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Английский

Субтитры: Английский

Приобретаемые навыки

EmploymentLeadershipManagementCustomer Experience

Курс 1 из 1 в программе

100% онлайн

Начните сейчас и учитесь по собственному графику.

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.

Промежуточный уровень

Прибл. 17 часа на выполнение

Предполагаемая нагрузка: 2-3 hours/week...

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
4 ч. на завершение

Converging on a Common Definition for CX

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11 видео ((всего 61 мин.)), 4 материалов для самостоятельного изучения, 1 тест
11 видео
CX All Around Us: Public Transport2мин
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2мин
The CX ¨Tower of Babel¨6мин
Towards a More Complete CX Definition4мин
Making Sense of Variations of CJMs3мин
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19мин
The Context of ¨Why¨: The Value of Contextual and Observational Research5мин
So Many Touchpoints...5мин
It's All About Alignment (Part 1)3мин
It's All About Alignment (Part 2)5мин
4 материала для самостоятельного изучения
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10мин
Required Reading: When and How to Create Customer Journey Maps10мин
Required Reading: Common Pitfalls of Customer Journey Mapping10мин
Recommended/Optional Readings/Resources10мин
Неделя
2
2 ч. на завершение

Customer Journeys as the Lens for Brand Experience

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10 видео ((всего 57 мин.)), 4 материалов для самостоятельного изучения, 1 тест
10 видео
Mapping Branding Activities in the Context of Customer Journeys2мин
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14мин
Evaluating the Contribution of Branding to CX1мин
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13мин
The Reality of Brand Guidelines4мин
Brand Guidelines: Getting Your Colleagues to Pay Attention4мин
Branding Strategy Orphans4мин
Why CX Metrics Projects Miss the Mark3мин
Why You Should Do CX Metrics Projects Anyways4мин
4 материала для самостоятельного изучения
Required Reading: Packaging and Branding10мин
Required Reading: CX Measurement Strategies10мин
Required Readings: CX Dashboards10мин
Recommended/Optional Readings10мин
1 практическое упражнение
Quiz 2
Неделя
3
2 ч. на завершение

Aligning Brand and Customer Experience across all touch points

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10 видео ((всего 65 мин.)), 6 материалов для самостоятельного изучения, 1 тест
10 видео
Brand Messaging Confronts the Real World4мин
Death by 1000 CX Papercuts4мин
User Experience, Customer Experience, and the Relationship to Brand4мин
Why Product Teams Hate Branding Projects4мин
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13мин
Why Customer Service Gets Pulled in Different Directions4мин
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14мин
Don't Let the Chatbot Project be an IT Project5мин
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6мин
6 материала для самостоятельного изучения
Required Reading: A Fine is a Price10мин
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10мин
Required Reading: UX Research and Market Research10мин
Required Reading: Building a Brand Through Customer Support10мин
Required Reading: Building Brand Touchpoints10мин
Recommended/Optional Readings10мин
1 практическое упражнение
Week 3
Неделя
4
2 ч. на завершение

CX relationship with Employee Experience, Outsourcing and Ethics

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10 видео ((всего 46 мин.)), 9 материалов для самостоятельного изучения, 1 тест
10 видео
Using a Value Proposition Canvas to Increase Team Alignment5мин
What is Employee Experience and Why Does it Matter?5мин
Understanding Where Your Colleagues are Losing the Brand Message4мин
What Drives a Company to Outsource Customer Touchpoints?4мин
The Hidden Costs of Outsourcing Customer Research4мин
Outsourcing Continued: How to Mitigate the Risks6мин
Ethics Matters Part 1: Where is Your Ethical Line?6мин
Ethics Matters Part 2: Using Customer Data for CX6мин
Some Final Words From Michael1мин
9 материала для самостоятельного изучения
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10мин
Required Readings: Employee Journeys10мин
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10мин
Required Reading: How Business Partners Affect the CX with your Brand10мин
Required Reading: The biggest mistake companies make contracting market research10мин
Required Reading: Common customer experience strategy mistakes—and how to avoid them10мин
Required Reading: The misuse of data10мин
Required Reading: Learn How Anecdotal Evidence Can Trick You!10мин
Recommended/Optional Readings10мин
1 практическое упражнение
Week 4
4.6
Рецензии: 9Chevron Right

Лучшие отзывы о курсе Branding and Customer Experience

автор: CMFeb 1st 2019

I recommend this course because there is a lot to learn with reading, experts and the host regarding customer experience CX and employee experience. Thank you!

автор: EJApr 8th 2019

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

Преподаватели

Avatar

Michael Thompson

Customer Experience Professor
IE School of Human Sciences and Technology

О Международная бизнес-школа IE

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

О специализации ''Branding: The Creative Journey'

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

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