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Description

Customer Experience and AI: Leveraging Data, Personalising and Measuring

Moving from artificial intelligence promises to customer decisions genuinely supported by data

  • 1 day — 7 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Marketing teams hold more customer data than ever: browsing behaviour, purchases, complaints, satisfaction surveys. That data remains scattered across tools that do not talk to each other, and the use of artificial intelligence is often limited to a few isolated trials whose effect on the customer journey nobody measures.

This one-day programme connects the two subjects: which data to collect and make reliable, which use cases deliver real gains in customer knowledge, personalisation and relationship quality, and how to track their effects. Each participant leaves with a prioritised list of use cases for their own customer journey.

Learning objectives

  • Map the data available across the entire customer journey
  • Assess data quality before any decision-making use
  • Select the artificial intelligence use cases that genuinely serve customer relations
  • Build an actionable segmentation based on observed behaviours
  • Define the indicators that measure the effect of the actions taken

What makes this programme different

Use cases are prioritised according to expected value and the data actually available
A customer dashboard is built step by step from a supplied data set
Personal data obligations are addressed within each use case

Programme

1Customer Journey Data

Knowing what you actually have

  • Sources from web, sales and customer service
  • Unifying identifiers and building a single customer view
  • Quality controls and handling missing data
  • Framework for using personal data in marketing activities

2Artificial Intelligence Use Cases

Choosing what delivers measurable gains

  • Behavioural segmentation and propensity or churn scores
  • Product recommendation and content personalisation
  • Automated analysis of customer service verbatims
  • Conversational agents and the limits of automated responses
  • Trade-off criteria between expected value and implementation effort

3Steering and Measurement

Making the effects of actions visible

  • Selecting journey indicators and customer value metrics
  • Building a dashboard that operational teams can read
  • Comparative testing protocol before wider roll-out
  • Presenting results to management and arbitrating priorities

Who is it for

Marketing managers, product managers, customer relations managers, CRM officers and marketing analysts.

Prerequisites

Familiarity with the basics of customer marketing and data usage.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.