Michel Stevens

Faculty Lead — Customer Journey Specialist & CXM Professional
I don't build a courses for one team. I build them for the whole organization.
michel stevens

The thesis

The thesis

The thesis

The thesis

The thesis

Most CX programs fail for the same reason: someone trains one team and sends them back into an organization that hasn't been trained. The customer keeps traveling across marketing, sales, product, operations and service, and keeps meeting people who are not in the same conversation.

Michel built CXM Academy to fix that. Not by selling more courses, but by building customer fluency across the whole organization; so the people making decisions about customers actually understand them.

He drove home thinking he'd fixed it.

Six weeks later, Fatima quit

Six years ago, Michel Stevens ran a two-day workshop in Antwerp with twelve customer service reps from a logistics company. By the second day, the energy in the room was unmistakable. People were taking ownership. Fatima, one of the reps, had reframed her role as "the last line of trust between the company and the people who paid our salaries." Michel drove home convinced something had finally shifted.

Six weeks later, he called the manager. The system still hadn't given the team the authority to issue refunds without three layers of approval. Sales kept overpromising delivery dates. Leadership hadn't moved. Fatima had handed in her notice.

That was the moment Michel stopped thinking of himself as a trainer and started thinking of CXM Academy as an alignment company. Sending trained people back into an untrained organization is cruelty. If you want to change what customers feel, you have to change what the entire organization believes, same language, same lens, same understanding of what's at stake when a customer decides whether to stay or leave.

Today CXM Academy reaches sixteen countries, from France to Indonesia to Argentina. Michel hosts two podcasts (Table 7 — country-themed episodes on how CX differs across cultures, and Table Stakes — the technical-grit interviews with practitioners) and leads two of the academy's flagship programs.
INSIDE CXM PROFESSIONAL
Six modules. Classroom or Self-paced.
One strategic plan that can start on Monday.
WHAT MICHEL TEACHES AT CXM ACADEMY

Two programs.

One refusal to treat CX as a department

CXM Professional

Map. Measure. Manage. Master.
Five modules and a capstone, designed for the people who own a CX program inside their organization. Every learner walks out with a CX strategic plan; a working document that argues for the case, names the customer, picks the journey priorities, and manages the change.
FINANCIAL ARGUMENT
Frame CX in the language Finance and the executive committee actually use.
VOICE OF CUSTOMER SYSTEM
Design a Voice of Customer that produces decisions and foundational insights
JOURNEY MANAGEMENT
Master journey management that drives change. Includes the operational reality behind every step.
CHANGE MANAGEMENT
Understand Service Design, ADKAR and other techniques. All applied to a reality that you see happen.
MICHEL'S PROMISE ON THIS PROGRAM
A working CX program that you can use on Monday morning.

Customer Journey Specialist

Beyond the journey map, to the change that follows it.
For practitioners who already build journey maps and want them to actually drive change. Four modules covering strategic alignment, deconstructing the customer voice, the five-step method (Align · Listen · Map · Decide · Embed), and the supporting business case.
STRATEGIC ALIGNMENT
Anchor journey work to a real decision before the workshops start.
DECONSTRUCT THE VOICE
Separate event from emotion, complaint from cause, qualitative from quantitative.
THE 5-STEP METHOD
Align · Listen · Map · Decide · Embed — each with framework, exercise, deliverable.
A BUSINESS CASE
Framed in the language Finance and Operations both accept.
MICHEL'S PROMISE ON THIS PROGRAM
A journey management approach that produces decisions.
You can't fix that with a workshop if the rest of the organization never gets in the room. That's why I built CXM Academy. If you want to change what customers feel, you have to change what the entire organization believes. Same language. Same lens. Same understanding of what's actually at stake when a customer decides whether to stay or leave.
Michel Stevens · Founder, CXM Academy

She came in, able to map

She left, able to land

The course is for everyone who wants to increase their understanding of customer behavior, the development of customer experience as an area of expertise, or needs help and tools to improve the culture of customer centricity within their organization.
Camilla Norseng · Head of CX, Lyse Telecom & Energy (ice)

Michel Steven's courses