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.