On Purpose

Delivering a Branded Customer Experience People Love
1. Auflage 2015
ISBN: 978-0-7494-7191-0
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 233 mm, Gewicht: 631 g

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

Autoren/Hrsg.

Smith, Shaun

Milligan, Andy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

• 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

Über Autor(innen)

Milligan, Andy
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.

Smith, Shaun
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.

Shaun Smith is founder and partner of the customer experience consultancy Smith+Co, working with leading brands. A thought leader on customer experience strategy, he has featured many times on CNBC's Ask the Expert. He is the co-author of Bold (Kogan Page), Uncommon Practice and Managing the Customer Experience. Andy Milligan is a leading consultant on brand culture. He has worked for almost 20 years advising major organizations on brand building, customer experience and internal culture. Andy appears regularly in the media. He is the author of Brand it Like Beckham and co-author of Bold (Kogan Page), Uncommon Practice and Don't Mess with the Logo.