of customer success

      Welcome to Week 3! Familiarise yourself with the topics for this week, and listen to the introduction to this week’s case study.

    • How does customer success (CS) support customer experience (CX)?

      You'll learn what customer success is; the key differences between CX and CS, and the value of customer success management in relation to CX design

    • Customer success management and common success models

      In this activity, you'll learn about customer success management and the role of customer success managers.

    • Wrap-up

      Recap the learning outcomes for the week.

  • Week 4

    Designing a Customer Success (CS) strategy

    • Introduction to designing a customer success strategy

      Welcome to Week 4. Familiarise yourself with the topics that we will cover during this week.

    • Developing customer success strategies using segmentation and Customer Value Proposition (CVP)

      You will identify business goals and objectives which can be effectively supported by customer success management strategies, the purpose of customer segmentation and how to create a customer value proposition.

    • Identifying the most valuable tactics for your CS framework

      You will learn what the key elements of successful CS operations are, common tactics and how to determine customer success targets.

    • Wrap-up

      Complete the graded course test and reflect on what you've learnt in this course.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Identify key components of building customer relationships
  • Identify methods for evaluating success
  • Identity importance of continuous improvement

Who is the course for?

This course is for professionals looking to progress their career and further their understanding of customer experience and customer success strategies, including:

  • early-stage or aspiring customer success and experience management professionals;
  • early career professionals looking for a CRM consultant role;
  • business development and sales professionals;
  • product and marketing professionals whose roles rely on customer data and CX design execution, or who require Salesforce skills and experience.

What software or tools do you need?

During the course we’ll be using the Salesforce Trailblazer platform.

Who will you learn with?

Ghilaine is passionate about allowing people to do their best work and delight others, it being the heart of customer service and success! She has over 20 years experience scaling global service teams

Who developed the course?


FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.

In collaboration with

Salesforce logo

Endorsers and supporters

endorsed by

Coventry University logo

About this ExpertTrack

Learn skills that will enable you to design and implement strategies to improve both customer experience and customer success.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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