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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/branding-and-cx
课程评论：没有评论
课程名称：品牌与客户体验 课程概述：无论学生来自品牌塑造还是客户体验的背景，本课程将探讨这两个活动之间的协同作用与交集。尽管定义品牌战略的方式不同，但品牌项目的实施会影响多个部门及其面向客户的活动。因此，理解品牌努力在客户体验背景下的重要性至关重要。在本课程中，我们将采用一个框架——从客户旅程映射中调整而来——来聚焦并组织学生对品牌项目运营影响的思考。通过该框架，我们将导出一种运营性的语言，以便对各部门活动进行对齐，并衡量其对客户接触点的影响。 课程大纲： 1. **共同定义客户体验** 描述：探讨客户体验（CX）的基本概念及其重要性。 2. **客户旅程作为品牌体验的视角** 描述：分析客户旅程如何影响品牌体验，并帮助制定相应的品牌策略。 3. **在所有接触点上对齐品牌和客户体验** 描述：研究如何在各个客户接触点上保持品牌一致性和优质体验。 4. **客户体验与员工体验、外包及伦理关系** 描述：探讨客户体验如何与员工体验、外包策略和伦理问题相互关联。 5. **顶点项目** 描述：课程的总结性项目，综合运用所学知识解决实际品牌与客户体验相关问题。 本课程旨在帮助学生理解品牌与客户体验的整合，从而在多部门间提高协同效果并优化客户接触点的管理。
Name:Converging on a Common Definition for CX
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Name:Customer Journeys as the Lens for Brand Experience
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Name:Aligning Brand and Customer Experience across all touch points
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Name:CX relationship with Employee Experience, Outsourcing and Ethics
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Name:THE CAPSTONE PROJECT
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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.
