Customer journey e AI
Comprendere i nuovi comportamenti dei clienti, gestire i dati in modo intelligente e costruire journey personalizzati
Creating valuable experiences through innovative strategies and tools
Customer experience is the most critical component of a company’s offering. It encompasses all the interactions people have with a brand and shapes their perceptions and attitudes. It is the outcome of a personal, unique journey—one that brands must thoughtfully design around their customers. Delivering a meaningful experience requires a deep understanding of customers' expectations and needs, an exploration of pain points in their interactions with the company, and the ability to identify new opportunities.
This course provides both theoretical frameworks and practical tools to design value-driven experiences using data, artificial intelligence, experimental analysis techniques, design methodologies, insights, and creative thinking. By the end of the program, participants will be equipped to understand and enhance their customers’ experience—across both physical and digital channels—and to design effective and memorable customer journeys that generate value for both the customer and the business.
Who should apply
Those who want to interpret signals of change and turn them into drivers of growth will find this course especially valuable.
It is intended for professionals working in marketing, customer experience, digital, CRM, innovation, or sales, who seek to update their tools, approaches, and mindset to design relevant experiences in a context increasingly shaped by data and artificial intelligence.
SDA Bocconi Executive Education Certificate
To navigate the evolution of the macroeconomic landscape and organizations, it is essential to broaden your managerial skills. Education plays a central role in this process. Together with our Program Advisors, you can design the learning path that best suits your needs, choosing from various formats to shape your professional growth.
Program Advisory
Learning is never a linear journey—it is a path built together, combining specific learning needs with practical tools tailored to individual challenges. Contact our team of Program Advisors, and together we will design the ideal learning path for you or your team, ensuring alignment with your goals.
Your benefits:
A dedicated orientation meeting, either in-person or remotely, to identify learning needs and create a customized plan. Throughout the course, you will experience a tailored welcome to introduce you to the program and foster networking between participants and instructors. Upon completion, your evaluation will become a valuable contribution for continuous improvement of the offering.
How your organization benefits:
Advisory on the program with HR managers to analyze organizational needs and develop personalized projects. Ongoing progress monitoring and a final follow-up to share results and gather feedback, ensuring constant alignment with pre-set goals.
Get in touch with Cristina Popescu
Structure and contents
The program includes 3 days corresponding to 24 equivalent hours and consists of 2 pillars:
Designing the Customer Experience
Implementing the Customer Experience
More value with
Certification of competencies
Issued upon completion of a voluntary assessment on the topics covered during the course.
Calendar and information
Via Sarfatti 10, 20136 Milano
Calendar
- 29 settembre 2026 - 01 ottobre 2026On campus07:00 - 16:00
Fees
€ 3,200 + VAT
The fee is net of VAT but includes teaching materials and work breakfasts.
Special payment terms
Bocconi Alumni
Bocconi Alumni are entitled to a 20% reduction on participation fees. To take advantage of the discount, please enter your Alumnus status when registering by indicating “ALUMNI 20” in the notes section. Remember that without this indication, the discount will not be applicable.
Women are good for business
To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them until 8 March 2027 a 20% discount on the participation fee for all Executive Open Programs and Executive Online Programs.
Multiple enrollments
Companies, institutions and public bodies that enroll at least 3 participants in a single program are granted a 20% discount for each registration fee. The concession is not applicable for personal enrollment and must be formalized by the start date of the course.
Corporate education programs
In the case of learning needs involving several resources of the same company enrolled in more than one program, it is possible to define a customized plan from the specific needs of the organization. In this case, our Program Advisors are available to build with the client organizations ad hoc training plans with special pricing.
Partnerships and channel agreements
SDA Bocconi offers the possibility to initiate collaborations that allow them to expand the portfolio of educational trainings to be offered to their members. In this case, the School is available to evaluate partnerships and channel agreements so as to respond in a timely manner to the specific needs of the organization.
By attending at least 80% of the classes, you will receive a certificate of participation in the program and a digital badge to share with your network on LinkedIn.
Program Direction
Customer experience is at the heart of every company’s offering: it defines the relationship with customers and influences their perceptions and choices. In this course, we provide concrete tools to analyze, design, and improve experiences by combining data, experimentation, and creativity. The goal...
