On Purpose: Delivering a Branded Customer Experience People Love

ISBN-13: 9780749471910 / Angielski / Miękka / 2015 / 288 str.

Shaun Smith; Andy Milligan; Janine Dyer

Opis

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.

Recenzje

"To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey." Patrick Dempsey OBE, former Managing Director of Whitbread Hotels & Restaurants

Spis treści

• Section - ONE: Stand Up;
• • Chapter - 01: Purpose Driven;
  • Chapter - 02: Purposeful Leadership;
• Section - TWO: Stand Out;
• • Chapter - 03: Infectious Communication;
  • Chapter - 04: Distinctive Customer Experience;
  • Chapter - 05: Continuous Innovation;
• Section - THREE: Stand Firm;
• • Chapter - 06: Cult-Like Culture;
  • Chapter - 07: Distinctive Employee Experience;
  • Chapter - 08: Experience Measurement;
  • Chapter - 09: Never Stand Still;
  • Chapter - 10: On Purpose Profile;
  • Chapter - 11: How to Implement - Successfully;
  • Chapter - 12: Putting the Principles into Practice

O autorze

Shaun Smith is founder and partner in the customer experience consultancy Smith+Co which works with leading brands around the world. A thought leader on the subject of customer experience strategy, he has featured many times on CNBC's Ask The Expert programme and together with Andy Milligan is the co-author of the best-selling Uncommon Practice (published by Kogan Page) and author of Managing the Customer Experience. Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham.