Businesses are increasingly recognizing the importance of managing the customer experience and the impact that this has on customer retention, business growth and profitability. Therefore, this Masterclass will aim for you to gain an appreciation for why customer experience management (CEM) is important in today’s business environment and to understand some of the key factors in CEM. We’ll be introducing you to customer experience (CX) from the ‘sense’, ‘feel’, ‘think’, ‘do’ perspectives, looking at CX through the eyes of the customer and understanding how we can use this information to build value into the customer-experience journey.

• Learn about Customer experience management
• See things from the customers’ perception
• Improve the customer experience
• Help them within their individual businesses and careers

Dr Dawn Holmes is a Vising Fellow in Marketing at Alliance Manchester Business School (AMBS) and has a strong practitioner background. She received her Doctorate in Business Administration from AMBS in 2022. Her passion lies in business relationships, focusing on understanding customers and enabling the creation of customer value by harnessing digital tools, particularly in Business to Business contexts.

She delivers marketing and management courses across the school on undergraduate, postgraduate, MBA, Global and executive education programmes. Outside of AMBS, she delivers on Executive Education programmes for Trinity Business School and Salford University Professional Development.

With senior management roles covering Marketing Management, Insight Development & Deployment, Corporate Planning, and Business Intelligence, Dawn brings a broad range of experience to her teaching.

She has a DBA and MBA from Alliance Manchester Business School and an honours degree in Mechanical Engineering from Staffordshire University. She is a Fellow of the Chartered Institute of Marketing (CIM) and is currently a non-exec director of CIM.