Customer Experience: Brand Purpose & Leadership

About This Course

Elevate your brand and drive growth with Customer Experience Management: Brand Purpose & Leadership. This course is valuable on its own, but offers maximum benefit as the foundational module of the Customer Experience Management Bundle: Grow Your Business With A Purpose.

Focusing on the critical role of brand purpose, this course features insights from experts Shaun Smith and Andy Milligan, authors of the best-selling book On Purpose: Delivering A Branded Customer Experience People Love. Learn practical techniques used by Smith+Co to help organizations define a purposeful customer experience. We'll use real-world case studies and provide actionable tools and guides to help you implement these principles within your own organization. By the end, you'll understand how to define a strong brand purpose that aligns your organization and provides context for your customer experience initiatives.

What Does It Mean To Be 'On Purpose'?

Discover the essence of being "On Purpose," defined by eight key practices. Explore how leading brands like Burberry, Zappos, and Lego are transforming their markets by creating meaningful and intentional customer experiences. In today's dynamic environment, agility and differentiated customer experiences are vital for sustained growth.

Who Is This Course For?

This course is ideal for:

• Marketing professionals
• Leaders responsible for brand purpose
• Individuals involved in brand or experience programs within their organization
• Those seeking to improve customer experience strategies
• Anyone looking to define a clear brand purpose

Whether you're just starting or looking to refine existing efforts, this workshop will provide valuable insights.

What Will You Learn On This Course?

This course will equip you with the knowledge to:

• Define a compelling brand purpose that sets the stage for your customer experience.
• Align your organization around a shared brand purpose.
• Apply the five tests of a great purpose and understand what it requires of your leaders.
• Understand how strong brands:
  • Stand up for something that matters to customers.
  • Stand out from their competitors.
  • Stand firm by creating strong cultures.

Your Instructors

Shaun Smith is a leading voice in strategic customer experience. As founder of Smith+Co, a UK-based customer experience consultancy, he helps organizations create impactful customer experiences that drive brand differentiation and customer loyalty. Smith+Co has been recognized as the UK's Management Consultants of the Year 2020 by the FT. Shaun is a co-author of five acclaimed business books, including On Purpose, which explores the growing consumer preference for brands with a purpose beyond profit. He's a sought-after speaker, having presented in 25 countries and appearing on major news outlets like CNN and CNBC. Shaun is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation, and recipient of the PSAE (Professional Speaking Award of Excellence).

Andy Milligan advises business leaders globally on building better businesses through a strong sense of purpose, aligning brand strategy with customer and employee experience. He has extensive experience working with clients across diverse sectors, including consumer goods, technology, automotive, finance, and sports. Andy is the co-founder of The Caffeine Partnership, an award-winning strategic consultancy, and a best-selling author of several business books, including On Purpose, Brand It Like Beckham, and BOLD. He's a frequent keynote speaker and workshop leader in Asia, the USA, and Europe, and a regular contributor to BA's Business Life Magazine, appearing on BBC and Sky News.