Este curso forma parte de Programa especializado: Branding: The Creative Journey

4.6
estrellas
408 calificaciones

94 %

Michael Thompson

24.230 ya inscrito

ofrecido por

Programa especializado: Branding: The Creative JourneyIE Business School

Acerca de este Curso

58.995 vistas recientes

Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.

Fechas límite flexibles

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Certificado para compartir

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100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 4 en

Programa especializado: Branding: The Creative Journey

Nivel intermedio

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Employment
Leadership
Management
Customer Experience

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 4 en

Programa especializado: Branding: The Creative Journey

Nivel intermedio

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,71/5 (105 calificaciones)

Michael Thompson

Customer Experience Professor

IE School of Human Sciences and Technology

24.230 alumnos

1 curso

ofrecido por

IE Business School

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.

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Programa - Qué aprenderás en este curso

Calificación del contenido94%(2,631 calificaciones)

Semana

Semana 1

3 horas para completar

Converging on a Common Definition for CX

3 horas para completar

11 videos (Total 61 minutos), 4 lecturas, 1 cuestionario

11 videos

CX and Branding: Course Overview3m

CX All Around Us: Public Transport2m

CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2m

The CX ¨Tower of Babel¨6m

Towards a More Complete CX Definition4m

Making Sense of Variations of CJMs3m

Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19m

The Context of ¨Why¨: The Value of Contextual and Observational Research5m

So Many Touchpoints...5m

It's All About Alignment (Part 1)3m

It's All About Alignment (Part 2)5m

4 lecturas

Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10m

Required Reading: When and How to Create Customer Journey Maps10m

Required Reading: Common Pitfalls of Customer Journey Mapping10m

Recommended/Optional Readings/Resources10m

Semana

Semana 2

2 horas para completar

Customer Journeys as the Lens for Brand Experience

2 horas para completar

10 videos (Total 57 minutos), 4 lecturas, 1 cuestionario

10 videos

Branding, CX, and Restaurant Menus2m

Mapping Branding Activities in the Context of Customer Journeys2m

Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14m

Evaluating the Contribution of Branding to CX1m

Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13m

The Reality of Brand Guidelines4m

Brand Guidelines: Getting Your Colleagues to Pay Attention4m

Branding Strategy Orphans4m

Why CX Metrics Projects Miss the Mark3m

Why You Should Do CX Metrics Projects Anyways4m

4 lecturas

Required Reading: Packaging and Branding10m

Required Reading: CX Measurement Strategies10m

Required Readings: CX Dashboards10m

Recommended/Optional Readings10m

1 ejercicio de práctica

Quiz 2

Semana

Semana 3

2 horas para completar

Aligning Brand and Customer Experience across all touch points

2 horas para completar

10 videos (Total 65 minutos), 6 lecturas, 1 cuestionario

10 videos

The Brand Impact of Parking Garages2m

Brand Messaging Confronts the Real World4m

Death by 1000 CX Papercuts4m

User Experience, Customer Experience, and the Relationship to Brand4m

Why Product Teams Hate Branding Projects4m

How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13m

Why Customer Service Gets Pulled in Different Directions4m

Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14m

Don't Let the Chatbot Project be an IT Project5m

What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6m

6 lecturas

Required Reading: A Fine is a Price10m

Required Reading: Customer Experience vs User Experience: Why the Difference Matters10m

Required Reading: UX Research and Market Research10m

Required Reading: Building a Brand Through Customer Support10m

Required Reading: Building Brand Touchpoints10m

Recommended/Optional Readings10m

1 ejercicio de práctica

Week 3

Semana

Semana 4

2 horas para completar

CX relationship with Employee Experience, Outsourcing and Ethics

2 horas para completar

10 videos (Total 46 minutos), 9 lecturas, 1 cuestionario

10 videos

Recycling Your CX2m

Using a Value Proposition Canvas to Increase Team Alignment5m

What is Employee Experience and Why Does it Matter?5m

Understanding Where Your Colleagues are Losing the Brand Message4m

What Drives a Company to Outsource Customer Touchpoints?4m

The Hidden Costs of Outsourcing Customer Research4m

Outsourcing Continued: How to Mitigate the Risks6m

Ethics Matters Part 1: Where is Your Ethical Line?6m

Ethics Matters Part 2: Using Customer Data for CX6m

Some Final Words From Michael1m

9 lecturas

Required Video: Value Proposition Canvas Explained by Alex Osterwalde10m

Required Readings: Employee Journeys10m

Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10m

Required Reading: How Business Partners Affect the CX with your Brand10m

Required Reading: Top 10 Market Research Mistakes10m

Required Reading: Common customer experience strategy mistakes—and how to avoid them10m

Required Reading: The misuse of data10m

Required Reading: Learn How Anecdotal Evidence Can Trick You!10m

Recommended/Optional Readings10m

1 ejercicio de práctica

Week 4

Reseñas

4.6

98 reseña

5 stars
72,37 %
4 stars
22 %
3 stars
2,93 %
2 stars
1,71 %
1 star
0,97 %

Principales reseñas sobre BRANDING AND CUSTOMER EXPERIENCE

por CM31 de ene. de 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!

por O19 de ago. de 2019

Very enlightening and informative. Keep the good work up.

por MS29 de jul. de 2020

Excellent Learning opportunity and also platform. Nice Journey. Thanks.

por NS16 de feb. de 2019

El curso está muy bien estructurado, además los vídeos explicativos y los artículos que contiene son muy útiles y ayudan a comprender el contenido del curso de manera sencilla y amena.

Ver todas las reseñas

Acerca de Programa especializado: 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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Branding and Customer Experience

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Habilidades que obtendrás