Lead AI-powered Customer Experience strategies

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This program is designed both for those who want to take their first steps in Customer Experience and for professionals who are looking to update their vision and lead the transformation of the experience in the age of Artificial Intelligence.

If you're just starting out, you'll gain the fundamentals to understand the scope of Customer Experience, its main disciplines, and how to integrate them to create memorable experiences. If you already have experience, you'll incorporate a strategic perspective on the future of CX, along with concrete tools and real-world case studies shared by leading organizations.

It is aimed at professionals and leaders in Customer Experience, Marketing, Sales, Analytics, Quality, Customer Service, Contact Center, Human Resources, IT, UX and all those who wish to learn about the strategies, methodologies and technologies that the most innovative companies apply today to design and manage the customer experience.

No prior technical knowledge is required. The content related to data and Artificial Intelligence is approached from a strategic and practical perspective, so that any professional can understand it and incorporate it into their daily work.

Streaming format (live virtual)

Wednesday from 18:21 p.m. to XNUMX:XNUMX p.m.

It is organized into 8 classes of 3 hours each.

MODULE 1 — Customer Experience in 2026: strategy and the DNA of experience

Organizations are investing in customer experience more than ever, yet most customers don't perceive any improvement. This gap between what the company believes it offers and what the customer actually experiences is the starting point of the program. In this module, we explore what distinguishes a truly customer-centric strategy from a merely declarative one, how to diagnose an organization's CX maturity, and how to build the DNA that aligns the entire company behind a single customer experience promise.

Agenda:

• The gap between the experience that the company believes it provides and the experience that the customer perceives.
• Foundational and operational experience strategy.
• When does CX originate in Marketing, Contact Center, UX, or Quality?
• CX maturity levels in the organization.
• DNA construction: purpose, pillars, guidelines and business rules.
• Market cases and lessons learned.

MODULE 2 — Next-generation VoC programs (I): Listening to 100% of the experience

For years, the Voice of the Customer was built on surveys answered by a minority. Today, the leap is one of coverage: moving from listening only to the fraction that responds to analyzing 100% of real interactions. Every call, chat, and contact with the contact center, and every signal of customer behavior (what they use, where they get stuck, their digital experience, when they contact us again), becomes raw material for understanding the experience without having to ask. Based on this, the module introduces a question that redefines the role of CX: when a growing portion of interactions ceases to be between humans and becomes between the company and AI, what does it mean to measure and nurture that experience?

Agenda:

• From survey to 100%: why total coverage changes the rules of VoC.
• Analytics of all contact center contacts: listen to every conversation, not just a sample.
• Customer behavior analytics: reading the experience in usage and friction data.
• Structured and unstructured, explicit and implicit feedback: how they are integrated.
• NPS, Customer Effort Score and satisfaction: what place do they occupy in this new scheme.
• The new agentic scenario: what experience do we give the customer when they are served by our AI, and what experience do we give to the agent that the customer will send us in the future.
• The role of CX that's coming: from measuring and analyzing, to designing agent-to-human and agent-to-agent experiences.

MODULE 3 — Next-generation VoC programs (II): from listening to action with AI

This module builds upon the previous one and delves deeper into what distinguishes a program that measures from one that improves. While the previous module expanded on what we hear, this one focuses on how to transform that vast volume of data into actionable decisions. We explore how AI identifies patterns within thousands of conversations, grouping them by meaning rather than individual words, examining its real-world potential and limitations (why it accelerates work but doesn't replace human judgment), and the close-the-loop models that ensure learning flows back into the organization and that no customer is left unanswered. The module includes a live demonstration of market-leading solutions.

Agenda:

• From data to action: how to turn thousands of signals into clear priorities.
• How AI detects patterns in large volumes of conversations.
• AI-powered text and sentiment analysis: what it does well and where it needs auditing.
• Live demonstration of AI solutions applied to the Voice of the Customer.
• Conversational research with AI: delving deeper where the data leaves questions.
• Close-the-loop (inner and outer loop): models and best practices.
• Centralized and distributed management model: roles, responsibilities and governance.
• Cases and lessons learned in the implementation of VoC programs.

MODULE 4 — The customer economy: LTV, churn and the CX business case

Identifying an opportunity for improvement in listening isn't enough: you have to justify the investment to move forward. This module provides the economic metrics for customer relationships and how to build the business case that transforms a Voice of the Customer (VoC) finding into an investment decision. It's the bridge between listening and designing: without internal selling, no improvement can be implemented.

Agenda:

• Economic value metrics: ARPU, acquisition cost, and lifetime value.
• Churn: how to measure and quantify the real cost of customer churn.
• The relationship between customer value and acquisition cost.
• Experience drivers and how to read them to anticipate behavior.
• How to build and defend the CX business case.
• Market cases and lessons learned.

MODULE 5 — Experience Design: Archetypes, Journeys, and Hyper-Personalization with AI

With the investment justified, it's time to design. This module provides the method for representing the customer we design for and mapping their end-to-end experience, connecting what the customer experiences with the processes and people that make it possible. It also takes the leap enabled by AI: moving from archetypes drawn by eye to archetypes discovered in real data, and from an average customer to classifying each individual customer into their archetype—the foundation of hyper-personalization at scale.

Agenda:

• Archetypes and design personas: when each is appropriate.
• How AI discovers the real archetypes of a database using clustering techniques.
• From archetypes to individual customers: classifying each person with AI in real time.
• Hyperpersonalization: delivering an experience that feels individual on a large scale.
• The limits of personalization: privacy, bias, and the line with manipulation.
• Customer journeys: macro and micro journeys.
• From journey to blueprint: connecting the touchpoint with the process that supports it.
• Market cases and lessons learned.

MODULE 6 — Emotion and behavior: neuroscience applied to experience

People don't make purely rational decisions, and an experience that ignores how the mind works leaves value on the table. This module provides the tools of behavioral science to design experiences that truly connect with customers' emotions and decisions, while exploring the line between influencing and manipulating.

Agenda:

• How we decided: System 1 and System 2.
• The Peak-End Rule and the memory of the experience.
• Key biases applied to CX: social proof, framing, cognitive load.
• Design of contact points with behavioral levers.
• Market cases and lessons learned.

MODULE 7 — From strategy to the trenches: operations, contact center and experience management in every channel

Every designed experience is either won or lost in practice, and customer experience (CX) fails to achieve results if it doesn't understand, across each channel, what to look for and how to influence and transform it. The contact center is where customer contact is most concentrated, and where AI is having its most concrete and widely discussed impact. This module explores how the experience is actually managed on the front lines: which KPIs distinguish good from bad management, how a leader interprets the performance of their team of agents, and how AI is now enhancing that management. The same logic applies to all other operational channels.

Agenda:

• How the operation either executes or betrays the designed experience.
• What an agent team leader looks for: key contact center KPIs and how to recognize good management.
• Quartile management, agent dispersion analysis, and coaching as levers for improvement.
• How AI enhances team management, performance analysis, and coaching.
• The real state of AI in customer service: adoption versus measurable results.
• The three-layer model: autonomous AI, AI assisting the human agent, and scaling to the person.
• The design of agent-to-human and agent-to-agent experiences.
• Managing the experience in other operating channels, such as social media.
• Real case presented by an operations leader.

MODULE 8 — Customer centricity and culture: the heart of the experience

The program's conclusion shifts the focus from technique to culture. First, the framework: guided by Peter Fader's concepts, we explore a simple yet disruptive idea: not all customers are created equal, and being customer-centric means reorganizing the company around those who generate the most value, measured by their lifetime value. But no experience strategy can be sustained without the people who embody it. That's why the core of this module is the human element: how to achieve, in practice, a genuine cultural shift toward the customer. World-class companies in customer experience are distinguished not by their tools, but by the strength of their internal culture, and this module focuses on how to build it.

Agenda:

• Customer centricity according to Peter Fader: focusing on the customers who generate the most value and using lifetime value as a compass.
• The cultural challenge: why the best experience strategy fails without people.
• Change management towards a customer-centric culture: inspiration, purpose and meaning.
• From intention to action: concrete objectives linked to the customer experience.
• The link between employee experience and customer experience.
• What do world-class companies do in terms of experience to sustain their internal culture?
• Final integrative practical work (submission after the course).

The Faculty of Engineering of Universidad Austral will issue the Academic Certificate of approval of Customer Experience Program and AI Applications to those who comply with the promotion regime.

DISCOUNTS AND BENEFITS

• UA undergraduate graduates:
  • 25% off all UA postgraduate academic offerings (master's degrees, diplomas and programs).
  • 20% off master's degrees IAE and 10% in targeted programs of IAE.
• UA Postgraduate Graduates:
  • 20% on the academic offer of UA diplomas and programs.
• Former students (non-graduates):
  • 15% on the academic offer of UA diplomas and programs.

 Important: Discounts are not cumulative and are subject to availability.

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