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

Create Your Own Customer Journey Map!

Share a personal brand story disaster!

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

Quiz 2

Learner Survey (it's short...we promise!)

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

Week 3

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

Week 4

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

Branding and Customer Experience