• FutureLearn logo

Customer Experience Design for Customer Success: How to Build Customer Relationships and Measure Success

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

Customer Experience Design for Customer Success: How to Build Customer Relationships and Measure Success
  • Duration4 weeks
  • Weekly study4 hours
  • 100% onlineTry this course for free
  • Included in an ExpertTrackCourse 3 of 3
  • Get full ExpertTrack access$39/month

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

    Introduction to the course and customer relationships

    • Welcome to the course

      Welcome to the third course of CX design! Get started by completing an overview of customer experience (CX) and CX design. Then review the case study of how CX design is implemented to improve customer experience.

    • 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.

    • Wrap up

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

  • Week 2

    Managing customers

    • Introduction

      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.

    • Managing 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.

    • CRM

      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

    Evaluating success

    • Introduction

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

    • Evaluating strategic performance

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

    • Continuous improvement

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

    • Wrap up

      Recap the learning outcomes for the week.

  • Week 4

    Implementing improvements

    • Introduction

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

    • Creating and implementing improvements

      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

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

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?


The social learning platform with hundreds of online courses from a quarter of the world’s top universities.

In collaboration with

Salesforce 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