Branding and Customer Experience

Branding and Customer Experience

This course is part of Branding: The Creative Journey Specialization

Instructor: Michael Thompson

Skills you'll gain

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Assessments

4 assignments

Taught in English

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This course is part of the Branding: The Creative Journey Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 5 modules in this course

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.

What's included

11 videos4 readings1 peer review1 discussion prompt

11 videosTotal 61 minutes

CX and Branding: Course Overview3 minutesPreview module
CX All Around Us: Public Transport2 minutes
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2 minutes
The CX ¨Tower of Babel¨6 minutes
Towards a More Complete CX Definition4 minutes
Making Sense of Variations of CJMs3 minutes
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19 minutes
The Context of ¨Why¨: The Value of Contextual and Observational Research5 minutes
So Many Touchpoints...5 minutes
It's All About Alignment (Part 1)3 minutes
It's All About Alignment (Part 2)5 minutes

4 readingsTotal 40 minutes

Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10 minutes
Required Reading: When and How to Create Customer Journey Maps10 minutes
Required Reading: Common Pitfalls of Customer Journey Mapping10 minutes
Recommended/Optional Readings/Resources10 minutes

1 peer reviewTotal 60 minutes

Create Your Own Customer Journey Map!60 minutes

1 discussion promptTotal 10 minutes

Share a personal brand story disaster!10 minutes

What's included

10 videos4 readings1 assignment1 plugin

10 videosTotal 56 minutes

Branding, CX, and Restaurant Menus2 minutesPreview module
Mapping Branding Activities in the Context of Customer Journeys2 minutes
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14 minutes
Evaluating the Contribution of Branding to CX1 minute
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13 minutes
The Reality of Brand Guidelines4 minutes
Brand Guidelines: Getting Your Colleagues to Pay Attention4 minutes
Branding Strategy Orphans4 minutes
Why CX Metrics Projects Miss the Mark3 minutes
Why You Should Do CX Metrics Projects Anyways4 minutes

4 readingsTotal 40 minutes

Required Reading: Packaging and Branding10 minutes
Required Reading: CX Measurement Strategies10 minutes
Required Readings: CX Dashboards10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Quiz 20 minutes

1 pluginTotal 15 minutes

Learner Survey (it's short...we promise!)15 minutes

What's included

10 videos6 readings1 assignment

10 videosTotal 64 minutes

The Brand Impact of Parking Garages2 minutesPreview module
Brand Messaging Confronts the Real World4 minutes
Death by 1000 CX Papercuts4 minutes
User Experience, Customer Experience, and the Relationship to Brand4 minutes
Why Product Teams Hate Branding Projects4 minutes
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13 minutes
Why Customer Service Gets Pulled in Different Directions4 minutes
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14 minutes
Don't Let the Chatbot Project be an IT Project5 minutes
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6 minutes

6 readingsTotal 60 minutes

Required Reading: A Fine is a Price10 minutes
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10 minutes
Required Reading: UX Research and Market Research10 minutes
Required Reading: Building a Brand Through Customer Support10 minutes
Required Reading: Building Brand Touchpoints10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Week 30 minutes

What's included

10 videos9 readings1 assignment

10 videosTotal 46 minutes

Recycling Your CX2 minutesPreview module
Using a Value Proposition Canvas to Increase Team Alignment5 minutes
What is Employee Experience and Why Does it Matter?5 minutes
Understanding Where Your Colleagues are Losing the Brand Message4 minutes
What Drives a Company to Outsource Customer Touchpoints?4 minutes
The Hidden Costs of Outsourcing Customer Research4 minutes
Outsourcing Continued: How to Mitigate the Risks6 minutes
Ethics Matters Part 1: Where is Your Ethical Line?6 minutes
Ethics Matters Part 2: Using Customer Data for CX6 minutes
Some Final Words From Michael1 minute

9 readingsTotal 90 minutes

Required Video: Value Proposition Canvas Explained by Alex Osterwalde10 minutes
Required Readings: Employee Journeys10 minutes
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10 minutes
Required Reading: How Business Partners Affect the CX with your Brand10 minutes
Required Reading: Top 10 Market Research Mistakes10 minutes
Required Reading: Common customer experience strategy mistakes—and how to avoid them10 minutes
Required Reading: The misuse of data10 minutes
Required Reading: Learn How Anecdotal Evidence Can Trick You!10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Week 40 minutes

What's included

4 videos2 readings1 assignment1 peer review

4 videosTotal 11 minutes

Introduction to the Branding and Customer Experience Capstone Project3 minutesPreview module
Instructions for the Capstone Project3 minutes
Branding and Customer Experience Capstone Project Conclusion1 minute
Conclusion to Branding: The Creative Journey Specialization3 minutes

2 readingsTotal 25 minutes

Instructions10 minutes
Designing and starting up a customer-experience transformation15 minutes

1 assignmentTotal 30 minutes

1. Branding and Customer Experience30 minutes

1 peer reviewTotal 60 minutes

Branding and Customer Experience60 minutes

Instructor

Instructor ratings

4.7 (134 ratings)

Michael Thompson

IE Business School

1 Course35,890 learners

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IE Business School

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Reviewed on Aug 20, 2019

Very enlightening and informative. Keep the good work up.

Reviewed on Feb 17, 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.

Reviewed on Apr 8, 2019

Very insightful. The videos are short and simple while explaining important concepts in CX through the accumulation of simple ideas.

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