Business Training
Training to Elevate Customer Experience, CRM and UX in Companies
A practical programme to stop competing on price and start competing on trust, connection and loyalty.
Target Audience
Who is this course for?
Today, products no longer differentiate. Customers compare in seconds, switch providers with ease, and demand coherent, personalized, and memorable experiences. In this context, customer experience, CRM, and UX have become the three pillars of sustainable growth.
This course is designed for companies that want to stop competing on price and start competing on trust, connection, loyalty, and recommendation. A fully practical programme aimed at:
- Professional services companies
- Clinics, medical and health centres
- Commerce, retail, hospitality and restaurants
- Commercial and customer service teams
- Executives looking to differentiate their brand through experience
Learning Objectives
What will participants learn?
This 8-hour training programme helps leaders and teams acquire concrete tools from day one:
Customer experience
Understand what customer experience really is and why it directly impacts sales, reputation and profitability.
Empathic communication
Learn to communicate in a way that builds trust and connection from the very first contact, reducing friction.
Customer Journey & UX
Design and optimise the complete Customer Journey, applying ethical persuasion techniques to increase conversion and loyalty.
CRM as strategy
Integrate CRM not as software, but as a real customer relationship strategy: know them better, anticipate needs, improve loyalty.
Emotional management
Transform complaints, tensions and mistakes into loyalty opportunities through effective emotional management.
Loyalty and ambassadors
Apply ethical persuasion techniques to convert customers into brand ambassadors and align the team around a real experience culture.
Course content
Training programme for an 8-hour course
This programme helps participants acquire practical and actionable tools from day one.
Why Customer Experience is the True Competitive Advantage
- Quality is no longer valued — it is expected
- Impact on purchase decisions and repeat business
- Brand recommendation and reputation
- Mid and long-term profitability
Empathic Communication to Win and Retain Customers
- Building trust from the first contact
- Reducing friction in communication
- Active listening techniques
- Adapting to different customer profiles
Customer Journey Design and User Experience (UX)
- Mapping touchpoints: digital, phone, meetings
- Detecting value leaks
- Digital and in-person UX
- Real improvement opportunities in the journey
CRM as a Key Tool for Customer Experience
- Getting to know the customer better with data
- Anticipating needs and automating follow-ups
- Improving commercial relationships
- CRM as a strategy, not just software
Emotional Management with Customers
- Handling complaints and tense moments
- Recovering dissatisfied customers
- Turning mistakes into opportunities
- Emotional management as a loyalty lever
Persuasion, Loyalty and Immediate Action Plan
- Ethical persuasion and repeat purchase
- Recommendation and brand ambassadors
- Immediate personal action plan for each participant
- Without action, there is no transformation
“The companies I have worked with have notably improved the satisfaction, loyalty and recommendation of their customers.”
DIEGO ANTOÑANZAS
The Trainer
Why Diego Antoñanzas?
Diego Antoñanzas is the ideal trainer for this course because he combines solid multinational executive experience with a profoundly human and practical perspective on leadership and customer experience. He has led teams in complex environments for over 20 years, experiencing firsthand the challenges that create friction in customer relationships.
His approach is not merely theoretical: Diego provides concrete tools and proven techniques. As an executive coach and international speaker, he adapts his message to the real needs of each organisation, using clear communication, humour and storytelling to make concepts immediately applicable.
Keep Learning
More business training courses
Do you want this course for your company?
Write to me to request more information, availability or a quote.
This programme is designed so that participants acquire practical and applicable tools from day one, improving customer experience and team productivity.