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Customer Experience: Grow Your Business With A Purpose

Deliver A 'Branded' Customer Experience That Drives Profitable Growth
Instructor:
Expert Academy
11 students enrolled
English [Auto]
Learn how to define a brand purpose that will set the scene for your customer experience and align your organisation.

Customer Experience Management: Grow Your Business With A Purpose

About This Course Series

Customer Experience Management Course Series: Grow Your Business With A Purpose, is a comprehensive programme 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.

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).

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 Management

1
Introduction: Why On Purpose?

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 series, Customer Experience Management: Grow Your Business With A Purpose.

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. They talk 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.

Course 1 Introduction - Brand Purpose & Leadership

1
Welcome & Course Overview

The course leaders, Shaun Smith and Andy Milligan, offer a warm welcome to this course, Customer Experience Management: Brand Purpose & Leadership.

In the previous introductory course series module, they spoke about the importance of brands to stand for something more than simply making money. During this course, they will focus on answering the question: Why does your brand exist? Shaun and Andy will teach you how to define a brand purpose that truly makes a difference and the behaviours required of leaders to deliver it.

They introduce you to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose.

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

How To Create A Great Purpose

1
Step 1: What Does A Great Purpose Look Like?

In this lecture, Andy shows how business purpose has changed over the years and explain the economic impact of being a strong brand. They share the five tests for creating a great purpose.

2
Step 2: Where Do You Get Your Insight?

We show how starting with customer insight is vital to the creation of a purpose but it is also important to know what difference you want to make to the world

3
Step 3: How Leadership Owns It

Shaun illustrates the vital importance of leadership owning both the process and the outcome of developing a purpose.

4
Step 4: Tips On How To Write A Purpose

Shaun shares a story of how leaders must behave on purpose. He provides three useful tips for becoming a purposeful leader.

How To Be A Purposeful Leader

1
How To Be A Purposeful Leader

Shaun explains how purposeful leaders stay close to customers and employees. They listen and feedback into the organisation. They tell stories that link back to the purpose. Shaun shares case studies and stories where brands have done this effectively. He suggests questions for you to ask your customers and employees.

2
Behaviour 1

Andy highlights examples of purposeful leaders who manage their energy well.

3
Behaviour 2

Shaun show examples of purposeful leaders who are relentlessly focused.

Course 1 Conclusion - Brand Purpose & Leadership

1
Course 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.

Course 2 - Brand Promise & Customer Loyalty

1
Welcome & Course Overview

The course leaders, Shaun Smith and Andy Milligan, offer a warm welcome to this course, Customer Experience Management: Brand Promise & Customer Loyalty.

In the previous introductory section (the course series foundation), they speak about the importance of brands standing for something more than simply making money. They explain how you will learn in this course how to design a customer experience and deliver it every day, to ensure your customers keep coming back.

You will be introduced to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose, and asked the questions: How will you deliver it? How will you Stand Out from your competitors?

Download the On Purpose Workbook supporting document.

Using Infectious Communication

1
Don't Fake It

In this lecture, Shaun discusses how ‘trusted’ brands successfully communicate their brand promise and values across media. He explains how bold brands see the involvement of their customers in the development of their products as a key part of marketing to them.

2
Don't Fudge It

Shaun illustrates how social media reflects your behaviour as a brand, explaining that 'brand marketing' should be understood as a verb, not a noun.

3
Don't Force It

Andy guides you through how to use customer co-creation as part of your marketing strategy and stresses the importance of timing.

Distinctive Customer Experience

1
Delivering a Distinctive Customer Experience

Shaun explains how a 'branded customer experience' is one that is distinct from competitors and provides value to the target customers where they need it most. He offers case studies for brands who have done this successfully and asks you to think about how to design and deliver a 'branded customer experience' in your business.

2
Using Customer Journey Maps

In this lecture, Shaun focuses on how to create customer journeys across multiple channels. He explains why just mapping customer touch-points is no longer enough and shows you how to choose where to ‘over-index’ in order to dramatise the experience and select what you wish to become famous for.

3
Defining Your Brand Promise

In this lecture, Andy talks about how to define a brand promise that articulates what you intend your customer experience to achieve.

Continuous Innovation

1
Continuous Innovation

Andy explores the reasons why you should study comparators rather than competitors and explains why best practice is bad practice. He asks you to think about how you encourage innovation in your business and gives examples of innovative brands.

2
Setting Yourself Up For Success Long Term

Andy shares insights for setting yourself up for long-term success. He gives examples of brands where senior leaders are personally committed and fully responsible and suggestions for consulting your people across length of tenure, functions and age. He also discusses the importance of internal communications for keeping the momentum going in a positive direction.

Course 2 Conclusion - Brand Promise & Customer Loyalty

1
Welcome & Course Overview

The course leaders, Shaun Smith and Andy Milligan, 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. Shaun and Andy 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 supporting document or download 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 Experience

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'.

Course Conclusion - Brand Purpose & Employee Alignment

1
Course Conclusion

Shaun recaps the topics covered in this course for designing an employee experience that is a mirror for your customer experiences. He offers some practical advice - gained from their research, books and consulting work 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.

Course Series Conclusion - Grow Your Business With A 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 and Andy offer some final advice. They explain 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 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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Certificate of Completion
Customer Experience: Grow Your Business With A Purpose
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