À propos de ce cours
4.8
14 notes
5 avis

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

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Niveau intermédiaire

Approx. 15 heures pour terminer

Recommandé : 2-3 hours/week...

Anglais

Sous-titres : Anglais

Compétences que vous acquerrez

EmploymentLeadershipManagementCustomer Experience

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Niveau intermédiaire

Approx. 15 heures pour terminer

Recommandé : 2-3 hours/week...

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
4 heures pour terminer

Converging on a Common Definition for CX

...
11 vidéos (Total 61 min), 4 lectures, 1 quiz
11 vidéos
CX All Around Us: Public Transport2 min
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2 min
The CX ¨Tower of Babel¨6 min
Towards a More Complete CX Definition4 min
Making Sense of Variations of CJMs3 min
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19 min
The Context of ¨Why¨: The Value of Contextual and Observational Research5 min
So Many Touchpoints...5 min
It's All About Alignment (Part 1)3 min
It's All About Alignment (Part 2)5 min
4 lectures
Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10 min
Required Reading: When and How to Create Customer Journey Maps10 min
Required Reading: Common Pitfalls of Customer Journey Mapping10 min
Recommended/Optional Readings/Resources10 min
Semaine
2
2 heures pour terminer

Customer Journeys as the Lens for Brand Experience

...
10 vidéos (Total 57 min), 4 lectures, 1 quiz
10 vidéos
Mapping Branding Activities in the Context of Customer Journeys2 min
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14 min
Evaluating the Contribution of Branding to CX1 min
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13 min
The Reality of Brand Guidelines4 min
Brand Guidelines: Getting Your Colleagues to Pay Attention4 min
Branding Strategy Orphans4 min
Why CX Metrics Projects Miss the Mark3 min
Why You Should Do CX Metrics Projects Anyways4 min
4 lectures
Required Reading: Packaging and Branding10 min
Required Reading: CX Measurement Strategies10 min
Required Readings: CX Dashboards10 min
Recommended/Optional Readings10 min
1 exercice pour s'entraîner
Quiz 2
Semaine
3
2 heures pour terminer

Aligning Brand and Customer Experience across all touch points

...
10 vidéos (Total 65 min), 6 lectures, 1 quiz
10 vidéos
Brand Messaging Confronts the Real World4 min
Death by 1000 CX Papercuts4 min
User Experience, Customer Experience, and the Relationship to Brand4 min
Why Product Teams Hate Branding Projects4 min
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13 min
Why Customer Service Gets Pulled in Different Directions4 min
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14 min
Don't Let the Chatbot Project be an IT Project5 min
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6 min
6 lectures
Required Reading: A Fine is a Price10 min
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10 min
Required Reading: UX Research and Market Research10 min
Required Reading: Building a Brand Through Customer Support10 min
Required Reading: Building Brand Touchpoints10 min
Recommended/Optional Readings10 min
1 exercice pour s'entraîner
Week 3
Semaine
4
2 heures pour terminer

CX relationship with Employee Experience, Outsourcing and Ethics

...
10 vidéos (Total 46 min), 10 lectures, 1 quiz
10 vidéos
Using a Value Proposition Canvas to Increase Team Alignment5 min
What is Employee Experience and Why Does it Matter?5 min
Understanding Where Your Colleagues are Losing the Brand Message4 min
What Drives a Company to Outsource Customer Touchpoints?4 min
The Hidden Costs of Outsourcing Customer Research4 min
Outsourcing Continued: How to Mitigate the Risks6 min
Ethics Matters Part 1: Where is Your Ethical Line?6 min
Ethics Matters Part 2: Using Customer Data for CX6 min
Some Final Words From Michael1 min
10 lectures
Required Video: Value Proposition Canvas Explained by Alex Osterwalde10 min
Required Readings: Employee Journeys10 min
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10 min
Required Reading: How Business Partners Affect the CX with your Brand10 min
Required Reading: The biggest mistake companies make contracting market research10 min
Required Reading: Market Research Experts Reveal The #1 Biggest Mistake Companies Make When Contracting Out Market Research10 min
Required Reading: The misuse of data10 min
Required Reading: How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality10 min
Required Reading: Learn How Anecdotal Evidence Can Trick You!10 min
Recommended/Optional Readings10 min
1 exercice pour s'entraîner
Week 4
4.8
5 avisChevron Right

Meilleurs avis

par CMFeb 1st 2019

I recommend this course because there is a lot to learn with reading, experts and the host regarding customer experience CX and employee experience. Thank you!

par EJApr 8th 2019

Very insightful. The videos are short and simple while explaining important concepts in CX through the accumulation of simple ideas.

Enseignant

Avatar

Michael Thompson

Professor
Department of Human Sciences and Technology

À propos de IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

Foire Aux Questions

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