Customer-Centric Innovation: Leveraging “KPMG Discovery”

Organisations today face the challenge of keeping up with rapid innovation reshaping industries at an unprecedented pace. While technology enables more personalised and efficient services, it also brings complexities in meeting rising customer expectations. Despite greater use of Artificial Intelligence (AI), global Customer Experience (CX) satisfaction lags, especially post-pandemic. This highlights the need for thoughtful, human-centred innovation that balances technology with customer needs.

To address these challenges, the trainer will leverage extensive experience with KPMG’s customer-centric tools and frameworks from the KPMG Global Customer Center of Excellence (CoE). The objective is to equip participants with practical skills and thought frameworks to uncover deep customer insights, redesign experiences, and drive meaningful transformation that bridges the gap between innovation and customer satisfaction. The training combines interactive presentations, hands-on exercises, case studies, and demos to offer an engaging and immersive learning experience.

By the end of the training, participants will be able to:

• Identify the principles of CX (Customer Experience) and HCD (Human Centred Design) design in the context of transformation and AI-driven innovation
• Describe the capabilities of KPMG’s Discovery journey mapping tool and Workbench framework, including their key components and application areas
• Observe how customer expectations have evolved post-pandemic and the implications for service and product design
• Describe the relationship between business strategy, customer journeys, and service delivery models
• Apply the Discovery journey mapping tool to identify customer needs, pain points, and opportunities across key touchpoints
• Use the Workbench framework to ideate, prioritise, and develop customer-centric solutions in a structured, collaborative way
• Synthesise and translate customer insights into actionable service or product improvements
• Participate effectively in cross-functional workshops focused on CX transformation
• Foster a customer-first mindset that prioritises empathy, inclusivity, and responsiveness in solution design
• Embrace a continuous improvement approach towards CX, recognising the importance of testing, learning, and iteration
• Cultivate openness to multidisciplinary collaboration and stakeholder engagement
• Adopt a proactive attitude towards leveraging digital and AI tools to empower the human aspect of customer interactions

This training program is tailored for professionals in managerial and/or supervisory positions, including customer experience managers, customer service managers, technology managers, operations managers, marketing managers, and executives responsible for driving experience, product and service design, sales and performance.

All participants should be currently employed.

*The number of participants is restricted to 28.
** The maximum number of participants per company is 3. 

1. Welcome Session (15 min)

• Overview of the training objectives and agenda

2. Introduction to Customer Experience (CX) and Human-Centred Design (HCD) (1 h)    

• Definition and importance of CX and HCD
• The role of CX and HCD in product and service development
• Case examples of organisations excelling in CX and HCD
• Practical activity to identify and discuss good and bad product experiences

3. Framing (2 h)

• Defining the scope and selecting products or services to improve
• Introduction of a case study for identifying high-impact CX “microjourneys” for analysis
• Team activity to practice product and service redesign
• Defining Objectives and Key Results (OKRs) and their relevance to CX and HCD transformation projects  
• Introduction to the KPMG Six Pillars defining CX excellence and guiding vision and OKRs
• Team activity to practice applying the Six Pillars, setting OKRs, and defining target CX

4. Discovery (3 h & 45 min)

• The role of research and benchmarks in product and service transformation, with practical examples
• Conducting tactical segmentation and defining Personas to better understand  customer needs
• Using Empathy Mapping and Personas to understand customer needs and expectations
• As-Is Experience Journey Mapping and distinctions between journey types
• Defining product/service problems and identifying improvement areas on the As-Is Journey
• Practical and team activities to practice benchmarking, segmentation, empathy mapping, CX frameworks, journey mapping, and problem definition

5. Design ( 4 h & 45 min)

• How to craft value propositions aligning the product with customer needs
• Team activity to practice value proposition design and mapping
• Team design challenge
• Future State Ideation techniques for CX improvement
• Workshop on CX product improvement
• Team activity using “KPMG Discovery” and “AI Visualization” to create a target experience blueprint
• Introduction to prototyping tools, with practical examples

6.  Develop (1 h)

• Using iterative data analysis and testing to refine solutions
• Agile planning techniques for sprint-based product and service development aligned with value propositions
• Group brainstorming session to define planning techniques for product or service improvement
• How to manage, refine, and prioritise the product/service backlog
• Team activity using “KPMG Discovery” to practice refining and prioritising the backlog
• Identifying inefficiencies and simplifying processes to continuously improve CX
• Defining CX KPIs and using the ROI Prioritisation Tool to evaluate initiatives
• Group discussion on defining the KPIs for product or service improvement

7. Deliver (1 h)

• Transitioning from CX design to real-world implementation
• Group brainstorming session on the preparation of an implementation plan
• Group discussion on change management’s role in enabling CX improvements
• How to measure CX impact, track value, and ensure strategic alignment and ROI using “KPMG Discovery.”
• Techniques for embedding continuous CX improvement through feedback and monitoring
• How to use customer insights to inform strategic decisions and long-term business direction
• Practical activity to evaluate best team solutions for product or service improvement

8. Q&A and Wrap-Up (15 min)

• Open forum for participant questions and discussions
• Summary of key learnings and takeaways from the training
• Next steps for participants
• Distribution of resources and materials for further learning and reference

Please note that this is a compulsory follow-up consultation session for all participants who need to attend at least 90% to be eligible for the HRDA subsidy. These 4h follow-up workshop sessions will be held between 23-25 September 2026. Sessions will be allocated on a first-come, first-served basis. This follow-up workshop session will include key learnings and takeaways from the training. 

The follow-up session will focus on practical application, including discussions with managers to identify use cases for product or service improvement using CX and HCD. Participants will use the “KPMG Discovery” journey mapping tool to capture customer experiences and apply the KPMG “Workbench” framework to define improvement approaches. The session will also guide the creation of a roadmap for achieving CX excellence and innovation, identify specific improvement opportunities, and encourage cross-functional collaboration. Participants will also apply the skills and mindset gained from the training to foster a customer-centric culture within their organisations. 

Our services include:

• Handouts, including notes and important slides from the presentation, examples, case studies, exercises, and additional notes if applicable.
• Stationery, such as pads, pens, and files.
• Drinks (coffee, tea, etc.), snacks and a buffet lunch.
• A fully equipped training room with WiFi access.
• Certificate of completion.

If you wish to register for the seminar, please complete the registration form.

Once your registration is submitted, you will receive an email stating how to proceed with your HRDA registration through the Ermis platform.

The programme has been approved by the HRDA. Enterprises participating with their employees who satisfy HRDA’s criteria, are entitled to subsidy. Please note that there are limited seats available, therefore enroll in this seminar as soon as possible.

If you do not receive our confirmation e-mail regarding your registration, your participation cannot be guaranteed.
 

Cost

€1800 + VAT (19%) for all participants who are eligible for the HRDA subsidy. Special discounts may apply.

100% subsidised by HRDA as a “Vital Importance Training” and offered free of charge for all eligible participants.
 

HRDA Note

All individuals who wish to attend our HRDA approved training courses should not only fill out our registration form, but also complete the registration process through the ERMIS platform. Regardless of whether they are claiming the HRDA subsidy or not, each participant will need to complete their registration through ERMIS as a physical person and then register to our training in order to be able to attend (either as an employee whose company is claiming the subsidy or as an individual who is not claiming the subsidy). Please reach out to the HRDA Ermis officers on 22 390 300 for more details regarding the registration as a physical person.

Contact

For any queries, please contact KPMG Academy on +357 22 207 460 or at academy@kpmg.com.cy
 

CPD

This seminar may contribute to Continuing Professional Development requirements. At the end of the seminar participants will be given a certificate of attendance confirming the total number of training hours (18 CPD).

Tomáš Potměšil
EMEA Customer Lead
Strategy & Growth Partner, KPMG Czech Republic

Tomas has over fourteen years of experience in customer-centric strategy, design, and transformation. He brings creative and innovative thinking that spans multiple sectors. Tomas is a founding member of KPMG’s Global Customer Centre of Excellence, where he serves as the EMEA Lead. As an accredited CX trainer, speaker, and author, he advocates for the importance of customer centricity worldwide. In the Central Eastern Europe region, he leads the Strategy & Operations group, which serves as an incubator for delivering innovative cross-border services and applications. Tomas has a unique ability to identify an organisation’s “DNA” and integrate the customer perspective through the implementation of a human-centred design approach across the entire organisation.

He holds an MIA in International Economic Policy from Columbia University and a BA in International Relations from State University of New York, as well as a PRINCE2 Practitioner Certification.

Tomas has successfully led customer experience transformation projects for clients in the finance, retail, automotive, energy, and transportation sectors.