Customer Experience Management: Brand Purpose & Employee Alignment

Customer Experience Management: Brand Purpose & Employee Alignment

The Expert Academy
Updated Feb 15, 2021

Design An Employee Experience That Sustains Success

About This Course

This course, Customer Experience Management: Brand Purpose & Employee Alignment, can be enjoyed as a stand-alone course and - for maximum benefits - taken as the third course in a three-course series entitled Customer Experience Management: Grow Your Business With A Purpose.

In this course, the focus on the importance of the employee experience and equips you with the tools you need to design an employee experience and culture that sustains success for your organisation. Experts Shaun Smith and Andy Milligan will share the findings and research from their best-selling book, On Purpose: Delivering A Branded Customer Experience People Love, and some of the techniques their company, Smith+Co, uses to help organisations become purposeful in the experience they deliver to customers. They use case studies to illustrate the concepts and then teach you how to apply these principles to your own situation using the tools and guides provided.

What Does It Mean To Be 'On Purpose'?

Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and intentional customer experiences; brands like Burberry, Zappos and Lego. In this rapidly changing world, it is vital for organisations to be agile and deliver customer experiences that differentiate them in the market place and continue to meet changing customer needs to sustain growth.

Who Is This Course For?

You've read the books, you've attended the conferences, you've listened to the podcasts and you may already be involved in some kind of branding or experience programme within your organisation. But perhaps things are moving a little too slowly, you're not creating alignment, there's disagreement about where to start, a lack of clarity about where to invest, confusion about how to deliver an experience across channels, the enthusiasm is waning, the strategy's uninspiring, or you are just not seeing the results you expected. Or perhaps you haven't even started yet and want to get it right the first time. If any of these descriptions resonate, this workshop is for you. This course will be of particular interest to HR professionals and leaders interested in creating a winning culture.

What Will You Learn On This Course?

There are three main things that strong brands do; They Stand Up for something that matters to customers, They Stand Out from their competitors and they Stand Firm by creating strong cultures that sustain them. This course will teach you how to design a distinctive employee experience. By the end of it, you will be able to map the employee journey, create a culture that supports your customer experience and know-how to recruit and train people that fit your brand DNA.

Your Instructors

Shaun Smith has been a leader in expanding management attention from the narrow focus on customer service to the wider, more strategic drive towards customer experience. He is the founder of Smith+Co the UK based customer experience consultancy that has helped organisations create compelling customer experiences that achieve brand differentiation and customer loyalty. Smith+Co has worked with clients in a number of industries including retail, hospitality, financial services, travel and technology to name a few and was selected as the UK's Management Consultants of the year 2020 by the FT based on independent research by Statista.

Shaun is co-author of five acclaimed business books. His latest book On Purpose explores how consumers are increasingly favouring brands that have a purpose beyond profit. Shaun has worked with senior executive teams in many sectors, spoken to audiences in 25 countries and appeared on CNN and CNBC. He is a former Fellow of the Professional Speakers Association and a Member of the Global Speakers Federation. Shaun is a recipient of the PSAE (Professional Speaking Award of Excellence).

Andy Milligan advises business leaders internationally on how a sense of purpose builds better business and how to align your brand strategy with your customer and employee experience. He has worked with clients in a wide range of sectors including consumer goods, technology, automotive, finance, aviation, construction and engineering, as well as sports and not-for-profits.

He is the co-founder of the award-winning strategic consultancy The Caffeine Partnership and an award-winning author of several best selling business books including Uncommon Practice, Brand It Like Beckham, BOLD and On Purpose. He has been a keynote speaker and workshop leader in Asia, USA and Europe, a regular contributor to BA's Business Life Magazine as well as appearing frequently on BBC and Sky News.