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所在平台: Udemy |
课程主页: https://www.udemy.com/course/customer-experience-management-brand-purpose-leadership/
课程评论：没有评论
课程名称：客户体验：品牌目的与领导力 课程概述： 本课程“客户体验管理：品牌目的与领导力”可以作为单独课程学习，亦可作为“客户体验管理组合：以目的发展业务”系列的第一门课程以获得最大收益。课程重点强调品牌目的的重要性。专家Shaun Smith和Andy Milligan将分享他们畅销书《以目的为导向：创造人们喜爱的品牌客户体验》的研究成果，以及他们的公司Smith+Co所采用的帮助组织实现品牌目的的技术。通过案例研究，课程将展示这些概念，并教授如何使用提供的工具和指南将这些原则应用于个人情况。完成课程后，您将能够定义与您组织对齐的品牌目的，并为客户体验计划提供背景。 课程内容： 被称为“以目的为导向”的精髓由八项实践定义，描述了那些通过创造有意义和有意图的客户体验来转变市场的品牌，如Burberry、Zappos和Lego。在快速变化的世界中，组织必须灵活应对，提供能够在市场中区分自己的客户体验，持续满足变化的客户需求，以维持增长。 适合人群： 该课程特别适合已经参与品牌或体验项目的市场营销人员和负责品牌目的的领导者。如果您觉得进展缓慢、对如何实施感到困惑，或者未能看到预期的结果，甚至还未开始但希望第一次就做好，那么本课程将非常适合您。 学习目标： 强大的品牌通常做三件事情：为客户关心的事情发声、在竞争中脱颖而出以及通过建立强大的文化来坚守信念。您将在本课程中学习如何定义能够为您的客户体验设置场景、与您的组织对齐的品牌目的，掌握伟大目的的五项测试及其对领导者的要求。 讲师介绍： Shaun Smith是客户体验领域的领导者，他将管理重心从客户服务的狭窄视角拓展到客户体验的更广泛战略驱动中。他是Smith+Co的创始人，这是一家总部位于英国的客户体验咨询公司，为多个行业的组织创造了出色的客户体验，增强品牌差异化和客户忠诚度。Shaun是多部商业书籍的合著者，其最新著作《以目的为导向》探讨了消费者日益偏爱有超越利润目的的品牌。 Andy Milligan则在国际上为商业领袖提供如何让目的感促进企业发展的建议，以及如何将品牌战略与客户和员工体验对齐。他是屡获殊荣的战略咨询公司The Caffeine Partnership的共同创始人，著作包括多部畅销商业书。 通过本课程，您将获得定义和实施品牌目的的实用知识，以提升客户体验并推动业务增长。
About This CourseThis course, Customer Experience Management: Brand Purpose & Leadership, can be enjoyed as a stand-alone course and - for maximum benefits - taken as the first course of a three-course series entitled Customer Experience Management Bundle: Grow Your Business With A Purpose.In this course, the focus is predominately given to the importance of having a brand purpose. 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 know how to define a brand purpose that will align your organisation and provide the context for your customer experience initiative.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 brand or 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 the first time. If any of these descriptions resonate, this workshop is for you. This course will be of particular interest to marketeers and leaders responsible for brand purpose.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. In this course, you will learn how to define a brand purpose that will set the scene for your customer experience and align your organisation. You will be able to apply the five tests of a great purpose and what it requires of your leaders.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.
