Online Microcredential in Business & Management

Customer Experience Management with Salesforce Training

Attract, retain and engage customers. Drive commercial value using CX design, analytics and the latest in CRM technology.

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Coventry UniversityCoventry University

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Create competitive advantage in the digital economy with CX and CRM

Customer experience is the new battleground where digital brands and businesses must differentiate themselves in the market.

As a result, what was once an acceptable experience is quickly outdated, as benchmark expectations continue to rise.

Organisations must work harder than ever to empathise with customers, develop customer experience and success management strategies, and use customer relationship management (CRM) technology to establish and automate customer interactions to deliver value at scale.

Launch your career in customer experience management

A strong understanding of CX strategy, design, and CRM technology is crucial for all customer success managers, as well as strategy, product, marketing, and business development professionals.

In just 12 weeks, industry experts will teach you best-practice customer experience design and success strategies that will enable you to unlock critical value for any digital brand or business.

As well as providing evidence of your digital expertise to employers, this credential will give you the design and technical capabilities to design, implement and optimise CX and customer-success strategies.

You’ll learn how to map customer journeys, optimise customer experience, design, and plan customer success strategies, as well as establish the world’s leading CRM platform to enable tech-driven success.

Fastrack your career with Salesforce training

The CRM platform is the enabler of large-scale customer success.

In this microcredential you’ll learn how to use the world’s leading CRM, Salesforce, to automate and maximise CX and customer-success strategies you design.

Building these expertise will position you well within industry. The huge growth of market-leading CRM platform, Salesforce, is resulting in a dramatic Salesforce CRM skills and credentials shortage, with a 4:1 job to qualified candidate ratio.

What can I do with this microcredential?

In the 2019 Salesforce Economy Forecast, it was found that Salesforce would create up to 143,000 jobs in the UK and over £51 billion in new business revenue. Currently, a trained customer success manager can demand upwards of £40,000 per annum in the UK.

This credential will ensure you’ll learn how to use Salesforce to implement and manage business-critical CX and success strategies and position yourself as an invaluable professional in the digital economy.

You’ll be prepared to take on the Salesforce Administrator certification and take the next step in your CRM career.

This microcredential meets the standards set by the Common Microcredential Framework.

What skills will you learn?

  • Customer experience design
  • Customer journeys
  • Empathy maps
  • Customer value strategies
  • Customer success management
  • CRM technologies
  • Salesforce
  • Relationship management

What you will achieve

By the end of the microcredential, you’ll be able to...

  • Critically appraise CRM usage to support organisations in generating sales
  • Evaluate criteria to construct customer experience processes
  • Create, identify and evaluate customer options via data held on CRM systems
  • Review and compare customer success and customer experience requirements to inform the configuration and deployment of CRM platforms and CRM platform functionality
  • Critically evaluate the key principles and practices of effective customer relationship management systems

Are you eligible for this microcredential?

You do not require specific qualifications to join but it’s advised that you possess a bachelor’s degree or equivalent work experience in a relevant field.

In addition, some prior knowledge of customer relationship management, customer success, or CX design would be beneficial.

Current and future roles of a learner on this credential may be customer experience and success managers, CX designers, CRM marketers, and product managers.

This credential will also prepare CRM administrators and consultants for the Salesforce Administrator certification.

Is this microcredential right for you?

This microcredential will help you better understand the key stages of creating a positive customer experience.

In particular, it will enhance the skills and employability of:

  • 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.
  • Professionals preparing for their Salesforce Administrator certification.


What happens before, during, and after your microcredential

  • Before learning

    You’ll have access to our online welcome area where you’ll be able to start conversations with your fellow learners and read any announcements or additional information relating to your microcredential.

  • Course 1

    From 22 Mar 2021

    Customer Experience (CX) Design for Customer Success

    Discover why CX design is critical for business in the digital economy and develop the skills to optimise your CX strategy.

    6 weeks

    12 hours per week

    • Week 1

      CX Design
      • Welcome to the course
      • Introduction to Customer Experience (CX) and CX design
      • The design-discipline behind great CX
      • The CX design process
      • Week wrap-up
    • Week 2

      Customer journey and experience analysis
      • Welcome to Week 2
      • Getting to know your customer
      • Customer journey mapping
      • CX Blueprints
      • Week wrap-up
    • Week 3

      Developing a CX strategy
      • Welcome to Week 3
      • Developing a CX strategy for your customers
      • Technology driven success
      • Stakeholders for CX projects
      • Articulating an aspirational future state
      • Creating the plan
      • Enabling operational success
      • Week 3 wrap-up
    • Week 4

      Customer success
      • Welcome to Week 4
      • Customer success fundamentals
      • Developing customer success strategies
      • Implementation of customer success frameworks
      • Week 4 wrap-up
    • Week 5

      Customer relationship management for customer success
      • Introduction
      • Building customer relationships
      • Managing customers
      • CRM
      • Week 5 wrap up
    • Week 6

      Evaluating and optimising success
      • Welcome to Week 6
      • Evaluating strategic performance
      • Continuous improvement
      • Creating and implementing improvements
      • Week 6 wrap-up
  • Course 2

    From 10 May 2021

    CRM Fundamentals and Practice

    Explore how CRM technology can drive customer success and how to establish a CRM platform that aligns with your business goals.

    6 weeks

    13 hours per week

    • Week 1

      Salesforce Administrator fundamentals
      • Introduction
      • Administrator fundamentals and the Salesforce ecosystem
      • Organisational setup
      • Collaboration on Chatter
      • Salesforce Administrator fundamentals: Wrap-up
    • Week 2

      Setup, security and activity management
      • Introduction
      • Mobile administration
      • User setup
      • Security and access
      • Activity management
      • Setup, Security and Activity Management: Wrap-up
    • Week 3

      Objects and data
      • Introduction
      • Object customisation
      • Data management
      • Objects and Data: Wrap-up
    • Week 4

      Sales, marketing and analytics
      • Introduction
      • Sales and marketing
      • Analytics: reports and dashboards
      • Sales, marketing, and analytics: Wrap-up
    • Week 5

      • Introduction
      • Workflow and process automation
      • Service and support management
      • AppExchange
      • Automation: Wrap-up
    • Week 6

      Administrator success
      • Introduction
      • Best practices for CRM success
      • Enhanced administration skills
      • Certification preparation
      • Administrator success: Wrap up
      • Course assessment
  • After learning

    Once you have successfully completed the microcredential and passed the assessments, you’ll receive 15 UK credits at Postgraduate level from Coventry University and an electronic certificate.

What you will receive

15 UK academic credits at Postgraduate level from Coventry University

You’ll also receive an electronic transcript from Coventry University.

Learners who successfully complete this microcredential have the opportunity to apply for Advanced Entry into postgraduate courses with a 15-credit exemption of the following Coventry University degree programmes for the academic year 2021/2022:

  • MBA Global Business (Coventry University London)
  • MBA Global Marketing (Coventry University London)

Find out how credits work and where you can use them in our FAQs.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by FutureLearn

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.

This microcredential is in collaboration with Salesforce

Facilitated by Salesforce certified practitioners you will complete projects in a Sales Cloud demo environment, earn a Superbadge and be prepared to sit your Salesforce Administrator certification, a globally recognised showcase of your CRM skills.

This microcredential is validated by Coventry University

This microcredential is validated by Coventry University. This means it is developed, delivered and assessed by FutureLearn, but quality assured by Coventry University. The microcredential will lead to Coventry University awarding credits.

Delivered by experts

Former Head of Loyalty for a large international business, I believe in putting people first and creating human-centred organisations, to drive customer loyalty and improve customer experience.

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

Mindaugas is an experienced CRM consultant and platform architect, holding 11 Salesforce certifications. Worked as a CRM support executive, CRM manager, and is currently a Salesforce Consultant.

Experienced Salesforce consultant and project manager. Passionate about the Salesforce ecosystem and well versed in multi-cloud implementations. Certified Scrum Master and 4x Salesforce Certified.

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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When would you like to start?

Enrolment for this microcredential is closed. We aim to run our microcredentials every few months. Register to find out more about this microcredential and future start dates.

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    We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

    You will have 14 days from the day the course starts to apply for a refund. If this Microcredential has any non-refundable costs they will be stated in the ‘Overview’ section above. You can find more information in our cancellation and refund policy.

    Microcredentials are designed to fit around your life and timezone.

    There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

    No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

    Learners who successfully complete this microcredential have the opportunity to apply for Advanced Entry into postgraduate courses with a 15-credit exemption of the following Coventry University degree programmes for the academic year 2021/2022:

    • MBA Global Business (Coventry University London)
    • MBA Global Marketing (Coventry University London)

    Want to know more? Read the microcredential FAQs, or contact us.