Course overview
In the “CX Promise” course, participants will delve into the intricacies of crafting a compelling promise to the market, which serves as a cornerstone for any organization’s go-to-market enablement strategy.
This course will guide participants through the process of creating a clear and impactful statement that encapsulates an organization’s value proposition, vision, and commitment to its customers.
Learning outcomes
- Understanding the CX Promise
- Define the concept of a promise to the market and its significance in branding and marketing.
- Recognize the role of the CX Promise in the broader ‘Sell better: Go-to-market enablement strategy’.
- Exploring the CX Promise Canvas
- Identify the key components of the CX Promise canvas, including organization, ideal customer, problem, vision, job to be done, solution, value proposition, and CTA.
- Understand the interplay between these components and how they contribute to a cohesive promise.
- Crafting the Ideal Customer Profile
- Extract insights from the Market & Ideal Customer profile to describe the persona of the target audience.
- Understand the problems and pains faced by the ideal customer and the impact of these issues.
- Articulating Vision and Purpose
- Define the desired future state or action for the customer after experiencing the organization’s solution.
- Formulate a clear purpose statement based on insights from the Vision Canvas and Vision Clarity Statement.
- Defining the Job to Be Done
- Identify the functional, emotional, and social tasks that the organization undertakes to address the customer’s problem.
- Understand how these tasks align with the overall solution offered by the organization.
- Developing a Value Proposition
- Construct a compelling value proposition that resonates with the target audience’s pains and gains.
- Learn how to effectively communicate the benefits of the organization’s solution.
- Creating a Clear and Compelling CX Promise
- Use the Clarity Statement template to craft a concise and impactful CX Promise.
- Understand how to adapt and customize the statement to fit different organizational contexts and audiences.
- Analyzing Real-World Examples
- Examine the CX Promise crafted by Burke & Wills EV as a case study.
- Understand the practical implications of the promise and how it effectively communicates the brand’s value to its audience.
By the end of this course, participants will be equipped with the skills and knowledge to craft a compelling CX Promise that not only resonates with their target audience but also aligns seamlessly with their organization’s vision and values.
