About this Course

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Flexible deadlines
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Intermediate Level
Approx. 13 hours to complete
English
Subtitles: English

Skills you will gain

EmploymentLeadershipManagementCustomer Experience
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
Approx. 13 hours to complete
English
Subtitles: English

Offered by

IE Business School logo

IE Business School

Syllabus - What you will learn from this course

Week
1

Week 1

4 hours to complete

Converging on a Common Definition for CX

4 hours to complete
11 videos (Total 61 min), 4 readings, 1 quiz
11 videos
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
4 readings
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
Week
2

Week 2

2 hours to complete

Customer Journeys as the Lens for Brand Experience

2 hours to complete
10 videos (Total 57 min), 4 readings, 1 quiz
10 videos
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
4 readings
Required Reading: Packaging and Branding10m
Required Reading: CX Measurement Strategies10m
Required Readings: CX Dashboards10m
Recommended/Optional Readings10m
1 practice exercise
Quiz 2
Week
3

Week 3

2 hours to complete

Aligning Brand and Customer Experience across all touch points

2 hours to complete
10 videos (Total 65 min), 6 readings, 1 quiz
10 videos
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
6 readings
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
1 practice exercise
Week 3
Week
4

Week 4

2 hours to complete

CX relationship with Employee Experience, Outsourcing and Ethics

2 hours to complete
10 videos (Total 46 min), 9 readings, 1 quiz
10 videos
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
9 readings
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: Top 10 Market Research Mistakes10m
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
1 practice exercise
Week 4

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About the Branding: The Creative Journey Specialization

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

Frequently Asked Questions

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