|
所在平台: Udemy |
课程主页: https://www.udemy.com/course/customer-experience-brand-promise-customer-loyalty/
课程评论：没有评论
课程名称：客户体验：品牌承诺与客户忠诚度 课程概述： 这门课程“客户体验管理：品牌承诺与客户忠诚度”是一个独立的课程，最有效的学习方式是将其作为“客户体验管理：以目标促进业务增长”系列课程中的第二门课程来学习。课程主要强调客户体验的重要性。专家肖恩·史密斯（Shaun Smith）和安迪·米利根（Andy Milligan）将分享他们畅销书《以目标为导向：提供受人喜爱的品牌客户体验》的研究成果和发现，以及他们的公司Smith+Co为帮助组织在提供客户体验时更加有目的性所使用的一些技巧。课程通过案例研究来说明概念，并教你如何运用这些原则到自己的实际情况中。完成课程后，你将能够设计出具有独特性的客户体验，从而让你的品牌脱颖而出。 课程内容： - 理解“以目标为导向”的意义。课程将介绍八个实践，阐述那些通过创造有意义且有意图的客户体验来转变市场的品牌特征，如Burberry、Zappos和乐高（Lego）等。在快速变化的世界中，组织需要敏捷应对，提供与竞争对手区分开来的客户体验，以满足不断变化的客户需求，从而保持增长。 适合人群： 这门课程适合已经参与某种客户体验项目的人员，尤其是市场营销主管和负责客户体验的领导者。即便如果你并未开始实施任何项目，课程也能帮助你打下坚实的基础。 学习成果： 课程将教授强大品牌的三大要素：为顾客关心的事情挺身而出、在竞争中脱颖而出、并通过建立强大的文化来坚定不移。你将学习如何设计出与众不同的客户体验，绘制客户旅程图，确定成为品牌标志的接触点，此外，还将帮助你识别出那些使品牌卓越的基本要素和魔法时刻。 讲师介绍： 肖恩·史密斯是客户体验管理领域的领先者，创办了Smith+Co，致力于帮助各行业组织创建引人入胜的客户体验，实现品牌差异化和客户忠诚度。他是多本商业书籍的共同作者，其最新书籍《以目标为导向》探讨了消费者日益偏好那些超越利润的品牌。 安迪·米利根则向国际商业领袖提供关于如何通过目的感改善业务的建议，并讨论如何将品牌战略与客户和员工体验对齐。他是战略咨询公司The Caffeine Partnership的共同创始人，出版过多本畅销书，并在多个国家的会议上担任主讲嘉宾。
About This CourseThis course, Customer Experience Management: Brand Promise & Customer Loyalty, can be enjoyed as a stand-alone course and - for maximum benefits - taken as the second in a three-course series entitled Customer Experience Management: Grow Your Business With A Purpose.In this course, the focus is predominately given to the importance of customer experience. Experts Shaun Smith and Andy Milligan will share the findings and research from their best-selling book, On Purpose: Delivering A Branded Customer Experience People Love, and some of the techniques their company, Smith+Co, uses to help organisations become purposeful in the experience they deliver to customers. They use case studies to illustrate the concepts and then teach you how to apply these principles to your own situation using the tools and guides provided. By the end of it you will be able to design a distinctive experience that will differentiate your brand.What Does It Mean To Be 'On Purpose'?Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and intentional customer experiences; brands like Burberry, Zappos and Lego. In this rapidly changing world, it is vital for organisations to be agile and deliver customer experiences that differentiate them in the market place and continue to meet changing customer needs to sustain growth.Who Is This Course For?You may already be involved in some kind of experience programme within your organisation. But perhaps things are moving a little too slowly, there is confusion about how to proceed, or you are just not seeing the results you expected. Perhaps you haven't even started yet and want to get it right, first time. If any of these descriptions resonate, this workshop is for you. This course will be of particular interest to marketing executives and leaders responsible for the customer experience.What Will You Learn On This Course?There are three main things that strong brands do; They Stand Up for something that matters to customers, They Stand Out from their competitors and they Stand Firm by creating strong cultures that sustain them. This course will teach you how to design a customer experience that will differentiate your organisation. It will enable you to map the customer journey and determine the touchpoints that will become hallmarks for your brand. Finally, it will help you decide on the brilliant basics and magic moments that will make your brand legendary.Your InstructorsShaun Smith has been a leader in expanding management attention from the narrow focus on customer service to the wider, more strategic drive towards customer experience. He is the founder of Smith+Co the UK based customer experience consultancy that has helped organisations create compelling customer experiences that achieve brand differentiation and customer loyalty. Smith+Co has worked with clients in a number of industries including retail, hospitality, financial services, travel and technology to name a few and was selected as the UK's Management Consultants of the year 2020 by the FT based on independent research by Statista.Shaun is co-author of five acclaimed business books. His latest book On Purpose explores how consumers are increasingly favouring brands that have a purpose beyond profit. Shaun has worked with senior executive teams in many sectors, spoken to audiences in 25 countries and appeared on CNN and CNBC. He is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation. Shaun is a recipient of the PSAE (Professional Speaking Award of Excellence).Andy Milligan advises business leaders internationally on how a sense of purpose builds better business and how to align your brand strategy with your customer and employee experience. He has worked with clients in a wide range of sectors including consumer goods, technology, automotive, finance, aviation, construction and engineering, as well as sports and not-for-profits.He is the co-founder of the award-winning strategic consultancy The Caffeine Partnership and an award-winning author of several best selling business books including Uncommon Practice, Brand It Like Beckham, BOLD and On Purpose. He has been a keynote speaker and workshop leader in Asia, USA and Europe, a regular contributor to BA's Business Life Magazine as well as appearing frequently on BBC and Sky News.
