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Branding and Customer Experience
  • Level Professional
  • Duration 11 hours
  • Course by IE Business School
  • Offered by

About

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.

Modules

The Who, Why, Where, When and Why of Customer Experience

    • 6 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Share a personal brand story disaster!

6 Videos

  • 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

1 Readings

  • Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives

Customer Journey Mapping

    • 5 Videos
    • 2 Readings
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5 Videos

  • 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)

2 Readings

  • Required Reading: When and How to Create Customer Journey Maps
  • Required Reading: Common Pitfalls of Customer Journey Mapping

Wrapping Up

    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Create Your Own Customer Journey Map!

1 Readings

  • Recommended/Optional Readings/Resources

The Impact of CX on Brand...and vise versa!

    • 8 Videos
    • 1 Readings
    • 1 Plugin
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8 Videos

  • 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

1 Readings

  • Required Reading: Packaging and Branding

CX Metrics

    • 2 Videos
    • 2 Readings
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2 Videos

  • Why CX Metrics Projects Miss the Mark
  • Why You Should Do CX Metrics Projects Anyways

2 Readings

  • Required Reading: CX Measurement Strategies
  • Required Readings: CX Dashboards

Wrapping Up

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 2

1 Readings

  • Recommended/Optional Readings

UX and CX and Brand...Oh my!

    • 4 Videos
    • 2 Readings
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4 Videos

  • 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

2 Readings

  • Required Reading: A Fine is a Price
  • Required Reading: Customer Experience vs User Experience: Why the Difference Matters

CX Opportunities and Challenges across the organization

    • 6 Videos
    • 3 Readings
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6 Videos

  • 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

3 Readings

  • Required Reading: UX Research and Market Research
  • Required Reading: Building a Brand Through Customer Support
  • Required Reading: Building Brand Touchpoints

Wrapping Up

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 3

1 Readings

  • Recommended/Optional Readings

Employee Experience and its affect on CX

    • 4 Videos
    • 3 Readings
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4 Videos

  • 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

3 Readings

  • 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

Outsourcing...How to avoid disaster.

    • 3 Videos
    • 3 Readings
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3 Videos

  • What Drives a Company to Outsource Customer Touchpoints?
  • The Hidden Costs of Outsourcing Customer Research
  • Outsourcing Continued: How to Mitigate the Risks

3 Readings

  • 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

Ethics. Do you have them?

    • 2 Videos
    • 2 Readings
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2 Videos

  • Ethics Matters Part 1: Where is Your Ethical Line?
  • Ethics Matters Part 2: Using Customer Data for CX

2 Readings

  • Required Reading: The misuse of data
  • Required Reading: Learn How Anecdotal Evidence Can Trick You!

Wrapping Up

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 4

1 Videos

  • Some Final Words From Michael

1 Readings

  • Recommended/Optional Readings

Introduction to the Branding and Customer Experience Capstone Project

    • 1 Videos
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1 Videos

  • Introduction to the Branding and Customer Experience Capstone Project

Let's see if you can apply the learnings obtained

    • 1 Assignment
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1 Assignment

  • 1. Branding and Customer Experience

Capstone Project Instructions

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Branding and Customer Experience

1 Videos

  • Instructions for the Capstone Project

1 Readings

  • Instructions

Useful Complementary Material

    • 1 Readings
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1 Readings

  • Designing and starting up a customer-experience transformation

Branding and Customer Experience Capstone Project Conclusion

    • 1 Videos
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1 Videos

  • Branding and Customer Experience Capstone Project Conclusion

Conclusion to the Specialization Branding: The Creative Journey

    • 1 Videos
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1 Videos

  • Conclusion to Branding: The Creative Journey Specialization

Auto Summary

Enhance your expertise in Sales & Marketing with the "Branding and Customer Experience" course by Coursera. This professional-level course delves into the intersection of branding strategies and customer experience, using a Customer Journey Mapping framework to align departmental activities and measure impacts. Perfect for those from both branding and customer experience backgrounds, this 660-minute course offers Starter, Professional, and Paid subscription options.

Michael Thompson
Instructor

Michael Thompson