Converging on a Common Definition for CX-The Who, Why, Where, When and Why of Customer Experience
CX and Branding: Course Overview
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CX All Around Us: Public Transport
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CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨
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The CX ¨Tower of Babel¨
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Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives
Towards a More Complete CX Definition
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Making Sense of Variations of CJMs
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Converging on a Common Definition for CX-Customer Journey Mapping
Required Reading: When and How to Create Customer Journey Maps
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas
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Required Reading: Common Pitfalls of Customer Journey Mapping
The Context of ¨Why¨: The Value of Contextual and Observational Research
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So Many Touchpoints...
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It's All About Alignment (Part 1)
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It's All About Alignment (Part 2)
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Converging on a Common Definition for CX-Wrapping Up
Recommended/Optional Readings/Resources
Customer Journeys as the Lens for Brand Experience-The Impact of CX on Brand...and vise versa!
Branding, CX, and Restaurant Menus
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Mapping Branding Activities in the Context of Customer Journeys
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Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive
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Evaluating the Contribution of Branding to CX
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Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman
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The Reality of Brand Guidelines
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Brand Guidelines: Getting Your Colleagues to Pay Attention
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Branding Strategy Orphans
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Required Reading: Packaging and Branding
Customer Journeys as the Lens for Brand Experience-CX Metrics
Why CX Metrics Projects Miss the Mark
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Required Reading: CX Measurement Strategies
Why You Should Do CX Metrics Projects Anyways
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Required Readings: CX Dashboards
Customer Journeys as the Lens for Brand Experience-Wrapping Up
Recommended/Optional Readings
Aligning Brand and Customer Experience across all touch points-UX and CX and Brand...Oh my!
The Brand Impact of Parking Garages
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Brand Messaging Confronts the Real World
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Required Reading: A Fine is a Price
Death by 1000 CX Papercuts
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User Experience, Customer Experience, and the Relationship to Brand
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Required Reading: Customer Experience vs User Experience: Why the Difference Matters
Aligning Brand and Customer Experience across all touch points-CX Opportunities and Challenges across the organization
Why Product Teams Hate Branding Projects
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Required Reading: UX Research and Market Research
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance
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Why Customer Service Gets Pulled in Different Directions
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Required Reading: Building a Brand Through Customer Support
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care
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Don't Let the Chatbot Project be an IT Project
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What Behavioral Economics Tells Us About Where to Focus Our CX Efforts
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Required Reading: Building Brand Touchpoints
Aligning Brand and Customer Experience across all touch points-Wrapping Up
Recommended/Optional Readings
CX relationship with Employee Experience, Outsourcing and Ethics -Employee Experience and its affect on CX
Recycling Your CX
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Required Video: Value Proposition Canvas Explained by Alex Osterwalde
Using a Value Proposition Canvas to Increase Team Alignment
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What is Employee Experience and Why Does it Matter?
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Required Readings: Employee Journeys
Understanding Where Your Colleagues are Losing the Brand Message
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Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us
CX relationship with Employee Experience, Outsourcing and Ethics -Outsourcing...How to avoid disaster.
What Drives a Company to Outsource Customer Touchpoints?
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Required Reading: How Business Partners Affect the CX with your Brand
Required Reading: Top 10 Market Research Mistakes
The Hidden Costs of Outsourcing Customer Research
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Outsourcing Continued: How to Mitigate the Risks
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Required Reading: Common customer experience strategy mistakes—and how to avoid them
CX relationship with Employee Experience, Outsourcing and Ethics -Ethics. Do you have them?
Required Reading: The misuse of data
Ethics Matters Part 1: Where is Your Ethical Line?
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Ethics Matters Part 2: Using Customer Data for CX
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Required Reading: Learn How Anecdotal Evidence Can Trick You!
CX relationship with Employee Experience, Outsourcing and Ethics -Wrapping Up
Some Final Words From Michael
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Recommended/Optional Readings
THE CAPSTONE PROJECT-Introduction to the Branding and Customer Experience Capstone Project
Introduction to the Branding and Customer Experience Capstone Project
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THE CAPSTONE PROJECT-Capstone Project Instructions
Instructions for the Capstone Project
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Instructions
THE CAPSTONE PROJECT-Useful Complementary Material
Designing and starting up a customer-experience transformation
THE CAPSTONE PROJECT-Branding and Customer Experience Capstone Project Conclusion
Branding and Customer Experience Capstone Project Conclusion
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THE CAPSTONE PROJECT-Conclusion to the Specialization Branding: The Creative Journey
Conclusion to Branding: The Creative Journey Specialization
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