IDG™ for Customer Experience
Customer experience, connected to the business
A day of work with Impact-Driven Growth™ to translate experience into metrics leadership recognizes as its own, validate every initiative with experiments before rolling it out across the whole operation, and decide with evidence which moment of the journey deserves investment.
Barcelona. Next edition to be announced.
A full day workshop with Carlos Iglesias, author of the framework and CEO of Runroom.
A number everyone reports and no one knows how to move
NPS goes up two points and down three. It gets mentioned in the board meeting, saved in the deck, and no one can say which specific decision moved it. Meanwhile surveys pile up, verbatims get read, and the customer journey map stays on the wall.
The consequence shows up when it's time to ask for budget. Experience initiatives get defended with the promise that the customer will be happier, competing for resources against projects that arrive at the board with a business number attached.
Customer experience work has a way out of that loop. Define what value the customer really perceives, translate it into observable behaviors along the journey, and validate every intervention with experiments before rolling it out across the whole operation.
Six layers causally connected, from the value metric to the experiment that validates it
CPVM (Customer Perceived Value Metric)
The metric that measures the real value the business delivers to the customer
Impact metrics
The early signals that predict whether you're heading in the right direction
Outcomes
The behavior changes you need to trigger in the customer
Initiatives
What gets built, designed from strategic clarity
Hypotheses
Verifiable propositions connecting initiative, outcome and metric
Experiments
Empirical validation before committing resources at scale
The framework prioritizes learning and reduces risk. It's validated before committing resources at scale.
For those who own the customer relationship
Customer experience directors and CXOs who have to defend their plan at the board. Customer success, support and quality leads who see every day where the relationship breaks. Voice-of-customer and research teams who collect signals and need to turn them into decisions. Service designers responsible for the whole journey.
You come with your own real experience challenges. You leave with the framework applied to one of them.
First the theory, at your own pace. Then, a full day of application.
Phase 1. Before the workshop
Enrollment includes the complete Runroom Academy online training. Videos, reference materials and exercises covering the framework's six layers, which each participant completes on their own in the weeks before.
Phase 2. The workshop
The day isn't spent explaining the theory. It's spent applying it, in teams, on the IDG™ Impact Architecture Canvas with sticky notes.
Real challenges, brought by the participants
The day starts by forming teams. Each person proposes a customer experience challenge they have on the table today, and the team picks one from those that came up. That's the challenge the rest of the day is spent on.
From there, the team goes through the framework's six layers, from CPVM to experiment, with Carlos moving between tables, challenging formulations and tightening the rigor of each layer.
Working on someone else's challenge has an advantage solo work doesn't. From the outside, what a company already takes for granted gets questioned.
What you walk away with at the end of the day
- A CPVM formulated and reviewed, on a real experience challenge
- A map of outcomes and hypotheses that translates stated satisfaction into observable behaviors along the journey
- Criteria to prioritize which moment of the journey deserves investment, with explicit reasoning to defend it at the board
- Experiments designed to decide, tested at one specific point before rolling out across the whole operation
- The complete framework, applicable to any challenge that comes next
What's included in the enrollment
- Access to the complete Impact-Driven Growth™ online training, to complete before the workshop
- The Impact-Driven Growth™ ebook in PDF
- The full day of applied workshop, guided by the framework's author
- 3 months of Premium access to the IDG™ AI tool
- Meals and breaks included
The next edition
- Date
- To be announced
- Schedule
- 9:30 to 17:30
- Venue
- Runroom offices, Barcelona
- Seats
- 20 per edition, with a maximum of 4 people per company
- Price
- €375, VAT included
- Early bird
- €325 for anyone who registers up to 14 calendar days before it starts
This training is also available live over video call. Let us know your preferred format in the form.
Coming as a group?
- Two registrations from the same company: 15% discount per person
- Three or four registrations: 20% discount per person
The maximum per company in each open edition is 4 people. From 5 onward, the in-company format brings the full workshop to your organization and works on your own challenges.
See the in-company trainingEligible for FUNDAE funding. The workshop counts as 8 hours of tutored training. The paperwork can be handled through your usual advisory firm or through ours.
Professionals already working with IDG™
Who teaches
Carlos Iglesias
CEO and co-founder of Runroom
Founded in 2003, with more than 20 years applying the framework with clients across multiple sectors.
Academic director and professor
At business schools such as Esade, The Valley, EAE, K-School and BAU.
Short-listed by Forbes Spain
Among the 100 most creative people in business.
The same workshop, other challenges
The framework's journey is shared. What changes is the profile of the room, the examples and the type of challenge worked on.
Would you rather start on your own? The self-paced training is available anytime for €297.
One day for experience to reach the board with evidence
€375, VAT included. €325 with the early bird price.
Notify me of the next edition