ENGINEERING AND DESIGN

Data-Driven Design for

Customer Experience (CX)
DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)

Contents
03 Why Cambridge
Advance Online?
04 Welcome to Data-Driven
Design for Customer
Experience (CX)
05 Course summary 
06 What will I learn?
07 Who is this course for?
08 The learning journey 
09 Learning breakdown 
10 Course modules 
12 Meet your course lead
14 Technical requirements 
14 Course certification

advanceonline.cam.ac.uk
Why Cambridge
Advance Online?
We are delighted to offer this exciting programme of short online courses
03

ENGINEERING AND DESIGN

for professionals, giving you the opportunity to harness the latest research,
innovation and thinking that the University of Cambridge has to offer.

Cambridge Advance Online brings together the academic strength of the University,
and the publishing and assessment strengths of Cambridge University Press and
Assessment, allowing you to develop your skills and specialise in emerging areas
that address global challenges.

Our certificated courses will reflect the Cambridge experience and values, with low
student to tutor ratios and academically rigorous standards. They will allow you to engage
directly with academics at Cambridge and are centred on rich interaction between
students and subject experts. Each course will offer you the opportunity to join live
sessions with academics and interact in collaborative exercises with learners worldwide.

The University of Cambridge is committed to supporting lifelong learning and, through

Cambridge Advance Online, has invested in the latest education technology to provide
professionals with the very best experience wherever they are in the world and at any
stage of their career.

We look forward to welcoming you onto one of our courses and to our global
community of learners.

Professor Andy Neely OBE

Pro-Vice-Chancellor for Enterprise and Business Relations
 DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)

Welcome to
Data-Driven Design for
Customer Experience (CX)

04 Welcome to the Data-Driven Design for Customer Experience (CX) course. I look
forward to teaching this course and engaging with you in the different activities.
Customer experience is a topic that I have been researching, teaching and
consulting on for more than ten years. It is apparent that we live in an experience
economy and that customers can walk away from a brand – even a brand that
they love – if they have one bad experience. This unfortunate outcome is primarily
due to a need for more consistency in experience across different channels.

The new era of customer experience consists of a series of interactions

between a customer and a service provider across digital, physical and social
channels. Being able to see your firm through the eyes of your customer is
a fundamental skill that will allow you to deliver services successfully.

This course will offer insights and frameworks which we developed here at the
University of Cambridge and that have been tried and tested with over 100 companies
worldwide. By joining us, you will benefit from our insights into designing delightful
customer experiences and learn how to roll them out consistently across digital,
physical and social channels. Furthermore, we will demonstrate how this omnichannel
integration can influence the roles of digital technologies such as artificial intelligence
(AI), form future interactions with other actors, and impact the customer experience.

You will also learn how companies can use AI to better analyse customer experience,
build customer loyalty and develop new data-driven business models. We will
show you how firms compete in customer experience, personalise interactions and
create new data-driven business models through various industrial examples.

Professor Mohamed Zaki

Principal Researcher at the Institute for Manufacturing
in the Department of Engineering at the
University of Cambridge

advanceonline.cam.ac.uk
Course summary
Timetable:
September | January | April | June
Subject area:
Engineering and design
Format and length:
8 weeks | 6-8 hours per week
Customer experience (CX) has evolved
exponentially over the last decade as we enter
a new era of the experience economy and
these changes aren’t expected to slow. To
keep pace with rapid developments and new
opportunities, organisations must develop
a comprehensive framework that connects
digital, physical and social channels to offer a
seamless omnichannel customer experience.
05
ENGINEERING AND DESIGN
This course will equip you with various step-
by-step practical frameworks and methods
to develop new customer experiences for
your organisation as well as give you the
ability to implement them consistently across
all channels. You will explore different
technologies and industry examples, such as
the use of AI and digital twin services, and
learn how your organisation can go beyond
traditional tools by embracing new thinking
around customer interactions (including
human-human, human-digital and human-
ecosystem) to create highly personalised,
consistent and integrated experiences.
You will also learn how to use data from
different systems and service encounters
to your advantage and develop new
business models using data as a critical
resource to drive new revenue streams.
 DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)

What will I learn?

06
By the end of the course
you will be able to: – Explain how AI can be used to manage
– Describe the industrial trends in developing customer experience and measure
the next generation of services in the digital customer loyalty.
age.
– Develop data-driven business models
– Demonstrate innovation in customer (DDBM) and digital service offerings.
experience at the intersection of digital,
physical and social channels.

– Design customer journeys, emotions and

touchpoints.

– Produce a delightful customer experience.

advanceonline.cam.ac.uk
Who is this course for?

07

ENGINEERING AND DESIGN

This course Background
is aimed at: requirements

– Specialised learners: people This course does not have any

familiar with the service world particular academic or professional
who wish to refresh their entry requirements.
knowledge and gain new thinking
about the topic.

– Non-specialised learners: people

new to the service and CX
world who need new knowledge
to complement the product
experience they are designing.
 DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)

The learning
journey

08
Cambridge Advance Online courses are delivered over eight consecutive
weeks, with each week’s content following a clear, deliverable path to help
facilitate learning. 

Orientation Week 1 Week 2 Week 3

You will get access to
familiarise yourself with
our learning platform,
Canvas, start networking
with peers and hear from
your course leader.

Week 6 Week 5 Week 4

Week 7 Week 8 Join our

Alumni network

advanceonline.cam.ac.uk
Learning
breakdown

09

ENGINEERING AND DESIGN

Our online courses combine several different elements to create a
balanced blend of learning. Participants will be able to learn at their
own pace during the week, viewing content, engaging in discussions
and completing any assignments. On average, our courses take
6 to 8 hours per week. 

3-4  1-2 
hrs hrs

Interactive learning Discussion

(including videos,
animations, quizzes)

1-2 
hrs 1 hr

Self-guided Live sessions

research
(such as reading
and looking for
information online)
 DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)
Course modules
10
Future generations of
Module 2
Module 1
service experience
Through a range of examples,
you will explore different
industrial trends in which
customer expectations in both
the business-to-business (B2B),
business-to-consumer (B2C)
and public service worlds are
being ramped up as market
entrants endlessly innovate
to enhance their services.
Designing customer
Module 4
Module 3
experience journeys
In this module you will be
introduced to a CX conceptual
framework that integrates prior
CX research and practice.
Such frameworks will help
you to better understand,
manage and improve CXs.
advanceonline.cam.ac.uk
Omnichannel CX innovation
This module will explore a
framework that depicts the
customer experience in a
three-dimensional space.
These dimensions are
characterised by low to high
digital density, low to high
physical complexity and low
to high social presence.
Service experience
challenges
This module will provide
a foundation for the
emerging issues of creating
customer experiences at the
intersection of the digital,
physical and social realms.

Customer delight
Module 5
Module 6
You will explore and discuss the
six properties of designing a
delightful experience: emotion,
interpersonal interactions,
problem-solving, senses, timing
and control. You will also learn
how to design experiences
that delight rather than merely
satisfy customers.
Data-driven business models
Module 7
Module 8
In this module we will discuss
the concept of a data-driven
business model (DDBM) and
its framework. Using the DDBM
design toolbox, you will learn
how to position CX activities in
the current DDBM landscape.
11
ENGINEERING AND DESIGN
Measuring and managing
CX using AI
During this module, you will
explore a framework that will
help you better understand what
types of CX data and analytics
can be used to generate
actionable CX insights.
Conclusion
The final week of the course
will build on the work you
completed in modules 4 and
5 and identify the market
opportunity for a predefined
product or service by
determining the data-driven
business model (DDBM).
 DATA-DRIVEN DESIGN FOR CUSTOMER EXPERIENCE (CX)

Meet your course lead

12

Professor Mohamed Zaki

Professor Mohamed Zaki is the Principal Researcher

at the Institute for Manufacturing in the Department
of Engineering at the University of Cambridge.
Professor Mohamed Zaki is also the Deputy Director of the Cambridge
Service Alliance, a research centre that brings together the world’s
leading firms and academics to address digital service transformation
challenges. Additionally, Mohamed serves as a member of the
Editorial Advisory Board of the Journal of Service Management.

Mohamed received his PhD in Business Analytics from the Alliance Manchester
Business School at the University of Manchester in 2013. Since then, his
research interests have centred on customer experience, in particular
emphasising the application of artificial intelligence (AI), to design and
manage customer experience and create new data-driven business models.

Mohamed has more than 100 publications in highly-ranked service

management journals and practical outlets, and he has presented at
numerous conferences. He has also consulted and lectured for over 50
organisations, including Manchester United, Mitsubishi Heavy Industry,
CEMEX, Caterpillar, IKEA, HCL Tech, Bouygues and many others.

advanceonline.cam.ac.uk

Technical
requirements
– Sufficient internet speed and
stability for video streaming
(2 Mbps up/down)
– Please see our recommendations
on web browsers:
https://bit.ly/2S4Qhh4
– No specialist software
or equipment needed
13
ENGINEERING AND DESIGN
Course
certification
A pass mark of 70% is required to
attain your course certificate. You will
be evaluated on:
– Formative assessment and
participation = 40% (completion
of quizzes and participation in
task activities and discussions).
– Summative assessment = 60%
(30% for the proposal and final
project are 30% each.).
If you have any questions or would like more
information about our online courses, please:
Visit our website at
https://advanceonline.cam.ac.uk

Contact our Enrolment Advisors at

uoc.online.info@cambridge.org