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Category Archives: Employee Experience

Customer Centricity has never been more important

By | customer centric marketing, Customer experience, Customer Insight, Employee Experience | No Comments
As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013.Customer Centric 1
Incite uses crowd sourcing to discuss with marketing and communication executives key marketing questions.
Customer centricity is starting to become a focus because of the social channels or the conversation is coming from customers or us. We are directing the conversation and so companies have no choice but to be transparent, customer facing, responsive and empathic. I would challenge that many marketers would not have gone this route if it wasn’t apparent that they had to. On the other hand I come at it from a customer centric mindset because it resonates with my value set.
It will be interesting those companies that give it a token gesture as part of their campaigns and those who have it as part of their DNA and more importantly how customers respond.

 Ncustomer_centric_maturityote on definitions of ‘customer-centricity

One could read these results as a more cautious reading of what ‘customer-centricity’ means for a corporate audience. The ideal espoused by Bob Thompson of Customer Think is of a ‘customer-inspired’ business, which

“Thinks deeply about what customers are trying to accomplish in their business and personal lives, and create new ways to add value before they ask”

But perhaps corporate practitioners’ understanding of ‘customer-centricity’ is lower down Thompson’s “Customer-Centric Pyramid” – at the ‘Customer-Driven’ phase:

Incite shares some brilliant interviews with different marketers.

Nicki Briggs is the Chief Marketing Officer at Chobani, the US-based Greek Yogurt company. –

“To be honest, no, we didn’t. It’s naturally a part of who we are. It’s not forced, it’s what we believe. It’s how we have always been.

One of the core principles in our company stems from the notion of ‘the golden rule’ – treating our consumers the way we want to be treated ourselves if we were buying that product.

But because my team is so closely linked to the consumer – through our visual engagement team and customer loyalty team, amongst others – we make sure that everything we’re saying is consistent with our DNA. And that it’s something that consumers can really get involved in.Everything we try to create is around being authentic and transparent like that.”

What steps have you taken to achieve that aim? What have you done to make L’Oreal more customer-centric?

Marc Speichert is the Chief Marketing Officer at L’Oreal USA. 

“We’ve done a lot of work around the path to purchase. We partnered with McKinsey, to help us rethink how consumers are actually approaching, and how they think about purchasing, beauty.

That led us to move from the traditional funnel metaphor to a more circular path to purchase. In this circular model, it all starts with consideration, then moves to evaluation, to purchase, and then to advocacy. Understanding when people move from one step to another, by each category, is very important for us.

Moving forward, we then use those learnings to think differently about our Go To Market strategies as we launch products.”

Claire Burns, Chief Customer Officer at MetLife
“My role at Metlife is leading a transformation – we’re trying to transform the company from a product-centric to a customer-centric organisation. It’s a huge change remit – in terms of transforming almost everything that we do to an outside-in perspective, from what today is very much inside-out. –

To get there, we’re doing a lot around gathering customer insights, both in terms of improving our existing experiences, and in terms of helping design new experiences for customers.

We’re also fixing a whole lot about today’s experience, and we’re making more consistent experiences across multiple products, markets, channels of communications, channels of interaction.

For us, we’re trying to stand out in terms of our brand promise as enabling and emboldening consumers, and to act in their financial interests, and what we’re finding is that all of our competitors are talking about scaring people. Scaring people into buying this product because it’s something they need, and what we’re trying to say is that this is in your control –  solutions to help you secure your financial future and realise your dreams.

We’re spinning this as ‘we’re giving you the tools, you can do this’. And to do that and to be successful in delivering that promise, we absolutely need to be customer-centric. We need to be absolutely simple, intuitive, easy to work with, and be providing these kinds of tools that help people feel that confidence – and that’s what we’re trying to do.”

– See more at: http://incitemc.com

– See more at: http://incitemc.com/new-internal-models-for-marketing-and-communications/#sthash.zxSJT229.dpuf

Employee culture is too important to leave to chance

By | Branding, Business marketing, customer centric marketing, Customer Insight, Employee Experience, Service Marketing, Small Business Marketing, Thoughtleadership and Content Marketing, Value Proposition, vision | No Comments

Your culture can make or break your brand but more importantly it can attract the right people who want to work for you and can helps people deliver their best work.

  • Culture HackHave you considered whether you are creating a purposeful culture?
  • Have you got a list of values that are active and don’t just consist of lip service?
  • Do you make decisions according to your values?
  • Do you hire and fire for values?
  • Do you have a personality to your company?
  • Is it important to create a company you love?
  • What are our shared beliefs?
  • Is making money your highest priority or do you have a higher motivation?
  • What is your global vision and local vision?

Whether we like it or not a culture will be created, so why not create it?

Isn’t it important to rally the troops around one goal?

Resources:

Spending more marketing dollars inside your company gives a better ROI

By | customer centric marketing, Customer experience, Customer Insight, Employee Experience, Small Business Marketing | No Comments

dreamstime_xs_184674A great article in Marketing Management magazine this month Lippincott a branding strategy company identifies some great insights around why marketing is getting harder because of our customers amplifying every little experience they have, good or bad online. There is no so many forums that is is hard for a small business or any business to control our brands. However, I agree with Marshall and Mayer in that if we and our employees are inspired to work on something that we believe in, and we focus on the “how and why ” it can be felt by our customers.

Marshall and Mayer talk of active your brand to go beyond just the message. Here are the key concepts around how to develop a brand internally and why doing these things can potentially give you a better ROI than spending on marketing tactics externally. An Australian company Atlassian is leading the charge on this front. In Dan’s Pink TedTalk on Motivation, Dan shares how Altassian  give employees the chance to work on anything that relates to our products, and deliver it during ShipIt Day, our 24-hour hackathon.

    “we give employees the chance to work on anything that relates to our products, and deliver it during ShipIt Day, our 24-hour hackathon. Been wanting to build that plugin, redesign that interface, or completely rethink that feature that’s been bugging you? You’ve got 24 hours…go!”
      Why do they do this?
    • Foster creativity – When there’s no rules, anything’s possible.
    • Scratch itches – Every employee has something that bugs them about our products, and ShipIt is the time to tackle it.
    • Get radical, dude – ShipIt gives a spotlight and traction to radical ideas that might not normally be prioritzed.
    • Have fun! – Traditions like ShipIt Day help make Atlassian a more fun place to work.

Dan Pink : The Puzzle of Motivation

  • Creating a movement – Employees are delivering the brand in their own way. When this has a shared sense of purpose that energies employees that creates a movement, not just a communication. This energy and excitement can be felt.
  • Inspiring Belief – Making a story that cements the brand value for employees. Can your employees articulate your core brand pillars? Marshall and Mayer say that the answer is less than 50%. The idea is to translate the brand into a story that is aspirational and more than about money. The story needs to be authentic, real. The story is an anchor point. What are the emotional touch points? Employees need to be empowered to open up the organisation to engage customers. Touch points can be the criteria for membership and send a signal about the brand values. Brand immersion programs like training, emotional content, team collaboration innovations, workspace etc. “Progressive marketers ask themselves if they have an internal culture that can sense what it feels like to be a customer and respond accordingly. Culture and brand gestures are becoming more united.” Marshall states
  • Great video from Madpow on creating a company culture.
  • Enabling ActionCollectively build a valuable customer experience vision. Customer experience mapping.Customer Adovocates. Messaging play books, style guides, branding guidelines. Incentives. Using new methodologies at work including ROWE – Results Only Work Environment. Dan Pink states “Autonomy, mastery and purpose, versus carrot and sticks. And who wins?Intrinsic motivation, autonomy, mastery and purpose, in a knockout.There is a mismatch between what science knows and what business does. And here is what science knows. One: Those 20th century rewards, those motivators we think are a natural part of business, do work, but only in a surprisingly narrow band of circumstances.Two: Those if-then rewards often destroy creativity. Three: The secret to high performance isn’t rewards and punishments, but that unseen intrinsic drive — the drive to do things for their own sake. The drive to do things cause they matter.”
  • Injecting Catalysts – Customer feedback, employee feedback, brainstorming, outside input, guest speakers, tools to collaborate, whiteboards, chat tools, open spaces.
  • Assessing your brand honestly – is your team energised by the collective mission? Are they involved? Can you articulate it clearly? Do you have a customer experience map? Do employees know how to act to deliver this customer experience? Can you “unstuck” and spur new action with feedback and other activities?

“Brand leaders can’t just set messaging strategy and measure it. They have to dive into the organization itself and address internal barriers to achieving that strategy.” Marshall

This authentic connection to the company’s vision and empowerment of staff to interpret that to create really special customer interactions that are truly memorable and worth shouting about!

Ready to take on the next step of developing your brand from the inside out. Click here.

Happy Employees, Happy Customers

By | Employee Experience, Small Business Marketing | No Comments

One of my objectives has always been to create a culture that is felt from the inside out. Providing a service is more than just getting great results it is also about the journey to get there. In fact I feel it is more important because a service based business is all about relationships. Creating an environment for your employees to be happy, showing them empathy, listening and adapting really does effect the culture and the customer experience.

This video from MadPow is an excellent example of how one company has taken pro-active steps to create and facilitate a culture that ultimately produces happier employees and customers.

Webinar Series: Building a Culture to Motivate and Inspire Creative Teams from Mad*Pow on Vimeo.

 

http://www.dreamstime.com/-image24692487

Do you design your employee experience? Have you ever surveyed them to see what they think about working for you? Want to learn more?

Click Here

Employee Culture is not part of the game, it is the game!

By | Customer experience, Employee Experience, Small Business Marketing | No Comments

We believe that to do really great marketing you have to deliver brilliant customer experiences. Your employees have

 such a big impact on how these experiences are delivered and felt by your customers and clients. I am sure you have experienced the person that just doesn’t want to serve you in a store or worse still are on their mobile phone instead if serving you. At the same time maybe you have experienced a friendly authentic atmosphere where everyone wants to be a work? Your culture is something that you can create, foster and change if you develop a clear strategy, values and metrics.

“I came to see in my time at IBM, that employee culture isn’t just part of the game, it is the game..”CEO Lou Gerstner

It is all part of your internal brand of knowing who you are and what you stand for. What is your collective personality? Employees know that they are experience creators and must embrace “your way of doing things”. I always hire for cultural fit, i.e values because skills can always be improved.

“ Your employees actions can make or break your brand. Building a strong culture goes beyond employee manuals, it is all about creating powerful experiences for your customers.”

  • It is about creating a vibe, teamwork and innovation
  • It is about Leadership, coaching talent and training
  • It is about employee and customer satisfaction

 I suppose this is where some of the magic comes from. When we commit to helping our employees be the best that they can be, they in turn commit to helping Microsoft be the best it can be. That’s why feedback is so valuable.” ROSE CLEMENTS MICROSOFT HR MANAGER.

Here is a video from Spotify and it helps to explain a bit about their culture
We offer a team workshop and workshop creating employee cultures. To bookSlideshare

Employee Culture Resources

http://humanresources.about.com/od/organizationalculture/a/culture.htm

Great place to work Survey

http://www.greatplacetowork.com/work_with_us/50_best_companies.php

Hewitt Awards

http://was2.hewitt.com/bestemployers/pages/index.htm

Better experience key ideas

http://sbinformation.about.com/cs/benefits/a/8uncommon.htm?nl=1

Murmur – from Cultureamp is a great survey tool that helps you discover what your employees are thinking

http://www.cultureamp.com

 

 

 

Creating a purpose driven organisation, why does your company exist?

By | Branding, customer centric marketing, Employee Experience, Small Business Marketing | No Comments

“Simply put the purpose driven concept is based on the principal that when given a purpose the employee desires to strive to do more for the company because they feel that they are a valued part of the company.  They are able to feel that they make a difference, and are more likely to look within themselves to make needed changes in order to serve their purpose within the company.”thereblogging states. Why does your company exist? If it is just to make money then you might be missing the point.

Here are some great purpose built companies:

DPR Construction We exist to build great things. We must be different from and more progressive than all other construction companies. We stand for something.”DPR

Wholefoods – Americas healthiest grocery store – We seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture.

Grill’d – We are bringing healthy back to burgers. We think a burger should contribute positively to your health and wellbeing by not only being good for you, but being made with wholesome natural ingredients sourced locally and prepared freshly for you once you place your order (and not before).

Tom’s Shoes – we’re in the business of changing lives. With every pair of shoes sold, Tom will give a new pair of shoes to a child in need. With their new sunglasses range they will donate from every sale sight to someone in need. One to One program.

How do your employees become advocates of your company?

How to they make others jealous about being able to work with you? What do Zappo’s, Google and Spotify – (Soundtrack your life with Spotify) all have in common. They have all connected their companies to a wider purpose outside of making a profit. With increased global awareness, and instant communication via the Internet, mobile phones, and text messaging, many employees are able to see or hear first hand how their company compares to other companies.  They can see within another company what the working environment is like, what benefits they are offering, and how management treats their employees. There are countless websites that bash companies and share details of bad business practices. This transparency has created a business need for companies to attract employees and customers with their business practices.

First why it is important?

Purpose Driven companies have a big advantage. According to Dan Pink one of the key resources is they have more engaged employees and thus more productive. ” I would argue that purpose-driven companies have a huge competitive advantage right now. Employees and customers are hungry for purpose. Yes, employees want jobs. Yes, customers want deals. But even in a recession, we want more than

that. We want to feel that our lives have a deeper meaning that goes beyond paychecks and discount shopping.” Rich Karlgaard explains in his article purpose Driven Leadership. We are seek meaning

Spotify especially when the basic needs are met. We are looking for our self actualisation needs to be met. We want to align themselves to those brands that represent something we believe in, or could believe in. People can’t buy into the idea of just making a profit, especially if it is not ethical or is creating in such a way that goes against their values.

Take for example, Spotify. CEO Daniel is passionate about making music available in a legal way that protects the artists. It is an easy concept to take on-board. Let’s face it, none of us want to rip off the music artists but we needed a way to hear the music before we bought it. Now we can do this on our mobile device. If we want it free of charge we have a few ads and if we are a hard core music fan we can choose a premium account. We can connect with our friends and see what they are into with the power of social media on Spotify.

Innovation becomes a big part of a purpose driven company. Everyone is so passionate about the company and what they stand for that people are keen and given the opportunity to contribute to the overarching purpose.

How to do it?

“This is the new era of a “PURPOSE DRIVEN” business world. Successful companies of the future will be finding new solutions that relate to our human concerns and considerations. Exceptional leadership will include words like, gratitude, loving leadership, acceptance, and intuitive vision and wisdom.  “Our work experience can be totally inspiring or it can be a “have to” experience in life. Tina Olivero explains.

1. Empower your employees. Make sure that they know their ideas, skills and thoughts are valued.

2. Create a purpose that is serving a greater good.

3. Build a company that you and your employees can be proud of.

4. Have a set of values that are inclusive and allow for collaboration

5. Have a clear vision and goals and do this process together

6. Build a strong relationship with the community and understand and consider the social implications of your decisions

7. Sponsor good ideas. Create a space for innovation, playing and inventing. Create an environment where it is safe to try new ideas.

I for one support those who support my ideology and values and that serve a wider purpose. Do you?

Resources:

Podcast on purpose driven company – Internet Business Mastery

Customer Centric Workshops

Bernadette Jiwa talks of the importance of your story.

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