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Certification Program
Customer Experience for Distribution Leaders (CXD)
This program is delivered online and has been designed for distribution leaders to understand the basic strategic concepts that they need to design, build, measure, and manage experiential and transformational offerings. Based on Senteo’s methodology and the principles of the best seller "The Experience Economy" by Joe Pine and Jim Gilmore, this program presents an effective and entertaining delivery approach with videos, engaging exercises, case studies, and many real-world examples.
$985 One-Time Charge
5 engaging and effective courses, 44 chapters Total duration of the video lessons: 7h 30m of video Average time needed to complete the program: 26 hours Interactive videos Relevant case studies Personalized feedback on written assignments and final exams Direct communication with faculty Free coaching – two formats to choose from: Ask an Expert (written format) or Basic Business Coaching (30 min. session) Certificate of achievement at program completion Language: English. Videos with CC in English, Spanish, Russian and Turkish Access to the course content: 3 months Curriculum
Online Course
Understanding the Basics of Great Customer Experiences
This course will give you a general understanding of the basic principles and elements of great customer experiences as an economic offering and approach for businesses to gain competitive advantage and reduce sensitivity to price.
Online Course
Understanding Customer Relationships & Loyalty
This course covers various methodologies for measuring customer satisfaction and loyalty and also includes a detailed discussion on the nature of customer relationships outside of product purchases and usage. An introduction to relationship-centric offerings and business models provides a foundation that will be built on in future courses.
Online Course
Understanding Segmentation & Segment Management
This course includes an explanation of historical approaches to segmentation and a detailed discussion on behavioral segmentation, behavioral scenarios, and behavioral economics along with a detailed approach to segment management for organizations.
Online Course
Understanding Customer Journey Mapping & Management
This course presents a comprehensive approach to classification of different journeys (user, customer, life journeys) along with a detailed discussion of systemized journey management and measurement in organizations.
Online Course
Understanding Customer Touch Points
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.
What Will You Learn?
Customer experience management: gain the ability to design, manage, and optimize customer experiences across various touchpoints, ensuring customer satisfaction and loyalty.
Customer relationship management: acquire skills in building and maintaining customer relationships, understanding customer needs, and fostering long-term loyalty.
Segmentation and targeting: gain the ability to identify and segment target markets effectively, tailoring your efforts to specific customer groups.
Data analytics: acquire the knowledge of customer-oriented analytics and data-driven decision-making, enabling you to extract insights and make informed decisions.
Customer Journey Mapping: learn how to map and analyze user journeys, customer journeys, and life journeys identifying key touchpoints and opportunities for improving user experiences, customer experiences and life experiences.
Emotional engagement: develop skills in creating emotional connections with customers fostering customer engagement and brand loyalty.
Problem-solving and critical thinking: enhance your problem-solving abilities and critical thinking skills through exercises and real-world case studies, enabling you to tackle your business area challenges effectively.
Customer touch point identification: identify and understand various customer touch points, both physical and virtual. You will learn to recognize the different types of customer contacts and touch points that occur throughout the customer journey.
Standardization and contact model building: learn how to standardize customer contacts and create customizable contact models across different channels. They will develop the skill to design and implement consistent and effective customer contact processes.
Enhancing customer environments: acquire the ability to use experiential realms and theming techniques to enhance customer environments.
Who Should Enroll in this Program?
This program is open to anyone with proven experience in the field of distribution; and has been specifically designed for those professionals to understand the basic concepts needed to design, build, measure, and manage experiential and transformational offerings.
Customer Experience Directors/Managers: This program would be suitable for professionals leading customer experience teams or managing customer experience initiatives within an organization.
Operations Managers: Professionals overseeing operational processes within an organization can benefit from understanding the impact of customer experience on overall business performance.
Marketing Managers: Marketing managers can benefit from the program as it provides insights into aligning marketing strategies with customer experience goals. They will learn how to create customer-centric campaigns, optimize touch points, and enhance overall customer satisfaction.
This program is also recommendable for Sales Managers, Product Managers, Business Development Managers, entrepreneur/start-up founders, Customer Service Managers, Senior Executives/Leaders, Consultants and Advisors.
Senteo Customer Experience Certification
Once you have satisfactorily completed all the course requirements you will receive your certificate of achievement by email. This certification is valid for 3 years.
“No company better applies our ideas on The Experience Economy than Senteo, and this certification program does a great job of teaching how to build relationship-centric, experience-based businesses. Everyone should attend!”
Co-Author of The Experience Economy
B. Joseph Pine II,
The Senteo Learning Experience
All of our educational programs follow a simple but very effective approach designed together with an organizational psychologist to improve the retention of concepts and stimulate application of the methodology to real world business needs. All programs are structured with the following four components:
Learn — understand the theory and mechanics behind each aspect of the methodology
Do — apply the different aspects of the methodology during exercises and work groups
See — observe real world applications, examples and case studies related to each aspect of the methodology
Extend — identify and support the possibilities for real-world applications of the methodology specific to current business needs and goals
MEET YOUR PROFESSOR
Michael Ruckman, President & CEO of Senteo
Michael Ruckman, President & CEO of Senteo
Michael is a regular keynote speaker and guest lecturer at Stockholm School of Economics, Skolkovo School of Management, UNLV, Financial University, BAI, EFMA, Lafferty, ICSC, MECS+R, as well as many other international conferences and corporate events. As well, Michael has authored dozens of educational courses in the areas of strategy, digital and business model transformation, leadership, customer experience, corporate culture development, gamification, customer relationship management (CRM), and others with over 30,000 participants since 2004.
25 years
of experience
30,000+
graduates
300+
projects
30
countries
25 years
of experience
30,000+
graduates
300+
projects
30
countries
Testimonials
Michael’s workshops and master classes are always memorable and rated as “excellent.” It’s a pleasure to work with him and the entire Senteo team.
Alexey S.
We recently participated in an online training session with our colleagues from VTB about “Experiential Innovation”. During the training, Michael provided valuable insights into the economics of customer experiences, guided us in building Customer Journey Maps (CJMs), and highlighted the distinction between customer-centric and human-centric business models. He was exceptionally open, responsive, and generously shared his wealth of experience and knowledge. The training also gave me the opportunity to apply my understanding of behavioral economics and neurophysiology to real-life business cases. Once again, I want to express my gratitude to Michael and his entire team on behalf of myself and my colleagues. The experience was truly outstanding! 👍🔥
Anna Sh.
For someone like me, an IT specialist and tech enthusiast, Michael’s course was like a journey to Mars! It felt like discovering a whole new planet that I was thrilled to explore. Everything was fresh and incredibly interesting. And the best part? Thanks to Michel, complex concepts were explained in a simple language that I could easily grasp. The assignments were designed in a way that pushed me to come up with original ideas. I highly recommend it to everyone!
Dmitriy G.
Achieving high productivity with minimal time investment!
Non-conventional and invaluable! From June 9th to 11th, I participated in the online training “Experiential Innovation,” and to say that it was an explosion of emotions, knowledge, and communication is an understatement! The materials provided by Michael are simple and easy to understand, and the tools used during the training are highly convenient. The result of this training is a boost of energy and even greater desire to delve deeper into the subject matter! Hold on, customers, this is going to be phenomenal! !#senteo
Elizabeth S.
Clear explanations, valuable information, knowledgeable instructor.
Fachar K.
I had the privilege to participate in Michael’s training about creating exceptional customer experiences. The experience was incredibly interesting, productive, and engaging. As someone who was new to online training, I was pleasantly surprised by the remarkable level of dynamics and engagement it offered. It was a truly cool and informative experience! I wholeheartedly recommend it to everyone.
Gleb St.
Achieving high productivity with minimal time investment! Unconventional and valuable!
Irina Sh.
#senteo#MichaelRuckman
In an amazing way, he combines the depth of the subject with an easy delivery of complex materials. Employees from different levels participated in the online training “Experiential Innovation” for VTB Bank, and here are the key points highlighted by the participants:
1. Convenience and comfort of conducting the training over Zoom and utilizing Miro boards.
2. The training content. The connection between the product, the customer, long-term relationships, and creating innovative solutions to transition from a product-centric approach to a relationship-centric one is crucial and applicable to any innovation.
3. The chat support and participant engagement before the training were organized in a very natural and gentle manner.
4. The outcome of the training resulted in specific sets of innovative solutions in six different areas. This means that we could immediately put into practice what we worked on during the training. The knowledge gained is highly practical, which is essential for my company.
5. Michael:) I cannot fail to mention the charisma and vast experience of our trainer, Michael. It was extremely valuable that he shared his experience from different organizations.
In summary: I wholeheartedly recommend Senteo’s training sessions and plan to explore their other offerings as well.
Janna Kh.
#Senteo and #MichaelRuckman – each presentation reveals a new side of the CX approach. I like the fine balance of theory and practice, as well as the combination of both seriousness and humor in the presentations at conferences and workshops, which makes the process even more fascinating and engaging.
Luiza U.
Great ideas and concepts for understanding the role of customer experience and customer relationship.
Natalia S.
We took the UX Redesign course in an online format. Everything was organized excellently, with convenient tools for collaborative work. We didn’t notice any difference compared to in-person training. The team did a great job.
Roman N.
Training from #MichaelRuckman is all about simplifying the complex. The materials, delivery, and support are top-notch. After three days of training, the amount of knowledge acquired exceeded expectations. I want to specifically highlight the atmosphere, which inspires you to strive for new achievements! Thank you.
Sara B.
Great course! Helpful practice activities.
Tresford Ch.
Irecently completed Michael Ruckman’s online training, “Experiential Innovation” for VTB Bank.” Three unforgettable days filled with an incredible emotional charge, a wealth of new knowledge and tools that can now be applied in practice. Throughout the training, I found myself realizing that every piece of information presented held immense value and would be beneficial in my future work. I extend a heartfelt thank you to Michael and the Senteo team for simply being who you are and for the outstanding work you do!
Yuliya A.
Customer Experience for Distribution Leaders (CXD)
5 engaging and effective courses, 44 chapters Total duration of the video lessons: 7h 30m of video Average time needed to complete the program: 26 hours Interactive videos Relevant case studies Personalized feedback on written assignments and final exams Direct communication with faculty Free coaching – two formats to choose from: Ask an Expert (written format) or Basic Business Coaching (30 min. session) Certificate of achievement at program completion Language: English. Videos with CC in English, Spanish, Russian and Turkish Access to the course content: 3 months Senteo Online Education Calculator
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Other Online Programs
Certification Program
Chief Experience Officer Certification Program (CXO)
This program is delivered online and has been designed for an in-depth understanding of the basic strategic concepts that are necessary to design, build, measure, and manage experiential and transformational offerings.
$1,995 One-Time Charge
Certification Program
Customer Experience for Marketing Professionals (CXM)
This program is delivered online and has been designed for Marketing professionals to understand the basic strategic concepts that they need to design, build, measure, and manage experiential and transformational offerings.
$985 One-Time Charge
Certification Program
Customer Experience for Product Professionals (CXP)
This program is delivered online and has been designed for all product professionals to understand the basic strategic concepts that they need to design, build, measure, and manage experiential and transformational offerings.
$985 One-Time Charge
Certification Program
Experiential Innovation & Relationship-Centric Offerings (EIP)
This certification program, that has been designed for individuals involved in managing or sponsoring the innovation process in any size organization, explores different forms of innovation.
$745 One-Time Charge
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$19/month
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Miroslav Boublik examines three aspects of bank operating models - the organization of operations, the approach to business, and the management model, alongside the specifics of the Russian market.
The key goal of lifecycle management is to maximize the customer's lifespan with the bank, integrate them into everyday banking services, and increase product penetration, which will enable solving the customer's problems in the long term. In this article, we will discuss the details and practical examples that banks can use in their customer lifecycle management.
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
Michael Ruckman, President & CEO of Senteo talks about Customer Contacts, Experiences, and Journeys in this fast moving presentation from the MECS+R Congress in 2021 in Dubai.
The book is organized into 2 main sections, the first explains value and experience for the customer, the second explains how any company can create value through experience.
Steve Zaffron and Dave Logan have created a methodology for improving the leaders who drive performance. They have identified three key aspects centered around effective communication.
Scott Gould uses his diverse expertise and life experience to define engagement providing a framework within the book which describes this process, with both tactical and strategic utility.
Northern Irish poet and author Michael Foley investigates the foundations of fun and what it has meant throughout the ages. Underneath the veneer of light-hearted and witty text lies a conceptual template for creating fun and memorable experiences.
Brian Burke’s book offers an excellent introduction to gamification and a very useful, albeit generic, guide to developing gamified solutions. Burke also seeks to dispel common misconceptions about gamification.
This book introduces the concept of “mass customization,” a model in which companies have evolved from mass production of standardized goods to produce greater variety in their products and services.
This quick 5-minute video explains the difference between User Experience, Customer Experience and Life Experience, provides examples of each and explains the difference between CEM and CXO.
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