What you'll learn
Learn how to define a brand purpose that will set the scene for your customer experience and align your organisation.
Requirements
No specific requirements necessary.
Description
About This CourseThis course, Customer Experience Management: Brand Promise & Customer Loyalty, can be enjoyed as a stand-alone course and - for maximum benefits - taken as the second in a three-course series entitled Customer Experience Management: Grow Your Business With A Purpose.In this course, the focus is predominately given to the importance of customer experience. Experts Shaun Smith and Andy Milligan will share the findings and research from their best-selling book, On Purpose: Delivering A Branded Customer Experience People Love, and some of the techniques their company, Smith+Co, uses to help organisations become purposeful in the experience they deliver to customers. They use case studies to illustrate the concepts and then teach you how to apply these principles to your own situation using the tools and guides provided. By the end of it you will be able to design a distinctive experience that will differentiate your brand.What Does It Mean To Be 'On Purpose'?Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and intentional customer experiences; brands like Burberry, Zappos and Lego. In this rapidly changing world, it is vital for organisations to be agile and deliver customer experiences that differentiate them in the market place and continue to meet changing customer needs to sustain growth.Who Is This Course For?You may already be involved in some kind of experience programme within your organisation. But perhaps things are moving a little too slowly, there is confusion about how to proceed, or you are just not seeing the results you expected. Perhaps you haven't even started yet and want to get it right, first time. If any of these descriptions resonate, this workshop is for you. This course will be of particular interest to marketing executives and leaders responsible for the customer experience.What Will You Learn On This Course?There are three main things that strong brands do; They Stand Up for something that matters to customers, They Stand Out from their competitors and they Stand Firm by creating strong cultures that sustain them. This course will teach you how to design a customer experience that will differentiate your organisation. It will enable you to map the customer journey and determine the touchpoints that will become hallmarks for your brand. Finally, it will help you decide on the brilliant basics and magic moments that will make your brand legendary.Your InstructorsShaun Smith has been a leader in expanding management attention from the narrow focus on customer service to the wider, more strategic drive towards customer experience. He is the founder of Smith+Co the UK based customer experience consultancy that has helped organisations create compelling customer experiences that achieve brand differentiation and customer loyalty. Smith+Co has worked with clients in a number of industries including retail, hospitality, financial services, travel and technology to name a few and was selected as the UK's Management Consultants of the year 2020 by the FT based on independent research by Statista.Shaun is co-author of five acclaimed business books. His latest book On Purpose explores how consumers are increasingly favouring brands that have a purpose beyond profit. Shaun has worked with senior executive teams in many sectors, spoken to audiences in 25 countries and appeared on CNN and CNBC. He is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation. Shaun is a recipient of the PSAE (Professional Speaking Award of Excellence).Andy Milligan advises business leaders internationally on how a sense of purpose builds better business and how to align your brand strategy with your customer and employee experience. He has worked with clients in a wide range of sectors including consumer goods, technology, automotive, finance, aviation, construction and engineering, as well as sports and not-for-profits.He is the co-founder of the award-winning strategic consultancy The Caffeine Partnership and an award-winning author of several best selling business books including Uncommon Practice, Brand It Like Beckham, BOLD and On Purpose. He has been a keynote speaker and workshop leader in Asia, USA and Europe, a regular contributor to BA's Business Life Magazine as well as appearing frequently on BBC and Sky News.
Overview
Section 1: Course Series Foundation - Customer Experience: Grow Your Business With Purpose
Lecture 1 Introduction - Why On Purpose?
Lecture 2 Why Purposeful Customer Experience Matters?
Lecture 3 What Are The 3 Types Of Purpose?
Lecture 4 What Do 'On Purpose' Brands Do?
Section 2: Course Introduction - Customer Experience: Brand Promise & Customer Loyalty
Lecture 5 Welcome & Course Overview
Section 3: Using Infectious Communication
Lecture 6 Don't Fake It
Lecture 7 Don't Fudge It
Lecture 8 Don't Force It
Section 4: Distinctive Customer Experience
Lecture 9 Delivering a Distinctive Customer Experience
Lecture 10 Using Customer Journey Maps
Lecture 11 Defining Your Brand Promise
Section 5: Continuous Innovation
Lecture 12 Continuous Innovation
Lecture 13 Setting Yourself Up For Success Long Term
Section 6: Course Conclusion - Customer Experience: Brand Promise & Customer Loyalty
Lecture 14 Course Conclusion
Section 7: Course Series Conclusion - Customer Experience: Grow Your Business With Purpose
Lecture 15 The Seven Deadly Sins
Lecture 16 Course Series Conclusion
Executive-level management in any company or industry.


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