Feature
The Gist
- Vital edge. Premium CX certifications give marketers a competitive edge, enhancing skills in customer experience and driving loyalty.
- Career boost. According to Robert Half, the midpoint salary for a CX marketing manager is $88,350. Certifications can lead to higher starting salaries.
- Real experience. Brenden Dougherty, CEO/COO at MDBio, emphasizes that certifications should be paired with real, relatable experience for maximum impact.
In today's competitive job market, forward-facing marketers can gain a vital edge through premium certifications that validate their customer experience (CX) skills. CX certifications demonstrate a commitment to learning what is needed to deliver seamless omnichannel experiences that drive loyalty and satisfaction. By mastering the latest techniques and strategies, certified marketers speak the language of CX fluency, aligning initiatives to maximize value and exceed expectations. This article will examine the top four premium customer experience accreditations for customer-centric marketers.
What About Free or Economical Courses?
In a previous article, we listed the top 5 customer experience courses and certifications, but we limited the listing by only offering free or inexpensive (under $50) courses and certifications. That is not to say that the free or inexpensive courses are not worthwhile — on the contrary, they are extremely valuable for what they can teach the student, and as a certification to add to one’s resume or social media profiles.
In this article, we are going to list the top four premium customer experience courses, which are likely to be more costly — the courses listed here require a greater investment in time, effort and money, but the rewards are worth it to the marketing professional.
Why Would a Marketing Professional Want to Be CX Certified?
Customer experience is becoming a vital and core aspect of business as brands increasingly shift to customer-centric models. The customer experience drives sales, engagement, loyalty and satisfaction — and according to a PWC report, 32% of customers would stop doing business with a brand they loved after just one bad experience. Additionally, customers don’t mind giving up personal data in exchange for an exceptional, personalized customer experience.
This trend is driving rapid growth in the customer experience market, fueled by ongoing trends such as hyper-personalized customer service, AI and automation, varied customer value models, and successful social media customer service methods. For marketers, gaining an understanding of what drives an exceptional customer experience is key to being able to create and deliver a successful marketing campaign. Customer experience and marketing go hand-in-hand, hence the importance of these certifications for marketers.
The benefits of understanding the customer experience aren't limited to those just beginning their marketing career — CMOs are among the first to recognize the importance of the customer experience. Ryan Mckenzie, co-founder and CMO at Tru Earth, an eco-friendly household product business, told CMSWire that CMOs need to address any challenges related to brand value by actively engaging with customers, understanding their needs and aligning their product offerings with those needs. Mckenzie suggested that by creating a positive omnichannel customer experience, businesses will be better equipped to build loyalty and trust among their target audiences.
The 2023 report from Research and Markets predicted that the global customer experience management market size is expected to reach $32.87 billion by 2030. Additionally, the national midpoint salary for a customer experience marketing manager is $88,350, according to Robert Half, with the entry-level position starting around $70,370 and the advanced-level position at $105,710 in Chicago, Illinois. Salaries vary based on the job applicant’s experience level, qualifications, and location. Certifications often lead to a higher starting salary and help to differentiate applicants from one another. CX certifications can also help marketers learn how to create a more positive and seamless customer experience across all channels.
While certifications are an effective way to learn new skills and demonstrate an ongoing commitment to learning, they are best when combined with actual experience. Brenden Dougherty, CEO/COO at MDBio, the personalized plant medicine company, told CMSWire that just as an MBA will get you in the door for a leadership position, a CX certification such as the CCXP will ensure your marketing resume stands out. “What's even more important is how those credentials are paired with recent, relatable experience that showcases the application of those acquired skills,” said Dougherty.
The Certified Customer Experience Professional (CCXP)
The Customer Experience Professionals Association (CXPA) created the Certified Customer Experience Professional (CCXP) certification program to "Define and evolve a global framework to assess CX practitioners’ competencies and commitment, supported by continuing professional development, through the definition of new standards, best practices, tools and technologies to continuously improve the field of CX." By passing the 100 question certification exam, business professionals are demonstrating their mastery of CX knowledge and skills, and their commitment to proactively stay abreast of new trends in the CX field.
The CCXP is not a course that just anyone can take. In fact, before taking the exam, the prospective student will have to submit an application, with an accompanying $150 fee (which if accepted, will be part of the course fee). Additionally, there are specific qualifications that will have to be met in order to qualify, including:
- Three years of full-time CX-specific work experience.
- A post-secondary degree or a high school diploma or equivalent.
- Five years of work experience that include three years of CX-specific work experience.
Once the student is accepted into the CCXP program, they must register to take the computer-based exam through Prometric/ISO-Quality Testing, Inc. (IQT). They can then take the exam at any of the nearly 900 worldwide testing sites, or through a secured, proctored, online test using Prometric’s ProProctor system. Fees for the certification for CXPA Members is $495, or $645 for non-members.
The exam covers the following core competencies: Customer Insights and Understanding, Customer Experience Strategy, Metrics, Measurements, and ROI, Design, Implementation, and Innovation, and Culture and Accountability. Students can prepare for the certification exam by studying with a CXPA Recognized Training Provider, although there is no requirement to do so. There are many independent sources for exam preparation, such as Study.com, and the student can also purchase study guides at retailers such as Amazon.com.
Customer Experience Management Masterclass
Udemy's Customer Experience Management Masterclass was created by author and client services executive Manos Filippou, and includes 27 sections, with 9 hours of video and 109 lectures, including 12 new lectures about ChatGPT.
Students will learn about the various aspects of customer experience, with sections focusing on:
- The Benefits of Delivering a Great CX
- Best Practices for CX Leaders
- Types of Customer Journey Maps
- Customer Experience Variables
- How to Evaluate Your CX Strategy
- The Causes of Bad CX
- Practical CX Strategies Using Technology
- How the Pandemic Changed CX
- How to Create Memorable CX
ChatGPT and Customer Experience
The course was updated in August 2023 to include 54 new lectures, and features many quizzes designed to guide the student as they progress through the course. Students can take the course after joining Udemy for $16.58 per month, or they can pay $94.99 to take this course on its own. A certificate of completion will be provided after the student successfully passes the quizzes and finishes the course.
Digital Marketing Strategies: Data, Automation, AI & Analytics
Kellogg’s Digital Marketing Strategies: Data, Automation, AI & Analytics course at Northwestern University is focused on marketingl however, it covers many aspects of customer experience and is a very worthwhile course for marketers.
The course includes eight modules that cover a wide range of customer-centric topics such as:
- A Framework for Marketing in a Digital World
- Understanding Customers and Generating Insights
- Customer Segmentation and Behavioral Marketing
- The Customer Journey and Content Strategy
- Brand Storytelling in a Digital World
- Accelerating Marketing Execution Through Agile Marketing
- Marketing Attribution, Testing and Experimentation
Marketing Automation and Artificial Intelligence in Marketing
The course currently costs $2,496, but regularly costs $2,600, and Kellogg provides a two- and three-payment plan so that students can spread out the cost of the course. It is expected that students will take two months to complete the course, spending 4-6 hours of online training per week. Students must receive a minimum 80% score to pass the course and receive the certificate of completion.
Leading With Behavioral Science: Creating Breakthrough CX
Kellogg’s Leading With Behavioral Science: Creating Breakthrough Customer Experiences course, taught by Alexander Chernev, professor of marketing, is another excellent choice for marketers who are interested in increasing their knowledge of customer experience. The six weekly modules will teach the student how to integrate customer science into traditional marketing strategies, providing critical insights they can use to create "optimal customer experiences that ultimately drive value and create enduring customer relationships."
The six modules examine the following topics:
- Managing Customer Value: How to translate product features into customer benefits to effectively communicate the value of their products and services.
- Designing for the Way Your Customers Think: How activating customer needs can motivate and strengthen the customer journey.
- Customer Science as a Business Discipline: Learn about the fundamentals of customer science, and the hidden forces that drive the customer journey.
- Choice Architecture and Biases: How decision context guides customer choice, and strategies to accelerate the decision-making process.
- Building Impactful Experiences: Strategies for creating and sustaining an engaging and memorable customer experience.
- Managing Customer Loyalty: What drives customer loyalty, and how customer science insights can help create and sustain loyal customers.
Webinar
Sep
25
CMS Briefing: A Live Look at What’s Next in AI-Driven Platforms
Learn how leading organizations are using AI‑driven tools to publish faster, personalize smarter and stay secure.
Register
Webinar
Sep
25
Call Spoofing Trends Financial Institutions Can't Afford to Ignore
Don't let robocalls sabotage your customer relationships. Learn how to secure your voice channel.
Register
Webinar
Oct
16
Agentic AI Playbook: Real-World Customer Service Use Cases You Can Deploy Now
Boost self-service by 30% and slash call volume by 63% with agentic AI.
Register
Webinar
On demand
Ready or Not: How Data-First Organizations Are Unlocking Agentforce Potential
Learn how to cut through the noise, activate Agentforce and build a Salesforce AI strategy that actually delivers.
Watch Now
Webinar
On demand
CX Reality Check: What Your Customers Are Really Thinking
Register now and get the insights you need to not just meet rising expectations, but exceed them.
Watch Now
Webinar
On demand
Content Leaders Collective: What a Good CCMS Actually Looks Like
Discover how content leaders transform clunky systems into growth engines — and why your competitors are ahead.
Watch Now
This course teaches students how to apply customer science insights to discover customer motivations and create more engaging customer experiences. Students learn to master strategies designed to increase customer value at each stage of the customer journey map, and also learn to use a customer experience canvas to make data-driven decisions that improve customer experience and drive brand loyalty.
Designed for mid-to-senior level executives in marketing and product management, the six-week program, which becomes available on Nov. 9, 2023, and currently costs $2,314, and regularly costs $2,600.
Final Thoughts on CX Certifications for Marketers
Customer experience is becoming increasingly vital for businesses today, and marketers who want to stay ahead of the curve should consider getting certified in CX. The four premium certifications discussed in this article are all excellent options for marketers who want to learn more about CX and how to apply it to their work. These certifications can give job seekers a competitive advantage and help them begin their career in marketing, or advance their careers with their current employer.
