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.
IE Business SchoolIE Business School
Programa - O que você aprenderá com este curso
Semana
1Converging on a Common Definition for CX
11 vídeos (total de (Total 61 mín.) min), 4 leituras, 1 teste
11 videos
CX All Around Us: Public Transport2min
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2min
The CX ¨Tower of Babel¨6min
Towards a More Complete CX Definition4min
Making Sense of Variations of CJMs3min
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19min
The Context of ¨Why¨: The Value of Contextual and Observational Research5min
So Many Touchpoints...5min
It's All About Alignment (Part 1)3min
It's All About Alignment (Part 2)5min
4 leituras
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10min
Required Reading: When and How to Create Customer Journey Maps10min
Required Reading: Common Pitfalls of Customer Journey Mapping10min
Recommended/Optional Readings/Resources10min
Semana
2Customer Journeys as the Lens for Brand Experience
10 vídeos (total de (Total 57 mín.) min), 4 leituras, 1 teste
10 videos
Mapping Branding Activities in the Context of Customer Journeys2min
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14min
Evaluating the Contribution of Branding to CX1min
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13min
The Reality of Brand Guidelines4min
Brand Guidelines: Getting Your Colleagues to Pay Attention4min
Branding Strategy Orphans4min
Why CX Metrics Projects Miss the Mark3min
Why You Should Do CX Metrics Projects Anyways4min
4 leituras
Required Reading: Packaging and Branding10min
Required Reading: CX Measurement Strategies10min
Required Readings: CX Dashboards10min
Recommended/Optional Readings10min
1 exercício prático
Quiz 2
Semana
3Aligning Brand and Customer Experience across all touch points
10 vídeos (total de (Total 65 mín.) min), 6 leituras, 1 teste
10 videos
Brand Messaging Confronts the Real World4min
Death by 1000 CX Papercuts4min
User Experience, Customer Experience, and the Relationship to Brand4min
Why Product Teams Hate Branding Projects4min
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13min
Why Customer Service Gets Pulled in Different Directions4min
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14min
Don't Let the Chatbot Project be an IT Project5min
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6min
6 leituras
Required Reading: A Fine is a Price10min
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10min
Required Reading: UX Research and Market Research10min
Required Reading: Building a Brand Through Customer Support10min
Required Reading: Building Brand Touchpoints10min
Recommended/Optional Readings10min
1 exercício prático
Week 3
Semana
4CX relationship with Employee Experience, Outsourcing and Ethics
10 vídeos (total de (Total 46 mín.) min), 10 leituras, 1 teste
10 videos
Using a Value Proposition Canvas to Increase Team Alignment5min
What is Employee Experience and Why Does it Matter?5min
Understanding Where Your Colleagues are Losing the Brand Message4min
What Drives a Company to Outsource Customer Touchpoints?4min
The Hidden Costs of Outsourcing Customer Research4min
Outsourcing Continued: How to Mitigate the Risks6min
Ethics Matters Part 1: Where is Your Ethical Line?6min
Ethics Matters Part 2: Using Customer Data for CX6min
Some Final Words From Michael1min
10 leituras
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10min
Required Readings: Employee Journeys10min
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10min
Required Reading: How Business Partners Affect the CX with your Brand10min
Required Reading: The biggest mistake companies make contracting market research10min
Required Reading: Market Research Experts Reveal The #1 Biggest Mistake Companies Make When Contracting Out Market Research10min
Required Reading: The misuse of data10min
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 Quality10min
Required Reading: Learn How Anecdotal Evidence Can Trick You!10min
Recommended/Optional Readings10min
1 exercício prático
Week 4
Instrutores
Michael Thompson
ProfessorDepartment of Human Sciences and Technology
Sobre IE Business SchoolIE 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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
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