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.
教学大纲 - 您将从这门课程中学到什么
周
1Converging on a Common Definition for CX
11 个视频 （总计 61 分钟）, 4 个阅读材料, 1 个测验
11 个视频
CX All Around Us: Public Transport2分钟
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2分钟
The CX ¨Tower of Babel¨6分钟
Towards a More Complete CX Definition4分钟
Making Sense of Variations of CJMs3分钟
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19分钟
The Context of ¨Why¨: The Value of Contextual and Observational Research5分钟
So Many Touchpoints...5分钟
It's All About Alignment (Part 1)3分钟
It's All About Alignment (Part 2)5分钟
4 个阅读材料
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10分钟
Required Reading: When and How to Create Customer Journey Maps10分钟
Required Reading: Common Pitfalls of Customer Journey Mapping10分钟
Recommended/Optional Readings/Resources10分钟
周
2Customer Journeys as the Lens for Brand Experience
10 个视频 （总计 57 分钟）, 4 个阅读材料, 1 个测验
10 个视频
Mapping Branding Activities in the Context of Customer Journeys2分钟
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14分钟
Evaluating the Contribution of Branding to CX1分钟
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13分钟
The Reality of Brand Guidelines4分钟
Brand Guidelines: Getting Your Colleagues to Pay Attention4分钟
Branding Strategy Orphans4分钟
Why CX Metrics Projects Miss the Mark3分钟
Why You Should Do CX Metrics Projects Anyways4分钟
4 个阅读材料
Required Reading: Packaging and Branding10分钟
Required Reading: CX Measurement Strategies10分钟
Required Readings: CX Dashboards10分钟
Recommended/Optional Readings10分钟
1 个练习
Quiz 2
周
3Aligning Brand and Customer Experience across all touch points
10 个视频 （总计 65 分钟）, 6 个阅读材料, 1 个测验
10 个视频
Brand Messaging Confronts the Real World4分钟
Death by 1000 CX Papercuts4分钟
User Experience, Customer Experience, and the Relationship to Brand4分钟
Why Product Teams Hate Branding Projects4分钟
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13分钟
Why Customer Service Gets Pulled in Different Directions4分钟
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14分钟
Don't Let the Chatbot Project be an IT Project5分钟
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6分钟
6 个阅读材料
Required Reading: A Fine is a Price10分钟
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10分钟
Required Reading: UX Research and Market Research10分钟
Required Reading: Building a Brand Through Customer Support10分钟
Required Reading: Building Brand Touchpoints10分钟
Recommended/Optional Readings10分钟
1 个练习
Week 3
周
4CX relationship with Employee Experience, Outsourcing and Ethics
10 个视频 （总计 46 分钟）, 10 个阅读材料, 1 个测验
10 个视频
Using a Value Proposition Canvas to Increase Team Alignment5分钟
What is Employee Experience and Why Does it Matter?5分钟
Understanding Where Your Colleagues are Losing the Brand Message4分钟
What Drives a Company to Outsource Customer Touchpoints?4分钟
The Hidden Costs of Outsourcing Customer Research4分钟
Outsourcing Continued: How to Mitigate the Risks6分钟
Ethics Matters Part 1: Where is Your Ethical Line?6分钟
Ethics Matters Part 2: Using Customer Data for CX6分钟
Some Final Words From Michael1分钟
10 个阅读材料
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10分钟
Required Readings: Employee Journeys10分钟
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10分钟
Required Reading: How Business Partners Affect the CX with your Brand10分钟
Required Reading: The biggest mistake companies make contracting market research10分钟
Required Reading: Market Research Experts Reveal The #1 Biggest Mistake Companies Make When Contracting Out Market Research10分钟
Required Reading: The misuse of data10分钟
Required Reading: How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality10分钟
Required Reading: Learn How Anecdotal Evidence Can Trick You!10分钟
Recommended/Optional Readings10分钟
1 个练习
Week 4
讲师
Michael Thompson
ProfessorDepartment of Human Sciences and Technology
关于 IE Business School
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.
常见问题
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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