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On purpose :delivering a branded cus...

Milligan, Andy.

On purpose :delivering a branded customer experience people love /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	On purpose :Shaun Smith, Andy Milligan.
Reminder of title:	delivering a branded customer experience people love /
Author:	Smith, Shaun.
other author:	Milligan, Andy.
Published:	London ;Kogan Page,2015.
Description:	vii, 278 p. :col. ill. ;24 cm.
Subject:	Customer relations.
ISBN:	9780749471910 (pbk.) :

On purpose :delivering a branded customer experience people love /
Smith, Shaun.

On purpose :delivering a branded customer experience people love /Shaun Smith, Andy Milligan. - London ;Kogan Page,2015. - vii, 278 p. :col. ill. ;24 cm.

Includes bibliographical references and index.

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 .

ISBN: 9780749471910 (pbk.) :NT$769

LCCN: 2015031282Subjects--Topical Terms:

202164
Customer relations.

LC Class. No.: HF5415.5 / S659 2015

Dewey Class. No.: 658.8/12

On purpose :delivering a branded customer experience people love /
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020 $z 9780749471927 (ebk.)
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100 1 $a Smith, Shaun. $3 736078
245 1 0 $a On purpose : $b delivering a branded customer experience people love / $c Shaun Smith, Andy Milligan.
260 $a London ; $a Philadelphia : $b Kogan Page, $c 2015.
300 $a vii, 278 p. : $b col. ill. ; $c 24 cm.
504 $a Includes bibliographical references and index.
505 8 $a 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 .
650 0 $a Customer relations. $3 202164
650 0 $a Relationship marketing. $3 187343
650 0 $a Branding (Marketing) $3 266407
700 1 $a Milligan, Andy. $3 736079