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What you’ll learn:
Define & execute experiences customers love
Make your organization experience-centric
Achieve higher customer satisfaction
Stand out from your competitors
Create customer loyalty
Build a strong culture in your organization
About This Course Series
This is a comprehensive online course including three unique, standalone courses:
1. Customer Experience Management: Brand Purpose & Leadership
2. Customer Experience Management: Brand Promise & Customer Loyalty
3. Customer Experience Management: Brand Purpose & Employee Alignment
Experts Shaun Smith and Andy Milligan share the findings and research from their best-selling book, On Purpose: Delivering A Branded Customer Service People Love, and some of the techniques their company, Smith+Co, uses to help organisations become purposeful in the experience they deliver to customers. They use case studies to illustrate the concepts and then teach you how to apply these principles to your own situation using the tools and guides provided.
By the end of it, you will know how to define a brand purpose that will align your organisation and provide the context for your customer experience initiative. You will be able to design a distinctive experience that will differentiate your brand. You will be able to map the employee journey, create a culture that supports your customer experience and know-how to recruit and train people that fit your brand DNA
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By the end of it, you will know how to define a brand purpose that will align your organisation and provide the context for your customer experience initiative. You will be able to design a distinctive experience that will differentiate your brand. You will be able to map the employee journey, create a culture that supports your customer experience and know-how to recruit and train people that fit your brand DNA.
What Does It Mean To Be ‘On Purpose’?
Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and intentional customer experiences; brands like Burberry, Zappos and Lego. In this rapidly changing world, it is vital for organisations to be agile and deliver customer experiences that differentiate them in the market place and continue to meet changing customer needs to sustain growth.
Who Is This Course For?
You may already be involved in some kind of brand or experience programme within your organisation. But perhaps things are moving a little too slowly, there is confusion about how to proceed, or you are just not seeing the results you expected. Perhaps you haven’t even started yet and want to get it right the first time. If any of these descriptions resonate, this workshop is for you. This course will be of particular interest to marketeers and leaders responsible for brand purpose.
What Will You Learn On This Course?There are three main things that strong brands do; They Stand Up for something that matters to customers, They Stand Out from their competitors and they Stand Firm by creating strong cultures that sustain them. In this course, you will learn how to define a brand purpose that will set the scene for your customer experience and align your organisation. You will be able to apply the five tests of a great purpose and what it requires of your leaders.
Who are Shaun Smith & Andy Milligan?
Shaun Smith has been a leader in expanding management attention from the narrow focus on customer service to the wider, more strategic drive towards customer experience. He is the founder of Smith+Co the UK based customer experience consultancy that has helped organisations create compelling customer experiences that achieve brand differentiation and customer loyalty. Smith+Co has worked with clients in a number of industries including retail, hospitality, financial services, travel and technology to name a few and was selected as the UK’s Management Consultants of the year 2020 by the FT based on independent research by Statista.
Shaun is co-author of five acclaimed business books. His latest book On Purpose explores how consumers are increasingly favouring brands that have a purpose beyond profit. Shaun has worked with senior executive teams in many sectors, spoken to audiences in 25 countries and appeared on CNN and CNBC. He is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation. Shaun is a recipient of the PSAE (Professional Speaking Award of Excellence).
Who this course is for:
- Business leaders
- C-suite executives
- Brand managers
- Those responsible for customer experience and service
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