Course Overview

Are you struggling to clearly define what your brand stands for? Do your customer experience initiatives lack impact or direction? Are you trying to engage your leadership team around a common purpose but finding it hard to build momentum? If so, this course is for you.

In this rapidly changing world, organisations need to be agile and deliver customer experiences that differentiate them in the marketplace and continue to meet changing customer needs to sustain growth.

This Customer Experience course series will show you how to define and lead with a meaningful brand purpose - one that not only inspires your team but also differentiates your brand and strengthens customer loyalty. 

This highly engaging three-course series comprises three stand-alone courses that focus on the key areas of Leadership, Customer Loyalty and Employee Alignment:

1. Customer Experience Management: Brand Purpose And Leadership
2. Customer Experience Management: Brand Promise And Customer Loyalty
3. Customer Experience Management: Brand Purpose And Employee Alignment

You’ll explore the eight practices that set purposeful brands apart and learn how to apply them within your own organisation to create an intentional, emotionally resonant experience. You’ll discover the three types of brand purpose and how to create one that is economically valuable and emotionally compelling. You’ll learn the five key tests for developing a great purpose, the common mistakes that sabotage customer experience initiatives and how to use customer insight as the starting point for transformation. The course also explores the leadership behaviours required to embed purpose, from storytelling to energy management and customer listening. 

We'll 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. Each module includes practical tasks, reflection points and downloadable tools, including the On Purpose Self-Assessment Workbook. These resources help you assess where your brand stands today, identify areas for improvement and define clear next steps. 

By the end of this three-course programme, you’ll be able to define a clear brand purpose, align your leadership around it and articulate it persuasively. You'll be able to design a distinctive brand promise that will differentiate your brand and embed it into your customer and employee experience. Lastly, you'll understand how to recruit people who fit your brand DNA and create a culture that supports your brand purpose and customer experience.

If you're ready to lead with clarity, create a customer experience people love and grow your business with purpose, then enrol now and take the first step!

What You Will Learn

• Align the organisation behind a customer-focused purpose
• Define a genuinely differentiating brand promise
• Deliver a customer experience that is dramatically different and drives customer advocacy
• Create an employee experience that is as distinctive as the customer experience
• Measure and sustain the experience to generate a positive ROI
• Use social media and digital marketing to create a community of brand fans

Who Is The Course For?

• Marketing and customer experience leaders responsible for brand strategy.
• Senior executives and leadership teams looking to define or refine their brand purpose.
• Professionals involved in customer experience, brand alignment or employee engagement.
• Organisations struggling to differentiate through customer experience or drive meaningful loyalty.