Acerca de este Curso

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Fechas límite flexibles
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Nivel intermedio
Aprox. 11 horas para completar
Inglés (English)

Habilidades que obtendrás

EmploymentLeadershipManagementCustomer Experience
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel intermedio
Aprox. 11 horas para completar
Inglés (English)

ofrecido por

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IE Business School

Programa - Qué aprenderás en este curso

Semana
1

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 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
2

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
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
3

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
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
4

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
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

Principales reseñas sobre BRANDING AND CUSTOMER EXPERIENCE

Ver todas las reseñas

Acerca de Programa especializado: Branding: The Creative Journey

Branding: The Creative Journey

Preguntas Frecuentes

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