4.58 out of 5
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Customer Experience Management: Brand Purpose & Leadership

Define A Brand Purpose That Adds Value To Your Customers & Your Business
Instructor:
Expert Academy
7,061 students enrolled
English [Auto]
Learn how to define a brand purpose that will set the scene for your customer experience and align your organisation.

About This Course

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

In this course, the focus is predominately given to the importance of having a brand purpose. 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. 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.

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.

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: 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, Customer Experience Management: Brand Purpose & Leadership, 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. 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, you can use the On Purpose Workbook tool to assess your own brand before moving to the next section.

Course Introduction - Customer Experience: 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 section (the course series foundation), they speak about the importance of brands to stand for something more than simply making money.

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?

Andy explains how starting with customer insight is vital to the creation of a purpose, but also discusses how important it is 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

Andy shares tips for how to transform the 'idea' of your purpose into persuasive language.

How To Be A Purposeful Leader

1
How To Be A Purposeful Leader

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

2
Behaviour 1

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.

3
Behaviour 2

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

4
Behaviour 3

Shaun show examples of purposeful leaders who are relentlessly focused.

Course Conclusion - Customer Experience Management: 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.

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 Promise & Customer Loyalty
- 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.

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 Promise & Customer Loyalty
- Customer Experience Management: Brand Purpose & Employee Alignment

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 Management: Brand Purpose & Leadership
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