Course Summary
This course teaches students how to create a successful brand and customer experience that will resonate with their target audience. It covers the fundamentals of branding, customer experience, and how they intersect.Key Learning Points
- Learn how to create a successful brand that resonates with your target audience
- Understand the importance of customer experience and how to improve it
- Discover how branding and customer experience intersect
Related Topics for further study
Learning Outcomes
- Create a successful brand strategy
- Improve customer experience
- Understand the intersection between branding and customer experience
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of marketing principles
- Access to a computer with internet connection
Course Difficulty Level
IntermediateCourse Format
- Online self-paced
- Video lectures
- Assignments and quizzes
Similar Courses
- Digital Marketing
- Marketing Analytics
- Marketing in a Digital World
Related Education Paths
Related Books
Description
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.
Outline
- 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
- 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
- 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
- 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
Summary of User Reviews
The Branding and CX course on Coursera is a hit among users who appreciate its practical approach to branding and customer experience. Many users found the course content to be engaging and informative, making it easy to understand the concepts and apply them to their own businesses.Key Aspect Users Liked About This Course
Practical approach to branding and customer experiencePros from User Reviews
- Engaging and informative course content
- Practical application of branding and CX concepts
- Expert instructors with real-world experience
- Flexible schedule and self-paced learning
- Great value for the price
Cons from User Reviews
- Some users found the course content to be too basic
- Limited interaction with instructors and other students
- Some technical issues with the online platform
- Not suitable for advanced learners
- No certification or accreditation
Michael Thompson
4.6 Raiting
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