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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课程信息
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第 4 门课程（共 4 门）
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中级
完成时间大约为13 小时
英语（English）
字幕：英语（English）
您将获得的技能
EmploymentLeadershipManagementCustomer Experience
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 4 门课程（共 4 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
中级
完成时间大约为13 小时
英语（English）
字幕：英语（English）
提供方
IE商学院
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.
教学大纲 - 您将从这门课程中学到什么
完成时间为 4 小时
Converging on a Common Definition for CX
完成时间为 4 小时
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
完成时间为 2 小时
Customer Journeys as the Lens for Brand Experience
完成时间为 2 小时
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
完成时间为 2 小时
Aligning Brand and Customer Experience across all touch points
完成时间为 2 小时
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
完成时间为 2 小时
CX relationship with Employee Experience, Outsourcing and Ethics
完成时间为 2 小时
10 个视频 （总计 46 分钟）, 9 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
9 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: Top 10 Market Research Mistakes10分钟
Required Reading: Common customer experience strategy mistakes—and how to avoid them10分钟
Required Reading: The misuse of data10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
关于 Branding: The Creative Journey 专项课程
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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注册以便获得证书后，您将有权访问所有视频、测验和编程作业（如果适用）。只有在您的班次开课之后，才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程，可能无法访问某些作业。
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您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
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