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

4.6
estrellas
416 calificaciones

94 %

Michael Thompson

25.547 ya inscrito

Ofrecido Por

Programa especializado: Branding: The Creative JourneyIE Business School

Acerca de este Curso

19.627 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

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Laboratorios de Coursera

Incluye proyectos de aprendizaje prácticos.

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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.

Laboratorios de Coursera

Incluye proyectos de aprendizaje prácticos.

Obtén más información sobre los laboratorios de Coursera

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

4,72/5 (107 calificaciones)

Michael Thompson

Customer Experience Professor

IE School of Human Sciences and Technology

25.547 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%(2,843 calificaciones)

Semana1

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 Overview3mCX All Around Us: Public Transport2mCX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2mThe CX ¨Tower of Babel¨6mTowards a More Complete CX Definition4mMaking Sense of Variations of CJMs3mCustomer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19mThe Context of ¨Why¨: The Value of Contextual and Observational Research5mSo Many Touchpoints...5mIt's All About Alignment (Part 1)3mIt's All About Alignment (Part 2)5m

4 lecturas

Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10mRequired Reading: When and How to Create Customer Journey Maps10mRequired Reading: Common Pitfalls of Customer Journey Mapping10mRecommended/Optional Readings/Resources10m

Semana2

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 Menus2mMapping Branding Activities in the Context of Customer Journeys2mAligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14mEvaluating the Contribution of Branding to CX1mBrand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13mThe Reality of Brand Guidelines4mBrand Guidelines: Getting Your Colleagues to Pay Attention4mBranding Strategy Orphans4mWhy CX Metrics Projects Miss the Mark3mWhy You Should Do CX Metrics Projects Anyways4m

4 lecturas

Required Reading: Packaging and Branding10mRequired Reading: CX Measurement Strategies10mRequired Readings: CX Dashboards10mRecommended/Optional Readings10m

1 ejercicio de práctica

Quiz 2

Semana3

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 Garages2mBrand Messaging Confronts the Real World4mDeath by 1000 CX Papercuts4mUser Experience, Customer Experience, and the Relationship to Brand4mWhy Product Teams Hate Branding Projects4mHow Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13mWhy Customer Service Gets Pulled in Different Directions4mCall Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14mDon't Let the Chatbot Project be an IT Project5mWhat Behavioral Economics Tells Us About Where to Focus Our CX Efforts6m

6 lecturas

Required Reading: A Fine is a Price10mRequired Reading: Customer Experience vs User Experience: Why the Difference Matters10mRequired Reading: UX Research and Market Research10mRequired Reading: Building a Brand Through Customer Support10mRequired Reading: Building Brand Touchpoints10mRecommended/Optional Readings10m

1 ejercicio de práctica

Week 3

Semana4

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 CX2mUsing a Value Proposition Canvas to Increase Team Alignment5mWhat is Employee Experience and Why Does it Matter?5mUnderstanding Where Your Colleagues are Losing the Brand Message4mWhat Drives a Company to Outsource Customer Touchpoints?4mThe Hidden Costs of Outsourcing Customer Research4mOutsourcing Continued: How to Mitigate the Risks6mEthics Matters Part 1: Where is Your Ethical Line?6mEthics Matters Part 2: Using Customer Data for CX6mSome Final Words From Michael1m

9 lecturas

Required Video: Value Proposition Canvas Explained by Alex Osterwalde10mRequired Readings: Employee Journeys10mRequired Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10mRequired Reading: How Business Partners Affect the CX with your Brand10mRequired Reading: Top 10 Market Research Mistakes10mRequired Reading: Common customer experience strategy mistakes—and how to avoid them10mRequired Reading: The misuse of data10mRequired Reading: Learn How Anecdotal Evidence Can Trick You!10mRecommended/Optional Readings10m

1 ejercicio de práctica

Week 4

Reseñas

4.6

100 reseña

5 stars
72,48 %
4 stars
21,77 %
3 stars
3,11 %
2 stars
1,67 %
1 star
0,95 %

Principales reseñas sobre BRANDING AND CUSTOMER EXPERIENCE

por HC19 de dic. de 2021

the course and the mentor gave very well study material

por V15 de oct. de 2020

Amazing insight into the customer journey and product design.

por EJ7 de abr. de 2019

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

por O19 de ago. de 2019

Very enlightening and informative. Keep the good work up.

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