Customer Experience starts with the employee experience, but changing the employee experience can be very difficult. Most change methods are still based on an outdated top-down rational view of organizational change. How can we rewire organizational DNA to create great customer experiences? How can we shift the hearts, minds and behaviors of every employee? These are the questions we're wresting with as we rethink our approach to employee experience. Our new strategy is centered on an employee community of peers that we are promoting through internal content marketing. It might be working. Presented at CXPA Members Insight Exchange.
12. as has our understanding of what really drives behavior
(hint… we’re nothing like Spock)
Rational, System 2
based on satisfaction
what does this do?
how much does it cost (time, money, effort)?
how does it compare?
what are the features?
are the tools available?
are the applications easy to work with and efficient?
is the information I need available?
13. we’re profoundly social creatures who make decisions
with emotion and rationalize them after the fact
EMOTIONAL, System 1
based on trust
how does this make me feel?
how will it affect me?
how will this affect my status?
what are other people doing?
does it provide meaning or pleasure?
what if something goes wrong?
14. it’s time for our approach to change to evolve as well
15. We need a new mental model for
understanding how change happens that
reflects network dynamics and may
stretch our imagination, like airplanes
with propellers and wings must have
done to the imaginations of people at
the turn of the 20th century.
~Catalyzing Networks for Social Change
22. To create new forms of interaction between brands,
people, technology, and culture, we need to understand
a product’s and brand’s ability to open up a rich
narrative space where people can enter as
protagonists, not just consumers. We need to think
about people as protagonists in a narrative that brand
and product can help inspire and co-prototype, rather
than treating people as consumers of brand and
product meaning.
~Wojtek Szumowski
26. to achieve deep change, we must shift
meaning in the organizational culture
culture is made of stories & memes
stories are founded on assumptions
interventions in stories can shift
assumptions – and contest dominant
culture – to help achieve deep change
story based strategy
27. Doesn’t that sound neat, to implement a
story, rather than implement a plan? I
don’t know about you but I get tired of
implementing plans. Plans always feel like
they keep you in a box. A story is
something else. It’s pulsing. It’s breathing.
It’s alive!
Madelyn Blair
28.
29. whatis our vision&
theory of change
______________
cultureis made of
stories & memes
network change model
story based strategy
where willwe play?
______________
culture
community managers
connect & empower
howwillwe succeed?
______________
heroes & architects
cultivate networks
ignite stories
what capabilities
______________
community building
content marketing
storytelling
selling
technology as
facilitator
30. You can create volume. Or perfection. Not
both.
Contradiction is that the more you create, the
more chance you have of approaching
perfection.
by nanda_uforians flickr
the only way I can get anything written at
all is to write really, really
shitty first drafts
– Anne Lamott
37. How you get to the customer is as
important, if not more, than
whatyou get to the customer.
Existing mediums provide wrong
context for innovative products.
~growthhacker
38.
39. war for talent will
become the war of
relationship marketing
talent
teams will
work like
sales teams
talent
professionals will
be marketing
leaders
digital talent
communities
will emerge
what recruiting will look like in 10 years
42. Technology is culture; it is not something separate; it
is no longer “I.T.”; we cannot choose to have it or not.
It just is, like air… It is becoming the medium for a
government’s relationship with their citizens.
Dan Hill
by laszlo-photo flickr
43. [Obama won by] converting everyday
people into engaged and empowered
volunteers, donors, and advocates social
networks, email advocacy, text messaging,
and online video.
Edelman Associates
44.
45. Consider this in a social business
context: simply by introducing social
tools that increase the clustering
effect of existing social
networks, behavioral change
will become more likely. To the
extent that the social tools amplify
other emotions or perspectives… these
factors can play together to have a very
large impact on business operations.
stowe boyd
46. experiment with approach scaling impact, and creating a new
network-centric ecology of social problem solving in the process.
our
medium
66. how to
contests
guess who’s
missing from the
fantastic 5?
name
dropping
teasers
surprising impact of
language on perception of
satisfaction & effort
how we measure
up against our
competitors
social support
create content that resonates
86. Where a fragile package
would be stamped with ‘do
not mishandle,’ an anti-
fragile package would be
stamped ‘please mishandle.’
Anti-fragile things get
better with each
(non-fatal) failure.
Nassim Nicholas Taleb
90. storybasedstrategy.org
The key to galvanizing your audience
with a good story is to make listeners feel
that they can be heroic. When good
salespeople prospect and pitch, they must be
alert to the stories running through their
customers’ minds. What is their internal hero
story? What do they wish to achieve through
this sale? Whom do they wish to impress?
What kind of person do they hope this sale
will help them become?
The Art of the Sale,, Philip Delves Broughton
evolve our storytelling
102. 1. identify your cause
2. recruit a small tribe to help you get started
3. define your narrative
4. actively design and build the community
5. spread the word, grow the network
6. experiment, learn, adapt
get started with community centric change
103. A person having a
nightmare can do many
things in his dream –
run, hide, fight, scream,
jump off a cliff, etc. –
but not change from any
one of these behaviors to
another would ever
terminate that
nightmare… The only way
out of a dream involves a
change from dreaming to
waking.
~Paul Watzlawick et al., CHANGE
104. insight selling content marketing
story based strategy art of storytelling catalyze networks
narrative