Leading with Behavioral Science: Designing Breakthrough Customer Experiences

Increase customer value and build brand loyalty

What if there were a proven methodology for uncovering the motivations behind the customer decision journey—a methodology you could leverage to increase value at every stage and get ahead of the competition?

There is—customer science blends psychology, behavioral economics, and decision making to yield profound insights into human behavior. Together with marketing, customer science can help any organization design, communicate, and deliver more meaningful customer experiences—and sharpen its ability to attract, serve, and retain customers in an increasingly competitive marketplace.

The curriculum addresses the fundamentals of customer experience that are critical to marketing, sales, and service professionals. Leveraging a combination of behavioral science and marketing strategies, this program will give you an acute ability to navigate the nuances of the customer decision journey and provide strategies you can use to gain an advantage over the competition.

Online Programs

Who Should Attend

This program is ideal for:

  • Mid-to-senior level executives in marketing and product management interested in improving customer experience using the latest trends and best practices to strengthen their brand and win customers
  • Mid-to-senior level executives overseeing customer service teams, inside sales teams, or other services delivery functions who wish to learn an innovative strategy that will delight their customers and improve customer engagement and sales metrics
  • Business leaders interested in transforming their strategy and marketing processes to improve the customer experience and strengthen brand loyalty

Key Benefits

Leveraging the power of behavioral science and psychology, you will learn how to reengineer the customer experience to maximize value at every stage of the decision-making process. Specifically, you will have the opportunity to:

  • Apply customer science insights to discover what motivates your customers and use your findings to create a more engaging customer experience
  • Master strategies for increasing customer value at each stage of the customer experience map in order to achieve and maintain an advantage in the market
  • Use a customer experience canvas to make data-driven decisions about your products and services that will improve customer experience and drive brand loyalty

Program Content

Following a progression of six weekly modules, the program shows learners how to fuse behavioral science with traditional marketing strategies to design impactful customer experiences that increase value and loyalty at each stage of the customer experience map.

Module 1: Customer Science as a Business Discipline

  • Define the field of customer science and its relationship to marketing
  • Identify how customer science can create customer value
  • Determine gaps in the customer experience

Module 2: Designing for the Way Your Customers Think

  • Define the aspects of a meaningful trigger
  • Learn how to categorize customer needs and triggers
  • Survey the two systems of thinking—automatic and reflective
  • Dive deeper into consumer attention

Module 3: Managing Customer Value

  • Discover strategies for increasing customer value
  • Learn to convert attributes into benefits
  • Identify how reference points impact behaviors and attitudes
  • Assess the role of loss aversion in attitudes toward a brand
  • Evaluate your organization’s ability to create distinct levels of customer value—functional, monetary, and psychological

Module 4: The Choice Architecture and Biases

  • Explore the psychology of consumer choice
  • Learn solutions for reducing choice overload
  • Understand the value of defaults within a choice architecture

Module 5: Building Impactful Experiences

  • Examine the stages of a meaningful consumption experience
  • Understand the key consumption decisions made by a customer
  • Master strategies for generating excitement for your products

Module 6: Fostering Customer Loyalty

  • Identify the relationship between psychological and behavioral loyalty
  • Learn the key components of a successful customer loyalty program
  • Analyze the risks and benefits of cultivating identity-based loyalty

Faculty

Alexander Chernev - Professor of Marketing

FAQ

What is the program about?

Leading with Behavioral Science: Creating Breakthrough Customer Experiences program guides you through the customer experience map step by step, providing you with a framework that will help you identify gaps, build compelling customer experiences and brand loyalty, and generate enduring value.


What is the learning experience?

Your learning experience will consist of frameworks delivered via live webinars with faculty and office hours, real-world examples and case studies with B2B and B2C applications, assignments with personalized feedback from program leaders, knowledge check quizzes, and interactive learning and immersive discussions.


What is the program format?

The program consists of 6 modules delivered over 7 weeks online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.


Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.


Are any of the sessions delivered in real time (live)?

There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.


What methods will be used for grading and evaluations?

Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.


How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.


Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.


Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.


What are the requirements for accessing the program?

Participants will need the following to access the The Art and Science of Innovation program:

  • Valid email address
  • Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
  • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
  • Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program
  • PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program offer a certificate?

Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)


Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.


Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.


Upcoming Session

July 28 - September 15, 2022

Start: August 4 at 12:00 AM

End: September 15 at 12:00 AM


Accepting registrations through: August 3, 2022

$2,600

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
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847.467.6018