The Ultimate Customer Experience Course (3 In 1)

The course leaders, Shaun Smith and Andy Milligan, introduce themselves and describe why purpose is becoming increasingly important for brands. They explain how the term 'On Purpose' has two meanings; having a brand purpose that describes why you exist and being intentional about the customer experience you provide. They give a brief overview of the structure and content for this course series, Customer Experience Management: Grow Your Business With A Purpose.

Shaun discusses how customer experience has evolved and become a key driver of business success, showing data from the latest research. They talk about the shift from products to services to experiences, the importance of creating an emotional connection with customers and the role of brand purpose in driving advocacy.

Shaun introduces the three types of purpose and the importance of starting with brand purpose.

Andy outlines the three dimensions and eight practices that characterise purposeful brands. He poses these questions: What do purposeful brands do differently? What is the profile of successful brands? What is your company profile?

At the end of this lecture, download the On Purpose workbook and complete the Assessment Tool to assess your own brand before moving to the next section.

The course leaders, Shaun Smith and Andy Milligan, offer a warm welcome to this course, Customer Experience Management: Brand Purpose & Leadership.

In the previous introductory course series module, they spoke about the importance of brands to stand for something more than simply making money. During this course, they will focus on answering the question: Why does your brand exist? Shaun and Andy will teach you how to define a brand purpose that truly makes a difference and the behaviours required of leaders to deliver it.

They introduce you to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose.

Refer to your On Purpose Workbook and Self Assessment Tool or download them again here.

In this lecture, Andy shows how business purpose has changed over the years and explain the economic impact of being a strong brand. They share the five tests for creating a great purpose.

We show how starting with customer insight is vital to the creation of a purpose but it is also important to know what difference you want to make to the world

Shaun illustrates the vital importance of leadership owning both the process and the outcome of developing a purpose.

Shaun shares a story of how leaders must behave on purpose. He provides three useful tips for becoming a purposeful leader.

Shaun explains how purposeful leaders stay close to customers and employees. They listen and feedback into the organisation. They tell stories that link back to the purpose. Shaun shares case studies and stories where brands have done this effectively. He suggests questions for you to ask your customers and employees.

Andy highlights examples of purposeful leaders who manage their energy well.

Shaun show examples of purposeful leaders who are relentlessly focused.

Shaun show examples of purposeful leaders who are relentlessly focused.

Shaun offers some final advice. He explains how brands are constantly being disrupted and therefore your commitment and a desire to listen to your customers changing needs is paramount.

Review your On Purpose self-assessment and the assignment from each lecture to determine your top three priority actions and share these with your leadership team. Then go to the Smith+Co website (www.smithcoconsultancy.com) for the tools and advice guides to help you take action.

The course leaders, Shaun Smith and Andy Milligan, offer a warm welcome to this course, Customer Experience Management: Brand Promise & Customer Loyalty.

In the previous introductory section (the course series foundation), they speak about the importance of brands standing for something more than simply making money. They explain how you will learn in this course how to design a customer experience and deliver it every day, to ensure your customers keep coming back.

You will be introduced to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose, and asked the questions: How will you deliver it? How will you Stand Out from your competitors?

Download the On Purpose Workbook supporting document.

In this lecture, Shaun discusses how ‘trusted’ brands successfully communicate their brand promise and values across media. He explains how bold brands see the involvement of their customers in the development of their products as a key part of marketing to them.

Shaun illustrates how social media reflects your behaviour as a brand, explaining that 'brand marketing' should be understood as a verb, not a noun.

Andy guides you through how to use customer co-creation as part of your marketing strategy and stresses the importance of timing.

Shaun explains how a 'branded customer experience' is one that is distinct from competitors and provides value to the target customers where they need it most. He offers case studies for brands who have done this successfully and asks you to think about how to design and deliver a 'branded customer experience' in your business.

In this lecture, Shaun focuses on how to create customer journeys across multiple channels. He explains why just mapping customer touch-points is no longer enough and shows you how to choose where to ‘over-index’ in order to dramatise the experience and select what you wish to become famous for.

In this lecture, Andy talks about how to define a brand promise that articulates what you intend your customer experience to achieve.

Andy explores the reasons why you should study comparators rather than competitors and explains why best practice is bad practice. He asks you to think about how you encourage innovation in your business and gives examples of innovative brands.

Andy shares insights for setting yourself up for long-term success. He gives examples of brands where senior leaders are personally committed and fully responsible and suggestions for consulting your people across length of tenure, functions and age. He also discusses the importance of internal communications for keeping the momentum going in a positive direction.

The course leaders, Shaun Smith and Andy Milligan, offer a warm welcome to this course, Customer Experience Management: Brand Purpose & Employee Alignment. In the previous introductory section (the course series foundation), they speak about the importance of brands to stand for something more than simply making money.

In this course, you will learn how to create an employee experience and culture that sustains success long-term. Shaun and Andy introduce you to the Alignment framework, a powerful model to ensure that everything is joined up and supports the brand purpose and look at the cultural and people issues that will enable you to sustain long-term success.

Refer to your On Purpose Workbook supporting document or download again here.

Shaun discusses how you can build an employee experience that mirrors the customer experience, and a culture that lives and breathes the brand values.

Shaun discusses how relying on traditional HR practice and customer service training will doom you to deliver a mediocre customer experience. He shares the tips and tools that will change the way you think about hiring and motivate your people to deliver the ultimate experience.

Andy looks at examples of companies using a sense of purpose to help them 'hire for the customer' experience they want to deliver.

Andy shares examples of hiring practices that are likely to bring on board purpose-led people.

Andy shares examples of practices that help to retain people who fit with your culture and how to let people leave in the right way too.

Shaun introduces the notion of empowerment and why most organisations do it badly.

Andy show examples of 'Branded Customer Experience' training to cascade the message.

In this lecture, Andy will explain how 'Experience Measurement' is not just about an annual mystery shop or satisfaction survey. You’ll learn how you measure the complete end-to-end experience and the upstream indicators that drive your financial results.

Shaun introduces the 'Customer Experience Scorecard' as a way to measure upstream and downstream activity.

Shaun walks you through the steps for building a 'Customer Experience Scorecard'.

Shaun recaps the topics covered in this course for designing an employee experience that is a mirror for your customer experiences. He offers some practical advice - gained from their research, books and consulting work with many leading brands - to set you up for success.

Review your On Purpose self-assessment and the assignment from each lecture to determine your top three priority actions and share these with your leadership team. Then go to the Smith+Co website (www.smithcoconsultancy.com) for the tools and advice guides to help you take action.