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Customer Experience: Brand Purpose & Employee Alignment

Design An Employee Experience That Sustains Success
Instructor:
Expert Academy
5 students enrolled
English [Auto]
Learn how to design a distinctive employee experience.
Create a culture that supports your customer experience.
Know how to recruit and train people that fit your brand DNA.

Design An Employee Experience That Sustains Success

About This Course

This course, Customer Experience Management: Brand Purpose & Employee Alignment, can be enjoyed as a stand-alone course and – for maximum benefits – taken as the third course in a three-course series entitled Customer Experience Management: Grow Your Business With A Purpose.

In this course, the focus on the importance of the employee experience and equips you with the tools you need to design an employee experience and culture that sustains success for your organisation. Experts Shaun Smith and Andy Milligan will share the findings and research from their best-selling book, On Purpose: Delivering A Branded Customer Experience 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.

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’ve read the books, you’ve attended the conferences, you’ve listened to the podcasts and you may already be involved in some kind of branding or experience programme within your organisation. But perhaps things are moving a little too slowly, you’re not creating alignment, there’s disagreement about where to start, a lack of clarity about where to invest, confusion about how to deliver an experience across channels, the enthusiasm is waning, the strategy’s uninspiring, or you are just not seeing the results you expected. Or 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 HR professionals and leaders interested in creating a winning culture.

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. This course will teach you how to design a distinctive employee experience. By the end of it, 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.

Your Instructors

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).

Andy Milligan advises business leaders internationally on how a sense of purpose builds better business and how to align your brand strategy with your customer and employee experience. He has worked with clients in a wide range of sectors including consumer goods, technology, automotive, finance, aviation, construction and engineering, as well as sports and not-for-profits.

He is the co-founder of the award-winning strategic consultancy The Caffeine Partnership and an award-winning author of several best selling business books including Uncommon Practice, Brand It Like Beckham, BOLD and On Purpose. He has been a keynote speaker and workshop leader in Asia, USA and Europe, a regular contributor to BA’s Business Life Magazine as well as appearing frequently on BBC and Sky News.

Course Series Foundation - Customer Experience: Grow Your Business With Purpose

1
Introduction

The course leaders, Shaun Smith and Andy Milligan, introduce themselves and describe why purpose is becoming increasingly important for brands. They explain how the term 'On Purpose' has two meanings; having a brand purpose that describes why you exist and being intentional about the customer experience you provide.

​They give a brief overview of the structure and content for this course, Customer Experience Management: Brand Promise & Customer Loyalty, and explain its role in the context of the Customer Experience Management: Grow Your Business With A Purpose course series.

2
Why Purposeful Customer Experience Matters?

Shaun discusses how customer experience has evolved and become a key driver of business success, showing data from the latest research. He talks about the shift from products to services to experiences, the importance of creating an emotional connection with customers and the role of brand purpose in driving advocacy.

3
What Are The 3 Types Of Purpose?

Shaun introduces the three types of purpose and the importance of starting with brand purpose.

4
What Do 'On Purpose' Brands Do?

Andy outlines the three dimensions and eight practices that characterise purposeful brands. He poses these questions: What do purposeful brands do differently? What is the profile of successful brands? What is your company profile?

At the end of this lecture, download the On Purpose workbook and complete the Assessment Tool to assess your own brand before moving to the next section.

Introduction - Customer Experience Course: Brand Purpose & Employee Alignment

1
Welcome & Course Overview

Shaun and Andy offer a warm welcome to this course, Customer Experience Management: Brand Purpose & Employee Alignment.

In the previous introductory section (the course series foundation), they speak about the importance of brands to stand for something more than simply making money. In this course, you will learn how to create an employee experience and culture that sustains success long-term. They introduce you to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose and look at the cultural and people issues that will enable you to sustain long-term success.

Refer to your On Purpose Workbook and Self Assessment Tool or download them again here.

2
Creating A Cult-like Culture

Shaun discusses how you can build an employee experience that mirrors the customer experience, and a culture that lives and breathes the brand values.

Distinctive Employee Experiences

1
Delivering A Distinctive Employee Experience

Shaun discusses how relying on traditional HR practice and customer service training will doom you to deliver a mediocre customer experience. He shares the tips and tools that will change the way you think about hiring and motivate your people to deliver the ultimate experience.

2
How To Attract The Right People

Andy looks at examples of companies using a sense of purpose to help them 'hire for the customer' experience they want to deliver.

3
How To Hire The Right People

Andy shares examples of hiring practices that are likely to bring on board purpose-led people.

4
How To Retain And Remove The Right And Wrong People

Andy shares examples of practices that help to retain people who fit with your culture and how to let people leave in the right way too.

5
How To Empower People To Focus On Customers

Shaun introduces the notion of empowerment and why most organisations do it badly.

6
How To Use Branded Experience Training To Communicate The Purpose

Andy show examples of 'Branded Customer Experience' training to cascade the message.

Experience Measurement

1
The Importance Of Experience Measurement

In this lecture, Andy will explain how 'Experience Measurement' is not just about an annual mystery shop or satisfaction survey. You’ll learn how you measure the complete end-to-end experience and the upstream indicators that drive your financial results.

2
What Is The Customer Experience Scorecard?

Shaun introduces the 'Customer Experience Scorecard' as a way to measure upstream and downstream activity.

3
How Do You Build One?

Shaun walks you through the steps for building a 'Customer Experience Scorecard'.

Conclusion - Customer Experience Course: Brand Purpose & Employment Alignment

1
Course Conclusion

Shaun and Andy recap the topics covered in this course for designing an employee experience that is a mirror for your customer experiences. They offer some practical advice gained from their research, books and working with many leading brands to set you up for success.

Review your On Purpose self-assessment and the assignment from each lecture to determine your top three priority actions and share these with your leadership team. Then go to the Smith+Co website (www.smithcoconsultancy.com) for the tools and advice guides to help you take action.

If you enjoyed this course, take a look at Shaun and Andy's other courses that make up the Customer Experience Management: Grow Your Business With A Purpose course series:

- Customer Experience Management: Brand Purpose & Leadership
- Customer Experience Management: Brand Purpose & Employee Alignment

Course Series Conclusion - Customer Experience: Grow Your Business With Purpose

1
The Seven Deadly Sins

Too often, the failure to be purpose-led in your business and for your customers comes down to a repeated set of behaviours. Andy introduces the '7 deadly sins' that will kill your efforts to build a bold, purposeful brand in which you and your customers can take pride and shares his experience of what most frequently goes wrong with customer experience initiatives, and why.

2
Course Series Conclusion

Shaun offers some final advice. He explains how brands are constantly being disrupted and therefore your commitment and a desire to listen to your customers changing needs is paramount.

Review your On Purpose self-assessment and the assignment from each lecture to determine your top three priority actions and share these with your leadership team. Then go to the Smith+Co website (www.smithcoconsultancy.com) for the tools and advice guides to help you take action.

You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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Customer Experience: Brand Purpose & Employee Alignment
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