A PRACTICAL DEEP DIVE

Designing 
the 9+ Customer Experience

This course teaches you the behavioural psychology behind exceptional customer experiences, why customers choose one business over another, what creates lasting loyalty, and how to design irresistible experiences that customers can't help but recommend. Master the frameworks used by industry leaders to create 9+ customer experiences that drive real business results.
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Why we created this course

We created this course after discovering a fascinating gap in how customer experience professionals approach their work. While most CX teams focus on improving processes, features, and satisfaction scores, the organisations creating truly exceptional experiences understand something different, that customer behaviour is fundamentally psychological. There's a whole world of behavioural science that explains why customers choose one business over another, why they become loyal advocates, and how small changes at the right moments can transform entire relationships. This course brings those insights together into a practical system that helps you create customer experiences that feel effortless and memorable; the kind that customers naturally want to share with others.
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Who is this for?

Anyone looking to enhance customer experiences through behavioural insights.

Accredited by

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 with certificate
 backed by science
 100% practical

You will get lifetime access to the course, learn at your own pace, forever.

Who Is This Course For?

This course is perfect for professionals who want to create irresistible customer experiences using a psychology-based method that actually works.

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  • Customer Experience Managers who need to move beyond satisfaction surveys to drive real behavioural change
  • Product Managers designing user experiences that convert prospects into loyal customers
  • CX Professionals tired of improving metrics without creating experiences customers actually love and recommend
  • Marketing Leaders responsible for customer loyalty that goes beyond promotions and price competition
  • Service Managers struggling to create memorable moments despite training teams on best practices and standard procedures
  • Business Owners who need customers to choose them over competitors without competing purely on price or features

The Curriculum

Our curriculum is enhanced with Behavioural Design to ensure you stay on track and have a learning experience
that sticks. You'll tackle your own behavioural challenge throughout the course. It's learning by doing.

It is behavioural science made practical for real life.

Lesson 1

THE HIDDEN PSYCHOLOGY BEHIND EXCEPTIONAL CUSTOMER EXPERIENCES
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How understanding human psychology gives you control over customer satisfaction

Lesson 2

WHY MOST CUSTOMER EXPERIENCE 
EFFORTS FAIL
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The critical blind spots that sabotage even well-intentioned CX strategies

Lesson 3

UNDERSTANDING WHAT CUSTOMERS
REALLY WANT
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Beyond demographics: understanding the psychology of customer decisions

Lesson 4

UNDERSTANDING THE FORCES THAT DRIVE CHOICE AND BEHAVIOUR
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The most important step: understanding the psychological forces influencing behaviour.

Lesson 5

IDENTIFYING
MOMENTS THAT MATTER
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How to spot the 20% of interactions that drive 80% of customer satisfaction

Lesson 6

DESIGNING FOR PSYCHOLOGICAL
VALUE CREATION
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Why perceived value matters more than actual value and how to leverage it

Lesson 7

THE SCIENCE OF FIRST IMPRESSIONS AND PEAK EXPERIENCES
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The psychological windows that make or break customer loyalty

Lesson 8

ELIMINATING CUSTOMER ANXIETIES AND FRICTION POINTS
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The invisible barriers that turn simple interactions into stressful experiences

Lesson 9

GETTING PEOPLE OVER THE FOUR CRITICAL HURDLES OF BEHAVIOUR
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Understanding the mental obstacles that stop good intentions from becoming behaviours

Lesson 10

CREATING INTERVENTIONS THAT SHAPE MINDS AND CHANGE BEHAVIOUR
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Using behavioural science to create experiences that change how people think and act

Lesson 11

QUICKLY LEARNING WHAT WORKS
(OR NOT)
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The rapid experimentation method that reveals customer truth faster

Lesson 12

PUTTING IT ALL TOGETHER AND
EARNING YOUR CERTIFICATE
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Time to upgrade your resume with your newly learned power skill: influence.

CUSTOMER EXPERIENCE DESIGN

What Will You Get

FLEXIBLE
Self-Paced Edition

€ 690

  • 13 Videos in 5 Modules
  • Case Study Exercises
  • Learning-by-doing: Solving a CX Challenge
  • Downloadable Cheat Cards
  • Downloadable Templates
  • Digital Certificate
  • Access to Vibrant Community
  • Examples from CX Practice
  • Self-paced Learning 24/7 Access
  • Extensive workbook for upgrading your own CX
Testimonials

We've trained 5000+ teams and individuals

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I can directly apply the principles of behavioral change at work to effect changes in both clients and patients. Additionally, these strategies are versatile enough for everyday use, such as making decisions at home or in parenting. Therefore, the scope of these applications is quite broad.
This behavior design training has opened my eyes to different perspectives of the world. I am thrilled about the opportunity and look forward to applying these skills in my job.
Really well put together theory into a very useful framework for behaviour change.
The 'Behavioural Designs Fundamentals' course has given me a new set of smart tools and skills, allowing me to better understand how people make decisions and how I might best help them and myself achieve our goals. Life after retirement can be much more than sitting back and letting life flow past you. This course has helped me figure out how new ways to jump in and begin keep my head above water. Don't give up, life is for learning, and the challenge is welcome. 

Michial Buirs
ret RPF KingFisher Research
Telkwa, BC Canada
The Behavioural Design Academy (BDA) provided me with profound insights into human behavior, including those occurring in the workplace. It taught me to perceive situations from new angles and made me realize that even minor adjustments can significantly influence behavior. I highly recommend BDA to anyone interested in making impactful changes.

Course Features

What you will learn

You'll learn to create customer experiences that people actively recommend to others, not just tolerate. You'll discover why some customers become loyal advocates while others disappear after one interaction, and gain practical tools to design experiences that feel effortless and memorable. You'll identify the specific moments in your customer journey where small changes deliver the biggest impact, eliminate the hidden barriers that cause customers to hesitate or abandon their journey, and create psychological value that makes your offering feel more valuable without changing your core product or service.

How you will learn

The course features a blend of interactive videos and hands-on assignments. Each module includes real-world case studies and ready-to-use templates you can apply immediately to drive change results. You'll engage in tackling your own behavioural challenge and receive answer keys to enhance your learning experience. The course content is in English but you can add Dutch subtitles and communicate with Astrid in Dutch when doing the assignments or getting the feedback.

Who is your instructor

This course is led exclusively by our founder, Astrid Groenewegen, a trailblazer in translating cutting-edge insights from behavioural science into practical application. She is also the esteemed author of the #1 bestseller 'The Art of Designing Behaviour'.

How long does the course take

The course comprises 10 comprehensive modules, granting you unrestricted lifetime access to all materials 24/7. This flexible structure allows you ample time to complete the course at your own pace and convenience. Furthermore, all course downloads will remain accessible to you for a lifetime, ensuring continuous access to valuable resources beyond the duration of the program. On average it takes 4 hours to complete a module.

Frequently Asked Questions

How does the self-paced training work?

Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools, providing ample time for learning. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books to enhance your learning journey. 

How do I access the downloadables of the courses?

During the course, we supply you with an array of resources including tools, frameworks, templates, and e-books, all downloadable in PDF format. These materials remain accessible to you indefinitely, ensuring you have lifelong support in your learning journey.

How does the course community work?

After finishing your course, you'll gain entry to our dynamic Behavioural Design community: the SUE | Behavioural Design Club. We'll supply you with the link and instructions after finishing your course. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

Do I get a course certificate?

Yes, absolutely! Once you've completed all course modules and exams, you'll receive a course certificate. You can generate it online immediately after finishing your course and share it on platforms like LinkedIn.

Do I get personal assistance during my course?

Yes, our dedicated SUE team is always on standby to address any questions you may have. Additionally, throughout the course, we offer answer keys or personal feedback on your assignments. Our goal is to ensure you not only enjoy but also successfully complete your course. We are there when you need us.

I am not sure if the course is right for me, can you help me?

Absolutely! We're here to help you select the course that fits you perfectly and aligns with your specific goals. Feel free to reach out to us at academy@sueamsterdam.com for tailored advice. 

Why SUE | Behavioural Design Academy?

we are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. Our unique fusion as an Academy and Consultancy ensures our courses are not just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. We're also the authors of the #1 bestseller 'The Art of Designing Behaviour'. If your aim is to master the application of Behavioural Design in real-life scenarios, look no further, we're your go-to resource.

Our insights help some of the world's
largest organisations

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OUR TRAINING FACILITIES

An Impression of our Academy

As you consider enrolling in our online academy, we want to show you photos of our live academy to give you a sense of the vibrant community and top-notch education we provide, which extends seamlessly into our online courses.