AI for Customer Experience: VoC, Journeys & Personalization

Artificial intelligence is changing how organisations understand customers, identify problems, personalise interactions, and improve customer experiences.

But knowing that AI matters is not the same as knowing where it can actually be useful in customer experience.

This course provides a practical introduction to applying AI across key areas of Customer Experience (CX), with a focus on Voice of the Customer, customer journeys, customer segmentation, personalisation, and AI implementation.

You will explore how AI can help CX teams work with customer data and feedback, identify patterns and friction, and support better decisions.

What you will learn

The course covers five practical areas of AI-enabled customer experience:

AI and Customer Experience

Understand how AI is changing customer experience and how organisations can use AI to support customer insight, decision-making, and experience improvement.

Voice of the Customer (VoC)

Explore how AI can help analyse customer feedback at scale, including approaches such as sentiment analysis, topic detection, and automated insight extraction.

The focus is not simply on analysing more data, but on turning customer feedback into information that can support CX decisions.

Customer Journey Optimisation

Learn how AI and customer data can be used to identify friction points, behavioural patterns, and opportunities for improvement across the customer journey.

You will consider how AI can complement traditional customer journey analysis and help teams focus attention on areas that matter.

Customer Segmentation and Personalisation

Understand how AI can support customer segmentation and more personalised experiences.

You will explore how organisations can use customer characteristics and behavioural signals to identify meaningful segments and consider more relevant interactions, content, or actions.

Implementing AI in CX Teams

AI adoption is not simply a technology decision.

You will explore practical considerations for introducing AI into customer experience teams and workflows, including how to identify useful applications and integrate AI into existing ways of working.

Why this course?

Customer experience generates large amounts of information: feedback, reviews, support interactions, behavioural data, customer journeys, and other signals.

AI can help organisations process and interpret this information more efficiently. But effective CX still requires context, judgement, and human oversight.

This course therefore focuses on understanding where AI can add value rather than treating AI as a replacement for customer experience expertise.

You will learn to think about AI in CX in terms of:

Customer data → AI-supported insight → Better decisions → Better experiences

Who is this course for?

The course is suitable for:

• Customer experience professionals and CX managers

• Customer service and customer success professionals

• Marketing and CRM professionals

• Product and UX professionals

• Business and operations managers

• Professionals working with Voice of the Customer or customer insights

• Professionals exploring AI applications in customer experience

• Business professionals who want a practical introduction to AI in CX

No programming or advanced technical knowledge is required.

What you will take away

By the end of the course, you will have a clearer understanding of:

• Where AI can support customer experience

• How AI can be used to analyse Voice of the Customer data

• How AI can help identify customer journey friction

• How AI can support segmentation and personalisation

• What organisations should consider when implementing AI in CX

The goal is not to turn you into an AI engineer.

It is to help you understand how AI can be used more thoughtfully and practically in customer experience work.

Course Author

Alex Amoroso, PhD
Senior UX Researcher | Product, Behavioural & Customer Research

Alex Amoroso is a researcher, educator, and course designer with more than 10 years of experience across UX and product research, behavioural research, customer experience, data, strategy, and professional education.

Her work focuses on understanding what customers and users do, why they do it, and how evidence can be turned into better decisions.

She has conducted research across B2B and B2C environments, working with qualitative and quantitative data to investigate customer behaviour, evaluate experiences, identify problems, and support product and business decisions. Her work has included digital products, analytics, IoT, customer experience, and complex service environments.

This background informs her approach to AI in customer experience: AI can help organisations process information and identify patterns at scale, but useful CX decisions still require context, critical thinking, and human judgement.

Alongside her professional research work, Alex teaches doctoral-level research design and methodologies, supervises and assesses research projects, and has developed approximately 30 online courses across research, UX, product, data, analytics, customer experience, business, and decision-making. Selected courses are also available through Udemy Business.

She holds a PhD in Health Anthropology, with research focused on human behaviour, environmental stress, and quantitative data analysis, and has published research in peer-reviewed journals.

Her teaching approach combines:

• Research-based thinking

• Practical frameworks and methods

• Real-world applications

• Clear explanations of complex subjects

• A focus on turning information into better decisions

Her goal is simple: to help professionals understand complex problems, question assumptions, and use evidence more effectively.

Welcome to MTF:

The MTF Institute of Management, Technology & Finance is an international institute of practical education headquartered in Lisbon, Portugal. Guided by the motto 'SCIENTIA ET PRACTICA' ('Knowledge and Practice'), the institute focuses on applied skills at the intersection of business, IT, finance, artificial intelligence, and digital transformation. Today, MTF brings together over 1.04 million learners across 220 countries and territories, serves as an official partner of IBM, Intel, and Microsoft, and is a member of the Portuguese Chamber of Commerce and Industry and the Union of Trade and Services Associations of Lisbon.

The MTF Institute School of Professional & Continuing Education profile represents a specialized course track and has distinct differences from the primary account and official learning platform of the institute. Education within this track is offered in the format of specific learning editions, where completed programs are recognized exclusively through the Udemy platform certificate. This format does not provide original certificates or official documents from MTF Institute itself, nor does it include student ID cards, academic credit, or enrollment in official MTF credential programs. However, despite the academic limitations of this format, all offered courses maintain a strong practical focus and high relevance, equipping learners with up-to-date knowledge and practical tools to address real-world professional challenges.