Branding and Customer Experience

Branding and Customer Experience

This course is part of Branding: The Creative Journey Specialization

Instructor: Michael Thompson

Access provided by Interbank

42,616 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

561 reviews

Intermediate level

Some related experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

94%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

561 reviews

Intermediate level

Some related experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

94%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Branding: The Creative Journey Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.

What's included

11 videos4 readings1 peer review1 discussion prompt

11 videos Total 61 minutes

CX and Branding: Course Overview 3 minutes
CX All Around Us: Public Transport 2 minutes
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨ 3 minutes
The CX ¨Tower of Babel¨ 6 minutes
Towards a More Complete CX Definition 4 minutes
Making Sense of Variations of CJMs 4 minutes
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas 19 minutes
The Context of ¨Why¨: The Value of Contextual and Observational Research 5 minutes
So Many Touchpoints... 5 minutes
It's All About Alignment (Part 1) 3 minutes
It's All About Alignment (Part 2) 5 minutes

4 readings Total 40 minutes

Recommended Reading: The 30,000 Foot View: What CX Job Descriptions Tell Us about Company Values 10 minutes
Required Reading: When and How to Create Customer Journey Maps 10 minutes
Required Reading: Common Pitfalls of Customer Journey Mapping 10 minutes
Recommended/Optional Readings/Resources 10 minutes

1 peer review Total 60 minutes

Create Your Own Customer Journey Map! 60 minutes

1 discussion prompt Total 10 minutes

Share a personal brand story disaster! 10 minutes

What's included

10 videos4 readings1 assignment1 plugin

10 videos Total 57 minutes

Branding, CX, and Restaurant Menus 2 minutes
Mapping Branding Activities in the Context of Customer Journeys 3 minutes
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive 14 minutes
Evaluating the Contribution of Branding to CX 2 minutes
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman 13 minutes
The Reality of Brand Guidelines 5 minutes
Brand Guidelines: Getting Your Colleagues to Pay Attention 5 minutes
Branding Strategy Orphans 5 minutes
Why CX Metrics Projects Miss the Mark 4 minutes
Why You Should Do CX Metrics Projects Anyways 5 minutes

4 readings Total 40 minutes

Required Reading: Packaging and Branding 10 minutes
Required Reading: CX Measurement Strategies 10 minutes
Required Readings: CX Dashboards 10 minutes
Recommended/Optional Readings 10 minutes

1 assignment

Quiz 2 0 minutes

1 plugin Total 15 minutes

Learner Survey (it's short...we promise!) 15 minutes

What's included

10 videos6 readings1 assignment

10 videos Total 65 minutes

The Brand Impact of Parking Garages 2 minutes
Brand Messaging Confronts the Real World 4 minutes
Death by 1000 CX Papercuts 4 minutes
User Experience, Customer Experience, and the Relationship to Brand 5 minutes
Why Product Teams Hate Branding Projects 5 minutes
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance 13 minutes
Why Customer Service Gets Pulled in Different Directions 5 minutes
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care 14 minutes
Don't Let the Chatbot Project be an IT Project 6 minutes
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts 6 minutes

6 readings Total 60 minutes

Required Reading: A Fine is a Price 10 minutes
Required Reading: Customer Experience vs User Experience: Why the Difference Matters 10 minutes
Required Reading: UX Research and Market Research 10 minutes
Required Reading: Building a Brand Through Customer Support 10 minutes
Required Reading: Building Brand Touchpoints 10 minutes
Recommended/Optional Readings 10 minutes

1 assignment

Week 3 0 minutes

What's included

10 videos9 readings1 assignment

10 videos Total 46 minutes

Recycling Your CX 2 minutes
Using a Value Proposition Canvas to Increase Team Alignment 5 minutes
What is Employee Experience and Why Does it Matter? 5 minutes
Understanding Where Your Colleagues are Losing the Brand Message 4 minutes
What Drives a Company to Outsource Customer Touchpoints? 5 minutes
The Hidden Costs of Outsourcing Customer Research 4 minutes
Outsourcing Continued: How to Mitigate the Risks 7 minutes
Ethics Matters Part 1: Where is Your Ethical Line? 6 minutes
Ethics Matters Part 2: Using Customer Data for CX 6 minutes
Some Final Words From Michael 1 minute

9 readings Total 90 minutes

Required Video: Value Proposition Canvas Explained by Alex Osterwalde 10 minutes
Required Readings: Employee Journeys 10 minutes
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us 10 minutes
Required Reading: What Happens When Your CX Depends On Partners? 10 minutes
Required Reading: Top 10 Market Research Mistakes 10 minutes
Required Reading: Common customer experience strategy mistakes—and how to avoid them 10 minutes
Required Reading: What is Data Misuse? 10 minutes
Required Reading: Learn How Anecdotal Evidence Can Trick You! 10 minutes
Recommended/Optional Readings 10 minutes

1 assignment

Week 4 0 minutes

What's included

4 videos2 readings1 assignment1 peer review

4 videos Total 12 minutes

Introduction to the Branding and Customer Experience Capstone Project 4 minutes
Instructions for the Capstone Project 4 minutes
Branding and Customer Experience Capstone Project Conclusion 1 minute
Conclusion to Branding: The Creative Journey Specialization 3 minutes

2 readings Total 25 minutes

Instructions 10 minutes
Designing and starting up a customer-experience transformation 15 minutes

1 assignment Total 30 minutes

1. Branding and Customer Experience 30 minutes

1 peer review Total 60 minutes

Branding and Customer Experience 60 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(148 ratings)

Michael Thompson

IE Business School

1 Course 42,616 learners

Offered by

IE Business School

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

5 stars
75.26%
4 stars
19.57%
3 stars
2.84%
2 stars
1.24%
1 star
1.06%

Showing 3 of 561

Reviewed on May 24, 2020

I am so glad I did this course! The information is 100% useful for my daily marketing activities. Michael Thompson is an excellent professor. The videos are concise and effective.

Reviewed on Feb 16, 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.

Reviewed on Mar 22, 2025

Really cool! I wish there were a specialization only focused on CX.

View more reviews