Customer journey e AI
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
Your initial conversation with our Program Advisors helps shape your path, clarifying your goals and participation options. It is also the required first step toward earning the Executive Education Certificate.
The SDA Bocconi Executive Education Certificate is the formal recognition awarded upon completion of a learning plan designed around your managerial needs. With the Certificate, every program you attend becomes part of a broader design, built on your growth objectives.
Connect with our advisors
Learning is never linear. It takes shape over time, combining specific learning needs with practical tools matched to your own challenges.
Talk to our team of Program Advisors to identify the path that best fits your goals and find out how to build a broader development plan through the SDA Bocconi Executive Education Certificate.
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 2028 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...
