Cover Image

On purpose : delivering a branded customer experience people love /

Bibliographic Details
Main Authors: Smith, Shaun (Author), Milligan, Andy (Author)
Corporate Author: Ebook Library
Format: eBook
Language:English
Published: London ; Philadelphia : Kogan Page, 2015.
Subjects:
Customer relations.
Relationship marketing.
Branding (Marketing)
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Machine generated contents note: Introduction
  • Part One Stand up
  • 01 Purpose-led by insight
  • The wrong kind of purpose
  • The right kind of purpose
  • Insight helps to keep purpose relevant
  • How purpose informs building your business
  • Gav Thompson
  • the visionary
  • 02 Purposeful leadership
  • It takes conviction
  • It is more about behaving in a purposeful way than 'doing good'
  • Stay true to your purpose as you grow
  • Purposeful leaders show the way
  • Purposeful leadership is about behaving, not saying
  • Part Two Stand out
  • 03 Infectious communication
  • Marketing should be a verb, not a noun
  • Tell a story that people care about
  • Bigger is not better
  • When infectious communication goes wrong
  • How do you engage in infectious communication?
  • How to use infectious communication
  • 04 Distinctive customer experience
  • Fix it or feature it
  • Create a multi-sensory experience
  • Drive innovation from a deep understanding of what target customers value
  • Reinventing your industry
  • Don't 'flat line' the customer experience
  • Best Western
  • 'Hotels with personality'
  • 05 Continuous innovation
  • Constantly innovate in both large and small ways
  • Drive innovation from a deep understanding of what target customers value
  • Ensure products, services and your people are distinctive and aligned with the brand purpose
  • Focus innovation on the things that make you different
  • Stand out
  • a summary
  • Part Three Stand firm
  • 06 Cult-like culture
  • 07 Distinctive employee experience
  • Turn your employees into fans
  • Hire for DNA not MBA
  • Engage and inspire your people to deliver your customer experience 'on purpose' through branded experience training
  • Motivation is a poorly understood concept
  • Motivating the greatest team on earth
  • 08 Experience measurement
  • The service profit chain: reloaded
  • The employee experience
  • 09 Never stand still
  • That Berber moment...
  • Get started and keep going
  • Never stand still
  • Nissan
  • Altro
  • 10 On Purpose profile
  • The On Purpose research findings
  • Eight practices common to all purpose-led brands
  • 11 How to implement
  • successfully
  • The seven deadly sins of CX
  • The CX Seven Step Guide: ENGAGE
  • The CX Seven Step Guide: INSIGHT
  • The CX Seven Step Guide: DEFINE
  • The CX Seven Step Guide: DESIGN
  • The CX Seven Step Guide: ALIGN
  • The CX Seven Step Guide: MEASURE
  • The CX Seven Step Guide: INNOVATE
  • 12 Putting the principles into action
  • Liberty Global Business Services
  • case study
  • Advice for other leaders
  • 13 Putting the principles into practice
  • Premier Inn
  • case study
  • Advice for other leaders
  • On purpose
  • the keynote presentation
  • The workshop leaders
  • Acknowledgements
  • Index .