On Purpose: Delivering a Branded Customer Experience People Love

Shaun Smith, Andy Milligan

Kogan Page Publishers, Nov 3, 2015 - Business & Economics - 288 pages

Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels.

Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including:

- Altro
- Barclays Bank
- Best Western
- citizenM
- IKEA
- LEGO
- Liberty Global Business Services
- London 2012 Olympics
- Lush
- Nissan
- O2
- Timpson
- Zappos

Contents

• Part One Stand up: 17
• Part Two Stand out: 55
• Part Three Stand firm: 131
• On purpose multichannel: 270
• The authors: 271
• Acknowledgements: 273
• Index: 274

About the author

Shaun Smith is founder and partner of the customer experience consultancy Smith+Co, working with leading brands. A thought leader on customer experience strategy, he has featured many times on CNBC's Ask the Expert. He is the co-author of Bold (Kogan Page), Uncommon Practice and Managing the Customer Experience.

Andy Milligan is a leading consultant on brand culture. He has worked for almost 20 years advising major organizations on brand building, customer experience and internal culture. Andy appears regularly in the media. He is the author of Brand it Like Beckham and co-author of Bold (Kogan Page), Uncommon Practice and Don't Mess with the Logo.

Bibliographic information

• Title: On Purpose: Delivering a Branded Customer Experience People Love
• Authors: Shaun Smith, Andy Milligan
• Edition: reprint
• Publisher: Kogan Page Publishers, 2015
• ISBN: 0749471921, 9780749471927
• Length: 288 pages
• Subjects: Business & Economics / Customer Relations; Business & Economics / Management; Business & Economics / Marketing / General; Business & Economics / Public Relations; Business & Economics / Sales & Selling / General