Overcoming Conflict between Branding & Customer Experience Initiatives
Do you know how branding and customer experience projects can compliment each other? Join us and Professor Michael Thompson to find out!
Brand initiatives typically emphasize the way the company wants to project itself to customers. Good CX projects, however, take the opposite perspective – defining touch points from the customers’ perspective. While often managed by different profiles, these two approaches could and should inform and complement the other. This presentation will explore the complementarity between the two initiative types and describe opportunities for collaboratively building great Customer Experiences.
Professor, Master in Customer Experience & Innovation
Michael has more than 25 years of experience building and leading Product Management, UX Research and Design teams in a wide range of industries and companies including Apple, Business Objects, SAP and Telefonica. He is also a professor in Madrid at the Master in Customer Experience & Innovation (IE School of Human Sciences & Technology)