Efnisyfirlit

• Contents
• Introduction
• Part One Stand up
• Chapter One Purpose driven
• The wrong kind of purpose
• The right kind of purpose
• Insight helps to keep purpose relevant
• How purpose informs building your brand and your business
• giffgaff – a purpose-driven company
• Chapter Two Purposeful leadership
• It takes conviction
• It is more about behaving in a purposeful way than ‘doing good’
• Stay true to your purpose as you grow
• Purposeful leaders show the way
• Purposeful leadership is about behaving, not saying
• Part Two Stand out
• Chapter Three Infectious communication
• Marketing should be a verb, not a noun
• Tell a story that people care about
• Bigger is not better
• When infectious communication goes wrong
• How do you engage in infectious communication?
• How to use infectious communication
• Chapter Four Distinctive customer experience
• Fix it or feature it
• Create a multi-sensory experience
• Involve your customers in improving the experience
• Reinventing your industry
• Don’t ‘flat line’ the customer experience
• Best Western – ‘Hotels with personality’
• Chapter Five Continuous innovation
• Constantly innovate in both large and small ways
• Drive innovation from a deep understanding of what target customers value
• Use your purpose to drive growth
• Focus innovation on the things that make you different
• Stand out – a summary
• Part Three Stand firm
• Chapter Six Cult-like culture
• Creating the purposeful organization
• Chapter Seven Distinctive employee experience
• Turn your employees into fans
• Hire for DNA not MBA
• Engage and inspire your people to deliver your customer experience ‘on purpose’ through branded
• Motivation is a poorly understood concept
• Motivating the greatest team on earth
• Chapter Eight Experience measurement
• The service profit chain: reloaded
• Putting it together
• Chapter Nine Never stand still
• That Berber moment…
• Get started and keep going
• IKEA
• Nissan
• Altro
• Chapter Ten On Purpose profile
• The On Purpose research findings
• Eight practices common to all purpose-led brands
• Chapter Eleven How to implement – successfully
• The seven deadly sins of customer experience (CX)
• The CX Seven Step Guide ENGAGE
• The CX Seven Step Guide INSIGHT
• The CX Seven Step Guide DEFINE
• The CX Seven Step Guide DESIGN
• The CX Seven Step Guide ALIGN
• The CX Seven Step Guide MEASURE
• The CX Seven Step Guide INNOVATE
• Chapter Twelve Putting the principles into practice
• Liberty Global Business Services – case study
• Advice for other leaders
• Premier Inn – case study
• Advice for other leaders
• On purpose – multichannel
• The authors
• Acknowledgements
• Index