Antony Croston, Director of Business Development for General Industry at Trelleborg’s engineered coated fabrics operation, collaborates with the University of Houston, C.T. Bauer College of Business’ faculty and program managers as an Advisory Panel member.
Prior to becoming an Advisory Panel member, Croston undertook the University’s Customer Experience (CX) certificate program. He, says: “I was amazed at the volume of content in the program. Its eight modules took me on a journey to define how the best companies approach CX, understand the various elements of a good program, and then how to apply it within my business.
“While some of the concepts offer ‘low hanging fruit’ that could be deployed in any business with minimal effort and risk, many of the principles go much deeper and require a fundamental approach involving an evolution of company culture. The program does not underestimate or make light of how difficult this can be to achieve, but the structure of the course – combined with the many exercises to reinforce the knowledge – puts forth a roadmap to embark on this journey.”
Advisory Panel members work to provide constructive feedback and strategic direction, pass on their industry knowledge and experience, promote the Customer Experience certificate program to their organizations, prospective students and stakeholders in the community – and grow the learning power at their own companies.
“Numerous real-world examples are provided along the way to show what success can look like,” explains Croston. “I am beginning to share the knowledge gained from doing the course within my business, with a goal to initiating a CX program of our own. I know that I will be referring to this content again and again, especially as it is so easily accessible online. Customer focus has long been considered as one of the ‘big three’ strategic options to pursue competitive advantage. It is probably the most difficult to achieve, but also the hardest to copy. The Customer Experience certificate program will be invaluable to me and my organization as we work toward this end.”