Customer Experience: Challenges and Opportunities in the Digital Era

Drawing on the latest work from the Cambridge Service Alliance, this online course brings together designing and managing customer experience in the digital era.

Course overview

  • New technologies and new business models have already changed the way organisations interact with their customers and soon developments such as AI, robots and virtual reality will be a completely normal part of the customer experience alongside face to face engagements. 
  • Managers will need to understand new ways to design customer experiences across the digital, physical and social ‘spaces’.
  • The course incorporates the practical use of frameworks and methods developed in Cambridge that have been tried and tested with over 100 companies worldwide.


By the end of this course you will be able to:

  • Describe the industrial trends and challenges which are shaping the next generation of services and customer experiences in the digital age
  • Discover innovation in customer experience at the intersection of the digital, physical and social realms.
  • Design customer journey emotions and touchpoints
  • Structure a delighted customer experience
  • Identify data sources and analytics to manage and monitor customer experiences
  • Generate insights from data analytics to manage customer loyalty


Who should attend?

This course is suitable for:

  • General managers and directors
  • Service and operations managers and directors
  • Business development and marketing managers and directors
  • Customer experience managers and directors


Course tutor


Dr Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance at the University of Cambridge, a research centre that brings together the world’s leading firms and academics to address service challenges.


Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach of data science techniques to address a range of real organizations’ problems such as measuring and managing customer experience and customer loyalty. Other research interests include digital service transformation strategy and data-driven business models.

Mohamed’s research has been published in highly-ranked journals, Journal of Service Research, Journal Service Management, Journal of Business Research, International Journal of Operations and Production Management, PloS ONE, Journal of Production Planning & Control, Journal of Services Marketing as well as an edited book, book chapters and many conference articles.

Mohamed raised over £10 million from research council and industry to fund his research. Mohamed is a principle investigator, research manager and co-investigator in many UK research council projects (e.g. EPSRC, ESRC and Innovate UK) and industrial research projects sponsored by international organisations such as IBM, BAE Systems, Caterpillar, Rolls-Royce, Zoetis, Pearson, CEMEX, PWC and HCL technologies.



Key details

Wednesday 27 – Thursday 28 January 2021


Duration: 2 x 3-hour online sessions, 13:00 – 16:00 UK time


Fees: £1000 plus VAT


Location: Online


IfM members and alumni are entitled to a 10% discount off the course fees. For details of our membership scheme see click here.


Booking confirmation and cancellation policy.


27 - 28 January 2021

For further information please contact:

Louise Wood

T: +44 1223 766141




Continuing Professional Development (CPD)

This event may contribute towards your Continuing Professional Development (CPD) as part of the your professional institution's monitoring scheme.


University of Cambridge endorsement

IfM open courses are endorsed by the Board of Executive and Professional Education.