Hi, welcome back.
In the last module,
we discussed about how to develop compelling customer experiences, but
we never talked about how to deliver them from an organizational standpoint.
The focus of this module is to learn how you can equip and
engage employees to deliver the customer experience.
Beyond the obvious, the brand the customer experiences
are more efficient in delivering business results.
Research done in various geographies indicates that having engaged employees
means that their performance is at least 20%
higher than those who are averagely engaged.
Their retention rate is significantly higher and
they achieve scores of customer loyalty which are twice the level
of companies with average employee engagement levels.
So, how do you achieve this?
Through a brand engagement program.
That is, a conceptual framework around which we develop
a particular form of connection between employees and the brand.
The brand engagement program works at three levels.
At the rational level, because we need employees to understand what is
the essence and the values of the brand so they can guide their business decisions.
For example, at Virgin, they develop a brand values video which shows
how to apply that brand value in each touch point.
Second, at a behavioral level, because we need them to
have the tools that help them apply the brand at each assigned touch point.
For example, a conglomerate, we develop a checklist that they could
use every time they were making a decision that involve customer-facing touch points,
but what, in our experience, is most important in generating actual change,
is to convince them at an emotional level,
because by providing a meaningful purpose of they can relate to.
For example, a consumer goods company in the division of prepared foods
was having difficulty in delivering their brand promise because most of their
team had lost enthusiasm and creativity.
Luis Rodriguez BaptistaProfessor
