General overview

Customer Journeys are a hot topic right now and one of the most sought-after courses in 2021. If you are seeking to improve your customer experience - this course is a must.

We will start off by clarifying some key vocabulary items, then we will jump right into understanding User Experiences & User Journeys, Customer Experiences & Customer Journeys; and finally, Life Experiences & Life Journeys. After that, we will look at using data, social context, and game theory to engage customers and influence behavior. Finally, we will measure performance and understand the basics of customer success. 

What will you get out of this Essentials course?
  • This 3-hour Essentials course is fast-paced, engaging, and combines theory and methodology with examples and case studies. Practical exercises in small groups will be used to develop a relationship-centric offering. It follows the guidelines of the Senteo Learning Experience approach designed with an organizational psychologist to improve the retention of concepts and stimulate the application of the concepts to real-world business needs:
    • Learn — Understand the theory and mechanics behind each aspect of the methodology
    • See — Observe real-world applications, examples, and case studies related to each aspect of the methodology
    • Do — Apply the different aspects of the methodology during exercises and workgroups
    • Extend — Identify and support the possibilities for real-world applications of the methodology specific to each person’s current needs
  • Practical solutions ready to be implemented in everyday business.
  • Global peer collaboration and networking.
  • Certificate of completion. 

Who is this Essentials course for?
  • C-Level, Upper & Middle Management of any organization
  • Strategy, CX Practitioners, Client Service Managers, Operations, HR, IT, CRM
  • Head of Distribution, Head of Sales, Marketing, Product Development, ...


Michael Ruckman
Michael Ruckman Senteo (USA)
Founder and President


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Practical information


24 November 2021


3-hour online session 
  • starts at 10:00 CET / 13:00 Dubai time / 17:00 Singapore time 


Online platform 
  • MS Teams


For Efma member institutions - €300
For non-member institutions - €450
Any questions?
Rastislav Križan
Rastislav Križan Efma
Events & Efma Business Academy Coordinator

What people say about the initiative

Very engaging and well-organized despite the virtual setting 
Chap Kar Hin SVP, Sales Performance & SME Banking Alliance Bank Malaysia Berhad
Michael is a real expert in the field. He gave us a vast amount of useful content supported by inspiring examples 
Bartosz Jodłowski Manager of Contact Center Process Optimization Alior Bank