課程信息
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第 4 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

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中級

完成時間大約為17 小時

建議:2-3 hours/week...

英語(English)

字幕:英語(English)

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EmploymentLeadershipManagementCustomer Experience

第 4 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

完成時間大約為17 小時

建議:2-3 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

Converging on a Common Definition for CX

11 個視頻 (總計 61 分鐘), 4 個閱讀材料, 1 個測驗
11 個視頻
CX All Around Us: Public Transport2分鐘
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2分鐘
The CX ¨Tower of Babel¨6分鐘
Towards a More Complete CX Definition4分鐘
Making Sense of Variations of CJMs3分鐘
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19分鐘
The Context of ¨Why¨: The Value of Contextual and Observational Research5分鐘
So Many Touchpoints...5分鐘
It's All About Alignment (Part 1)3分鐘
It's All About Alignment (Part 2)5分鐘
4 個閱讀材料
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10分鐘
Required Reading: When and How to Create Customer Journey Maps10分鐘
Required Reading: Common Pitfalls of Customer Journey Mapping10分鐘
Recommended/Optional Readings/Resources10分鐘
2
完成時間為 2 小時

Customer Journeys as the Lens for Brand Experience

10 個視頻 (總計 57 分鐘), 4 個閱讀材料, 1 個測驗
10 個視頻
Mapping Branding Activities in the Context of Customer Journeys2分鐘
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14分鐘
Evaluating the Contribution of Branding to CX1分鐘
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13分鐘
The Reality of Brand Guidelines4分鐘
Brand Guidelines: Getting Your Colleagues to Pay Attention4分鐘
Branding Strategy Orphans4分鐘
Why CX Metrics Projects Miss the Mark3分鐘
Why You Should Do CX Metrics Projects Anyways4分鐘
4 個閱讀材料
Required Reading: Packaging and Branding10分鐘
Required Reading: CX Measurement Strategies10分鐘
Required Readings: CX Dashboards10分鐘
Recommended/Optional Readings10分鐘
1 個練習
Quiz 2
3
完成時間為 2 小時

Aligning Brand and Customer Experience across all touch points

10 個視頻 (總計 65 分鐘), 6 個閱讀材料, 1 個測驗
10 個視頻
Brand Messaging Confronts the Real World4分鐘
Death by 1000 CX Papercuts4分鐘
User Experience, Customer Experience, and the Relationship to Brand4分鐘
Why Product Teams Hate Branding Projects4分鐘
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13分鐘
Why Customer Service Gets Pulled in Different Directions4分鐘
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14分鐘
Don't Let the Chatbot Project be an IT Project5分鐘
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6分鐘
6 個閱讀材料
Required Reading: A Fine is a Price10分鐘
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10分鐘
Required Reading: UX Research and Market Research10分鐘
Required Reading: Building a Brand Through Customer Support10分鐘
Required Reading: Building Brand Touchpoints10分鐘
Recommended/Optional Readings10分鐘
1 個練習
Week 3
4
完成時間為 2 小時

CX relationship with Employee Experience, Outsourcing and Ethics

10 個視頻 (總計 46 分鐘), 9 個閱讀材料, 1 個測驗
10 個視頻
Using a Value Proposition Canvas to Increase Team Alignment5分鐘
What is Employee Experience and Why Does it Matter?5分鐘
Understanding Where Your Colleagues are Losing the Brand Message4分鐘
What Drives a Company to Outsource Customer Touchpoints?4分鐘
The Hidden Costs of Outsourcing Customer Research4分鐘
Outsourcing Continued: How to Mitigate the Risks6分鐘
Ethics Matters Part 1: Where is Your Ethical Line?6分鐘
Ethics Matters Part 2: Using Customer Data for CX6分鐘
Some Final Words From Michael1分鐘
9 個閱讀材料
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10分鐘
Required Readings: Employee Journeys10分鐘
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10分鐘
Required Reading: How Business Partners Affect the CX with your Brand10分鐘
Required Reading: The biggest mistake companies make contracting market research10分鐘
Required Reading: Common customer experience strategy mistakes—and how to avoid them10分鐘
Required Reading: The misuse of data10分鐘
Required Reading: Learn How Anecdotal Evidence Can Trick You!10分鐘
Recommended/Optional Readings10分鐘
1 個練習
Week 4
4.6
13 個審閱Chevron Right

來自Branding and Customer Experience的熱門評論

創建者 NSFeb 17th 2019

El curso está muy bien estructurado, además los vídeos explicativos y los artículos que contiene son muy útiles y ayudan a comprender el contenido del curso de manera sencilla y amena.

創建者 EJApr 8th 2019

Very insightful. The videos are short and simple while explaining important concepts in CX through the accumulation of simple ideas.

講師

Avatar

Michael Thompson

Customer Experience Professor
IE School of Human Sciences and Technology

關於 IE商学院

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

關於 Branding: The Creative Journey 專項課程

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

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