Building Customer Engagement

June 18-19 | 9:00-17:00
SSE Riga
EUR 990 + VAT

An ongoing customer relationship has always been more powerful than one-off sales – but for many ganisations, this relationship is no longer a bonus, it is the critical foundation of their business. This course will teach you the overarching strategies and specific tactics to build sustained customer engagement.

This course is part of the longer Sales & Marketing Programme, however, it is also available for purchase and completion as a separate course.



Customer Engagement is a critical concept for organisations, not just in marketing and sales, but as a fundamental perspective for how value is created and exchanged.

Organisations are increasingly looking to build longer-term relationships with customers, clients and users. The so-called “Platform economy” and subscription business models demonstrate the stronger focus of businesses today of repeat service-based purchases over single product-based purchases. This ensures repeat revenue, builds stronger organisational resilience, and therefore places importance on how organisations generate and maintain their customer relationships.

Customer Engagement is the name given to the process of building these external relationships (and conversely, Employee Engagement is the name given to the process of building these relationship internally).

This course covers what engagement is, how it works, and how to apply it. When optimized, these methods leverage very powerful value creation dynamics, helping organisations outperform others by factors of up to 5x.



Scott Gould who will lead this course is an author and consultant on engagement. He examines the concept of engagement at a universal level, exploring how people engage with ideas, things, and each other. Scott is a prominent conference speaker, as well as a lecturer on several postgraduate programmes including the Kaospilots and the United Nations System Staff College.

Scott is the founder of Ampersand, an engagement consultancy that works with a diverse range of organisations on how they engage their employees, customers, and communities. As an advisor to various United Nations departments and agencies, he helped develop their team engagement initiative, based upon his theory of practical engagement.

Who should attend

Sales and Marketing leaders and professionals
Sales champions & Strategists
Business owners
Customer Experience advocates

Benefits to the organization

  • Organisations will benefit from being able to improve customer engagement, which improves sales success, upselling and customer life-time-value, and increases profits at marginal costs.
  • Customers will enjoy stronger relationships with the organisation, which improves product value to the customer, and customer retention to the organisation. This also impacts brand reputation.
  • Employees will benefit from having clear processes for customer engagement, at both a strategic level, and also at a tactical level.
  • Management teams will benefit from better decision making matrices, by understanding how decisions impact engagement.

Benefits for the participants

  • Participants will have the ability to improve customer engagement in the moment, and over the long-term through strategies and systems.
  • Participants will learn what engagement is, how to define and measure it, what strategies impact, and what actions do not impact it, therefore improving their productivity and reducing their time wasted.
  • Participants will be able to make better decisions in regards to customer engagement, and be able to think more holistically in their sales and marketing efforts.
  •  Participants will have prerequisites to become an advocate of customer engagement within the organisation.


Day 1

  • Session 1: An introduction to the engagement concept: What is engagement, and why does it matter?
  • Session 2: Primer on the psychology of engagement: How does engagement work?
  • Session 3: Operationalising engagement: What are the 6 systems that drive engagement? Part 1
  • Session 4: Operationalising engagement: What are the 6 systems that drive engagement? Part 2

Day 2

  • Session 1: Practical Head Engagement: Creating engaging communication and marketing
  • Session 2: Practical Hands Engagement: Creating engaging offerings and interactions
  • Session 3: Practical Heart Engagement: Creating engaging platforms and communities
  • Session 4: Measuring Engagement


Participation fee

EUR 990 + VAT

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Elga Prauliņa
Executive Education Corporate Programme Manager. Read More