Creating Employee Passion for the Brand and the Customer
•
1 j'aime•225 vues
Creating Employee Passion for the Brand and the Customer
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Creating Employee Passion for the Brand and the Customer
Similaire à Creating Employee Passion for the Brand and the Customer (20)
Plus de Russell Cummings
Plus de Russell Cummings (20)
Dernier
Dernier (20)
Creating Employee Passion for the Brand and the Customer
- 1. Creating Employee Passion for Brand and for Customer Jim Parry 11/12/2014
- 2. Why is passion for brand and customer important? ‘If we don’t take care of our customers, somebody else will’ Unknown
- 3. Customers have great experience & return Experience delivered by passionate employees Employees operate in effective culture Culture created by leaders living the brand Brand grounded in people and customer
- 4. Benefits of creating Customer and Brand Passion
- 5. The Toolbox • Vision – Where you want to be • Values – What you stand for • Sustainable Competitive Advantage – How you will win • Brand Positioning – Your connection with customers
- 7. Zappos Core Values Zappos Family Core Values As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our business strategies. These are the ten core values that we live by: • Deliver WOW Through Service • Embrace and Drive Change • Create Fun and A Little Weirdness • Be Adventurous, Creative, and Open-Minded • Pursue Growth and Learning • Build Open and Honest Relationships With Communication • Build a Positive Team and Family Spirit • Do More With Less • Be Passionate and Determined • Be Humble
- 8. What’s Your Organisation’s Why?’ Why How What Make consumer electronics Innovation for customer Change the status quo
- 9. Brand Positioning Determining Shared Value Your Product or Service • Is for: _______ • Who want to:__________ • It provides: ___________ • That offers:____________ • Allowing you to:_________ • And you believe this because:__ Target Consumer Job/Desired Outcome Functional benefit Point of Differentiation Higher order benefit/emotional connection Reason to believe or claim support
- 10. Brand Positioning Determining Shared Value (illustrative) Nature Valley • Is for: the aspirational outdoor person • Who want to: be outside, enjoying nature • It provides: a healthy snack • That offers: natural nutricion without any preservatives • Allowing you to: connect with nature • And you believe this because: of Nature Valley’s long history of embracing the outdoors and outdoor sports Target Consumer Job/Desired Outcome Functional benefit Point of Differentiation Higher order benefit/emotional connection Reason to believe or claim support
- 11. Exercise Think about your organisation’s brand or a particular product brand you work on. Consider what your shared value might be.
- 12. Engaging Employees Harnessing creativity Everybody has a POV - Empower them The Value Chain – who is involved? - Build and lead creative forums - Create the cause Story Telling - Brand/customer folklore
- 13. A Customer Mentality • Create visible personas – How they live and make purchase decisions – Align activity around customer – Meetings/Planning – Tell the stories
- 14. Customer persona (real if poss) Name Age/Location/Professi on What are her important needs? Characteristics (Describe this Person) How do we meet her needs? How does she use our product/service?
- 15. Barriers to creating passionate employees for the brand and for the customer • Change fatigue • Inconsistency • Lack of employee engagement • Lack of clear vision and values “Children imitate their parents, employees their managers.” ― Amit Kalantri
- 16. Achieving lasting employee passion for customer and brand Employee Engagement Small Changes Consistency • Perceived Control • Perceived Progress • Connectedness • Create belief in the Company’s Vision or Meaning • Avoid change fatigue • Maintain clarity on org and individual objectives • Use positive attributes as foundation • Maintain momentum • Avoid ‘boomerang effect’ i.e. when leaders stop and change focus • Strategic driver
- 17. Exercise: Score Your Now & Where Employee Engagement Small Changes Consistency Now Where Now Where Now Where
- 18. The One Page Plan
- 19. Summary: 6 Key principles for leaders 1. Be clear on the brand vision, positioning, values, your customers and the SCA 2. Don’t be shy, be visible and accessible to both customer and staff – live the brand 3. Empower your people, access their creativity to deliver the brand promise to the customer 4. Determine gaps in the customer experience delivery and improve 5. Celebrate the importance of customer and tell the stories 6. Create visible crusades for customer