5.6 Implementing the brand at the key touchpoints.

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Del curso dictado por IE Business School

Brand and Product Management

925 calificaciones

IE Business School

Brand and Product Management

925 calificaciones

Curso 1 de 5 en SpecializationMarketing Mix Implementation

Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

De la lección

Translating your brand into compelling customer experiences.

At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.

5.2 The touchpoint concept.6:26

5.3 Identifying your touchpoints.6:35

5.4 Prioritizing the key touchpoints.7:14

5.5 Defining the touchpoints roles.3:18

5.6 Implementing the brand at the key touchpoints.3:52

Conoce a los instructores

Luis Rodriguez Baptista
Professor
Marketing

[MUSIC]

Hi.

Welcome back.

If you remember in the last lecture, we learned to decide what are the different

roles that our TouchPoint could have in our customer experience.

In this lecture I will share a practical example of

how does this feel to implement once you have gone through all of

the prioritization process explained throughout this module.

Remember, before we even begin we need to clearly articulate

what we want our customers to experience at each impact touch point.

You will learn more on this topic in lecture 6.3.

Let's suppose that we are calling the telephone service of your insurance

company to make a complaint.

The first thing that we experience is that there is an automated reply.

And read a menu of options.

Once we have gone through at least two menus, we are placed in a queue.

Which elements do we have to consider for the customer experience?

The waiting time.

The background music.

Providing a rim back option when absolute waiting time is too long, etcetera.

Now all of a sudden a person come ups and says a greeting.

Which element do we need to consider in the customer experience?

The answer text.

The way she calls you, the tone of voice, the level of friendliness of the greeting,

what information to collect, and how she needs to ask the questions.

Their routing process if she's not responsible for

the query you are making, etc., etc.

Also we should think of the actual waiting time of her system,

to actually bring up your information.

And then when confirming your information or making changes for

your file, there's also another waiting time.

Now we move to the actual staff interaction.

We need to consider the person's experience,

the level of decision making that she or he has, the efficiency of handling

the call, the level of specialization required in their vocabulary.

The ability to handle different situations etc, etc.

Think about all of these details and KPI's and we need to define for

the branded customer experience.

And we haven't even mentioned our complaint yet.

Going through this level of details and being thorough is what it

takes to be successful in generating compelling customer experiences.

Let's go back to our small hotel chain example from last lectures.

We had to find, as branded differentiators, the bed and the shower.

We had also defined other signature icons such as a grab and go breakfast or

the high speed internet.

Restaurant with a detailed description of these touch points, we've prepared

right budget for our, what's required to develop these touch points.

We separate major innovations from conversions,

which were those that only required a facelift.

Then we developed a brand launch plan.

A two-year plan, the timeline and

actions for each functional area to launch and implement the new brand prototype.

We also created a two-year plan with operational activities,

to manage the migration of existing properties to the new brand.

So how would you implement our brand at our lemonade business?

I hope you have enjoyed this module on developing compelling customer experience.

I know you might be overwhelmed and

thinking, will I need to do all of these on my own?

Stay tuned for an answer to this question and more in the next module.

Equipping and engaging employees to deliver your brand.

See you there.

[MUSIC]

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