B2C Brand Connection and Customer Value
2 Weeks
·Cohort-based Course
There are thirty (30) unique ways in which to deliver Customer Value in a B2C relationship. Why focus on a single Brand Promise?
B2C Brand Connection and Customer Value
2 Weeks
·Cohort-based Course
There are thirty (30) unique ways in which to deliver Customer Value in a B2C relationship. Why focus on a single Brand Promise?
Course overview
Discover diferent ways to create an emotional connection to the brand
Learn a about the thirty (30) unique elements of customer value (functional, emotional, aspirational) in a B2C relationship. How to help your organization assess and identify opportunities to enhance customer value to drive growth and retention.
Who is this course for
01
The CMO seeking to align their brand around customer value and experience
02
The Brand Manager seeking to differentiate their brand in the eyes of their targeted consumer
03
The Digital Marketer looking to better tailor marketing messages and content to their targeted consumer
04
The CX or Customer Success Manager looking to understand the experiential outcomes to focus on delivering across the customer journey.
What you’ll get out of this course
Your Brand Promise is NOT enough
Your brand promise is important, however, it is not enough. There are thirty (30) unique elements of customer value that can be delivered in a B2C relationship.
Introduction to Business Model Canvas
Strategizer's Business Model Canvas is a simply framework to look at and understand how any organization creates, delivers, and captures value.
The Hierarchy of Customer Value
Customer Value is multi-dimentional (functional, emotional, aspirational) and hierarchical. Create a stronger brand connection with customers requires that you deliver higher-order value propositions (more emotional and aspirational).
Customer Value Proposition Assessment
Every brand needs to identify which of the thirty (30) unique customer value propositions are most critical to its target consumers. However, it's not simply stating them. Your customers must experience them.
Enhancing your B2C Value Proposition
Once you've identified the opportunities (pains or gains) to improve your customer value proposition it's important to identify ways in which you might improve it or execute on it with greater consistency.
Bringing it Back to Your Organization
Improving your overall brand experience requires transformation within your organization. Awareness is simply the starting point. You must create the Desire to change, the Knowledge for how to do it, empower people with the Abilty to do it and continually Reinforce it.
B2C Brand Connection and Customer Value
What clients have said about leveraging this Customer Value framework
Brian Li
Jackie Poriadjian
Meet your instructor
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.
He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.
He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.
Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.
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B2C Brand Connection and Customer Value
Course syllabus
01
Introduction and Course Overview
Introduction and course overview explaining how to go about making your Brand Promise be realized:
- Course Goals and Objectives
- Using the Business Model Canvas framework
- Your Brand Promise isn't enough
- How to leverage the Value Proposition Canvas
- Thinking about Brand Experience Management
02
Brand Love and Connection
Brand Connection falls on a spectrum from unknown, to indiffent, to like it, to love it, to beloved.
- The spectrum of connection with a brand
- Why do certain brands stand-out to you?
- What to customers feel about your brand?
- What are ways to create a stronger emotional connection?
03
Customer Value Proposition Assessment
Identifying and assessing your customer value proposition leveraging the B2C Elements of Value framework:
- Customer Value Segmentation
- The hierarchy of Customer Value (functional, emotional, aspirational)
- Functional Value identification and assessment
- Emotional Value identification and assessment
- Aspirational Value identification and assessment
04
Creating a better Brand Experience
Excersises to rank and prioritize opportunities to improve value, identify ways to build more emotional connection to the brand:
- Value Proposition Framework
- Tailoring prioritized customer value statements
- Identifying pain relievers and gain creators related to different customer value propositions
- Prioritizing & ranking CX improvement opportunities
05
Engaging the Broader Organization
Identifying strategies and tactics for engaging the broader organization in the change:
- Creating awareness of the need to change
- Transitioning from awareness to desire to support the change
- Establishing the knowledge required for how to change
- Fostering the ability to make change happen
- Reinforcing it to make the change stick
Course schedule
90 to 120 minutes per Session
Three Sessions
Course sessions designed to teach students different CX frameworks and tools to identify and evaluate brand experience.
Enrollment in July/August Timeframe
Looking to open enrollment sometime in July 2023 with the course being offered in August 2023.
Class Exercises plus Homework
Course sessions will include some pre-reads, individual and group exercises during class, and some homework.
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you