Branding and Customer Experience
5.0 /5- Offered byCoursera
Branding and Customer Experience at Coursera Overview
Duration | 11 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Intermediate |
Official Website | Explore Free Course  |
Credential | Certificate |
Branding and Customer Experience at Coursera Highlights
- This Course Plus the Full Specialization.
- Shareable Certificates.
- Graded Programming Assignments.
Branding and Customer Experience at Coursera Course details
- 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.
Branding and Customer Experience at Coursera Curriculum
Converging on a Common Definition for CX
CX and Branding: Course Overview
CX All Around Us: Public Transport
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨
The CX ¨Tower of Babel¨
Towards a More Complete CX Definition
Making Sense of Variations of CJMs
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas
The Context of ¨Why¨: The Value of Contextual and Observational Research
So Many Touchpoints...
It's All About Alignment (Part 1)
It's All About Alignment (Part 2)
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives
Required Reading: When and How to Create Customer Journey Maps
Required Reading: Common Pitfalls of Customer Journey Mapping
Recommended/Optional Readings/Resources
Customer Journeys as the Lens for Brand Experience
Branding, CX, and Restaurant Menus
Mapping Branding Activities in the Context of Customer Journeys
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive
Evaluating the Contribution of Branding to CX
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman
The Reality of Brand Guidelines
Brand Guidelines: Getting Your Colleagues to Pay Attention
Branding Strategy Orphans
Why CX Metrics Projects Miss the Mark
Why You Should Do CX Metrics Projects Anyways
Required Reading: Packaging and Branding
Required Reading: CX Measurement Strategies
Required Readings: CX Dashboards
Recommended/Optional Readings
Quiz 2
Aligning Brand and Customer Experience across all touch points
The Brand Impact of Parking Garages
Brand Messaging Confronts the Real World
Death by 1000 CX Papercuts
User Experience, Customer Experience, and the Relationship to Brand
Why Product Teams Hate Branding Projects
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance
Why Customer Service Gets Pulled in Different Directions
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care
Don't Let the Chatbot Project be an IT Project
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts
Required Reading: A Fine is a Price
Required Reading: Customer Experience vs User Experience: Why the Difference Matters
Required Reading: UX Research and Market Research
Required Reading: Building a Brand Through Customer Support
Required Reading: Building Brand Touchpoints
Recommended/Optional Readings
Week 3
CX relationship with Employee Experience, Outsourcing and Ethics
Recycling Your CX
Using a Value Proposition Canvas to Increase Team Alignment
What is Employee Experience and Why Does it Matter?
Understanding Where Your Colleagues are Losing the Brand Message
What Drives a Company to Outsource Customer Touchpoints?
The Hidden Costs of Outsourcing Customer Research
Outsourcing Continued: How to Mitigate the Risks
Ethics Matters Part 1: Where is Your Ethical Line?
Ethics Matters Part 2: Using Customer Data for CX
Some Final Words From Michael
Required Video: Value Proposition Canvas Explained by Alex Osterwalde
Required Readings: Employee Journeys
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us
Required Reading: How Business Partners Affect the CX with your Brand
Required Reading: Top 10 Market Research Mistakes
Required Reading: Common customer experience strategy mistakes?and how to avoid them
Required Reading: The misuse of data
Required Reading: Learn How Anecdotal Evidence Can Trick You!
Recommended/Optional Readings
Week 4
THE CAPSTONE PROJECT
Introduction to the Branding and Customer Experience Capstone Project
Instructions for the Capstone Project
Branding and Customer Experience Capstone Project Conclusion
Conclusion to Branding: The Creative Journey Specialization
Instructions
Designing and starting up a customer-experience transformation
1. Branding and Customer Experience
Branding and Customer Experience at Coursera Admission Process
Important Dates
Other courses offered by Coursera
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