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On purpose: delivering a branded customer experience people love

On purpose: delivering a branded customer experience people love

Smith, Shaun, author; Milligan, Andy, author

"With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter"-- Provided by publisher. "Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - Lego - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos"-- Provided by publisher

eBook, Electronic resource, Book. English. Electronic books.
Published London ; Philadelphia : Kogan Page 2015
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Details

Statement of responsibility: Shaun Smith, Andy Milligan
ISBN: 0749471921, 9780749471910, 9780749471927
Note: Includes bibliographical references and index.
Note: Print version record.
Note: Includes index.
Physical Description: 1 online resource
Subject: Customer Services.; Public Relations.; BUSINESS & ECONOMICS Management Science.; Customer relations.; BUSINESS & ECONOMICS Management.; BUSINESS & ECONOMICS Marketing General.; Relationship marketing.; BUSINESS & ECONOMICS Industrial Management.; BUSINESS & ECONOMICS Customer Relations.; BUSINESS & ECONOMICS Organizational Behavior.; Branding (Marketing)
Local note: eBooks on EBSCOhost EBSCO eBooks for FE Collection (UK)

Contents

  1. Machine generated contents note: Introduction
  2. Part One Stand up
  3. 01 Purpose-led by insight
  4. The wrong kind of purpose
  5. The right kind of purpose
  6. Insight helps to keep purpose relevant
  7. How purpose informs building your business
  8. Gav Thompson
  9. the visionary
  10. 02 Purposeful leadership
  11. It takes conviction
  12. It is more about behaving in a purposeful way than 'doing good'
  13. Stay true to your purpose as you grow
  14. Purposeful leaders show the way
  15. Purposeful leadership is about behaving, not saying
  16. Part Two Stand out
  17. 03 Infectious communication
  18. Marketing should be a verb, not a noun
  19. Tell a story that people care about
  20. Bigger is not better
  21. When infectious communication goes wrong
  22. How do you engage in infectious communication?
  23. How to use infectious communication
  24. 04 Distinctive customer experience
  25. Fix it or feature it
  26. Create a multi-sensory experience
  27. Drive innovation from a deep understanding of what target customers value
  28. Reinventing your industry
  29. Don't 'flat line' the customer experience
  30. Best Western
  31. 'Hotels with personality'
  32. 05 Continuous innovation
  33. Constantly innovate in both large and small ways
  34. Drive innovation from a deep understanding of what target customers value
  35. Ensure products, services and your people are distinctive and aligned with the brand purpose
  36. Focus innovation on the things that make you different
  37. Stand out
  38. a summary
  39. Part Three Stand firm
  40. 06 Cult-like culture
  41. 07 Distinctive employee experience
  42. Turn your employees into fans
  43. Hire for DNA not MBA
  44. Engage and inspire your people to deliver your customer experience 'on purpose' through branded experience training
  45. Motivation is a poorly understood concept
  46. Motivating the greatest team on earth
  47. 08 Experience measurement
  48. The service profit chain: reloaded
  49. The employee experience
  50. 09 Never stand still
  51. That Berber moment ...
  52. Get started and keep going
  53. Never stand still
  54. Nissan
  55. Altro
  56. 10 On Purpose profile
  57. The On Purpose research findings
  58. Eight practices common to all purpose-led brands
  59. 11 How to implement
  60. successfully
  61. The seven deadly sins of CX
  62. The CX Seven Step Guide: ENGAGE
  63. The CX Seven Step Guide: INSIGHT
  64. The CX Seven Step Guide: DEFINE
  65. The CX Seven Step Guide: DESIGN
  66. The CX Seven Step Guide: ALIGN
  67. The CX Seven Step Guide: MEASURE
  68. The CX Seven Step Guide: INNOVATE
  69. 12 Putting the principles into action
  70. Liberty Global Business Services
  71. case study
  72. Advice for other leaders
  73. 13 Putting the principles into practice
  74. Premier Inn
  75. case study
  76. Advice for other leaders
  77. On purpose
  78. the keynote presentation
  79. The workshop leaders
  80. Acknowledgements
  81. Index.