Professional Development

Price includes full board accommodation and course materials.

Level: Masterclass

Key issues:

A strong vision sits at the heart of all great brands – and serves to guide, shape and align all they do as well as giving a common goal that unifies and engages people within the business. The delivery of promises made to customers can be hard – requiring strong management, leadership and change.

The purpose of this course:

The vision is articulated in the way brands ‘make their promise to customers’ but as we know delivery is the hard part of any promise. It requires inspirational and creative thought regarding areas such as processes, products/services, operations and the engagement of staff – people who really understand what the brand is about, feel part of it, understand their role and above all know how (and want) to delight customers.

Who this course is for:

Your chief concern is customer and market orientation; you are focused on ensuring organisation-wide commitment to – and delivery of – the brand promise. This course is not solely for senior marketers; any senior manager with strategic responsibility should attend because the underlying message of the course is that everybody has a role to play in delivering great customer experiences.

Benefits for your organisation:

It has long been accepted that customer loyalty and advocacy is highly profitable and therefore related to shareholder value, yet many organisations still fail to fully equip themselves to deliver the sort of consistent customer experience often required to create loyalty. Brand Masterclass will ensure consistent delivery of your brand promise throughout the customer journey, building trust, loyalty and advocacy with customers and being able to measure progress and impact.

Benefits for you as an individual:

You will leave this programme with a defined approach to internal brand engagement and alignment for your own organisation. You will be able to utilise your renewed confidence and the given techniques to gain not only top-team buy-in, but also involvement.

You will learn how to:

• Demonstrate a business justification for starting the brand on the inside
• Gain senior management buy-in, and get them involved as ambassadors
• Approach internal brand engagement and alignment in your organisation
• Change organisational behaviours – get the brand lived throughout the business
• Change organisational processes – from customer communications to how you recruit, interview and appraise
• Demonstrate a difference – measure progress, success and ROI

Course content:

• Understanding the customer journey
• The benefits of building a brand
• Understanding customer loyalty and advocacy
• Developing skills and techniques for internal brand engagement
• Identifying and changing organisational behaviour and processes to support the customer experience
• Engaging with customers and delivering the experience
• Delivering a consistent service that meets the brand promise
• Building trust, loyalty and advocacy
• Measuring progress and impact
• Understanding econometrics (state of the art marketing measurement)
• Preparing and presenting marketing metrics presentations

Pre and post learning support:

Free one hour of telephone support for any work initiatives arising from the course

To take away from the course:

• A toolkit of models for delivering great customer experiences
• One hours free telephone support for any planned initiatives
• Textbook on Starbucks customer experience delivery

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework