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On Purpose

Delivering a Branded Customer Experience People Love

Define your business purpose and deliver multi-channel customer experiences to go beyond expectations and drive profitable growth.
EAN: 9780749471910
Edition: 1
Format: 235x155
288 pages

About the book

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
- Liberty Global Business Services
- London 2012 Olympics
- Lush
- Nissan
- O2
- Timpson
- Zappos

About the authors

Shaun Smith

Shaun Smith is founder and partner in the customer experience consultancy Smith+Co which works with leading brands around the world. A thought leader on the subject of customer experience strategy, he has featured many times on CNBC's Ask The Expert programme and together with Andy Milligan is the co-author of the best-selling Uncommon Practice (published by Kogan Page) and author of Managing the Customer Experience.

More about Shaun Smith

Andy Milligan

Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham.

More about Andy Milligan

To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey.

Patrick Dempsey OBE, former Managing Director of Whitbread Hotels & Restaurants