Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.
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EmploymentLeadershipManagementCustomer Experience
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次における4の4コース
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中級レベル
約17時間で修了
推奨：2-3 hours/week
英語
字幕：英語
シラバス - 本コースの学習内容
4時間で修了
Converging on a Common Definition for CX
4時間で修了
11件のビデオ （合計61分）, 4 readings, 1 quiz
11件のビデオ
CX All Around Us: Public Transport2 分
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2 分
The CX ¨Tower of Babel¨6 分
Towards a More Complete CX Definition4 分
Making Sense of Variations of CJMs3 分
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19 分
The Context of ¨Why¨: The Value of Contextual and Observational Research5 分
So Many Touchpoints...5 分
It's All About Alignment (Part 1)3 分
It's All About Alignment (Part 2)5 分
4件の学習用教材
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10 分
Required Reading: When and How to Create Customer Journey Maps10 分
Required Reading: Common Pitfalls of Customer Journey Mapping10 分
Recommended/Optional Readings/Resources10 分
2時間で修了
Customer Journeys as the Lens for Brand Experience
2時間で修了
10件のビデオ （合計57分）, 4 readings, 1 quiz
10件のビデオ
Mapping Branding Activities in the Context of Customer Journeys2 分
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14 分
Evaluating the Contribution of Branding to CX1 分
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13 分
The Reality of Brand Guidelines4 分
Brand Guidelines: Getting Your Colleagues to Pay Attention4 分
Branding Strategy Orphans4 分
Why CX Metrics Projects Miss the Mark3 分
Why You Should Do CX Metrics Projects Anyways4 分
4件の学習用教材
Required Reading: Packaging and Branding10 分
Required Reading: CX Measurement Strategies10 分
Required Readings: CX Dashboards10 分
Recommended/Optional Readings10 分
1の練習問題
Quiz 2
2時間で修了
Aligning Brand and Customer Experience across all touch points
2時間で修了
10件のビデオ （合計65分）, 6 readings, 1 quiz
10件のビデオ
Brand Messaging Confronts the Real World4 分
Death by 1000 CX Papercuts4 分
User Experience, Customer Experience, and the Relationship to Brand4 分
Why Product Teams Hate Branding Projects4 分
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13 分
Why Customer Service Gets Pulled in Different Directions4 分
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14 分
Don't Let the Chatbot Project be an IT Project5 分
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6 分
6件の学習用教材
Required Reading: A Fine is a Price10 分
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10 分
Required Reading: UX Research and Market Research10 分
Required Reading: Building a Brand Through Customer Support10 分
Required Reading: Building Brand Touchpoints10 分
Recommended/Optional Readings10 分
1の練習問題
Week 3
2時間で修了
CX relationship with Employee Experience, Outsourcing and Ethics
2時間で修了
10件のビデオ （合計46分）, 9 readings, 1 quiz
10件のビデオ
Using a Value Proposition Canvas to Increase Team Alignment5 分
What is Employee Experience and Why Does it Matter?5 分
Understanding Where Your Colleagues are Losing the Brand Message4 分
What Drives a Company to Outsource Customer Touchpoints?4 分
The Hidden Costs of Outsourcing Customer Research4 分
Outsourcing Continued: How to Mitigate the Risks6 分
Ethics Matters Part 1: Where is Your Ethical Line?6 分
Ethics Matters Part 2: Using Customer Data for CX6 分
Some Final Words From Michael1 分
9件の学習用教材
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10 分
Required Readings: Employee Journeys10 分
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10 分
Required Reading: How Business Partners Affect the CX with your Brand10 分
Required Reading: Top 10 Market Research Mistakes10 分
Required Reading: Common customer experience strategy mistakes—and how to avoid them10 分
Required Reading: The misuse of data10 分
Required Reading: Learn How Anecdotal Evidence Can Trick You!10 分
Recommended/Optional Readings10 分
1の練習問題
Week 4
レビュー
4.6
BRANDING AND CUSTOMER EXPERIENCE からの人気レビュー
NSによりFeb 16, 2019
El curso está muy bien estructurado, además los vídeos explicativos y los artículos que contiene son muy útiles y ayudan a comprender el contenido del curso de manera sencilla y amena.
CMによりJan 31, 2019
I recommend this course because there is a lot to learn with reading, experts and the host regarding customer experience CX and employee experience. Thank you!
FKによりDec 17, 2019
A real good way to start customer experience. The materials are well design to show the relationship between the brand and the customer experience!
EJによりApr 7, 2019
Very insightful. The videos are short and simple while explaining important concepts in CX through the accumulation of simple ideas.
OによりAug 19, 2019
Very enlightening and informative. Keep the good work up.
VRによりJan 19, 2019
Excellent content and presented in a very engaging way.
IEビジネススクール（IE Business School）について
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
Branding: The Creative Journey専門講座について
This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.
We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it.
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