About this Course
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다음 전문 분야의 4개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 17시간 필요

권장: 2-3 hours/week...

영어

자막: 영어

귀하가 습득할 기술

EmploymentLeadershipManagementCustomer Experience

다음 전문 분야의 4개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 17시간 필요

권장: 2-3 hours/week...

영어

자막: 영어

Course을(를) 수강하는 학습자

  • User Experience Researchers
  • Marketing Specialists
  • Marketers
  • Marketing Managers
  • Customer Care Reps

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 4시간 필요

Converging on a Common Definition for CX

11개 동영상 (총 61분), 4 readings, 1 quiz
11개의 동영상
CX All Around Us: Public Transport2m
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2m
The CX ¨Tower of Babel¨6m
Towards a More Complete CX Definition4m
Making Sense of Variations of CJMs3m
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19m
The Context of ¨Why¨: The Value of Contextual and Observational Research5m
So Many Touchpoints...5m
It's All About Alignment (Part 1)3m
It's All About Alignment (Part 2)5m
4개의 읽기 자료
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10m
Required Reading: When and How to Create Customer Journey Maps10m
Required Reading: Common Pitfalls of Customer Journey Mapping10m
Recommended/Optional Readings/Resources10m
2
완료하는 데 2시간 필요

Customer Journeys as the Lens for Brand Experience

10개 동영상 (총 57분), 4 readings, 1 quiz
10개의 동영상
Mapping Branding Activities in the Context of Customer Journeys2m
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14m
Evaluating the Contribution of Branding to CX1m
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13m
The Reality of Brand Guidelines4m
Brand Guidelines: Getting Your Colleagues to Pay Attention4m
Branding Strategy Orphans4m
Why CX Metrics Projects Miss the Mark3m
Why You Should Do CX Metrics Projects Anyways4m
4개의 읽기 자료
Required Reading: Packaging and Branding10m
Required Reading: CX Measurement Strategies10m
Required Readings: CX Dashboards10m
Recommended/Optional Readings10m
1개 연습문제
Quiz 2
3
완료하는 데 2시간 필요

Aligning Brand and Customer Experience across all touch points

10개 동영상 (총 65분), 6 readings, 1 quiz
10개의 동영상
Brand Messaging Confronts the Real World4m
Death by 1000 CX Papercuts4m
User Experience, Customer Experience, and the Relationship to Brand4m
Why Product Teams Hate Branding Projects4m
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13m
Why Customer Service Gets Pulled in Different Directions4m
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14m
Don't Let the Chatbot Project be an IT Project5m
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6m
6개의 읽기 자료
Required Reading: A Fine is a Price10m
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10m
Required Reading: UX Research and Market Research10m
Required Reading: Building a Brand Through Customer Support10m
Required Reading: Building Brand Touchpoints10m
Recommended/Optional Readings10m
1개 연습문제
Week 3
4
완료하는 데 2시간 필요

CX relationship with Employee Experience, Outsourcing and Ethics

10개 동영상 (총 46분), 9 readings, 1 quiz
10개의 동영상
Using a Value Proposition Canvas to Increase Team Alignment5m
What is Employee Experience and Why Does it Matter?5m
Understanding Where Your Colleagues are Losing the Brand Message4m
What Drives a Company to Outsource Customer Touchpoints?4m
The Hidden Costs of Outsourcing Customer Research4m
Outsourcing Continued: How to Mitigate the Risks6m
Ethics Matters Part 1: Where is Your Ethical Line?6m
Ethics Matters Part 2: Using Customer Data for CX6m
Some Final Words From Michael1m
9개의 읽기 자료
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10m
Required Readings: Employee Journeys10m
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10m
Required Reading: How Business Partners Affect the CX with your Brand10m
Required Reading: The biggest mistake companies make contracting market research10m
Required Reading: Common customer experience strategy mistakes—and how to avoid them10m
Required Reading: The misuse of data10m
Required Reading: Learn How Anecdotal Evidence Can Trick You!10m
Recommended/Optional Readings10m
1개 연습문제
Week 4
4.6
13개의 리뷰Chevron Right

Branding and Customer Experience의 최상위 리뷰

대학: 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.

대학: CMFeb 1st 2019

I recommend this course because there is a lot to learn with reading, experts and the host regarding customer experience CX and employee experience. Thank you!

강사

Avatar

Michael Thompson

Customer Experience Professor
IE School of Human Sciences and Technology

IE 경영대학원 정보

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....

Branding: The Creative Journey 전문 분야 정보

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

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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