Course Description

Mapping customer journeys and touchpoints by segment is the starting point for developing an effective customer engagement program to deliver brand promises. Objectives and metrics should be set for different types of engagement opportunities such as raising awareness during customer's initial research phase, increasing engagement and purchase intent during the consideration phase, maximizing conversion during the decision phase, and enhancing customer experience, satisfaction and advocacy during life time.

What you'll learn in this course?

• Assess effectiveness and relevance of telecoms provider's current approaches to branding and customer engagement

• Articulate key branding concepts and brand equity models

• Evaluate branding options for new products and services