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.
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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.
Course 4 of 4 in the Branding: The Creative Journey Specialization.
Syllabus
WEEK 1: Converging on a Common Definition for CX
WEEK 2: Customer Journeys as the Lens for Brand Experience
WEEK 3: Aligning Brand and Customer Experience across all touch points
WEEK 4: CX relationship with Employee Experience, Outsourcing and Ethics
WEEK 5: THE CAPSTONE PROJECT
