Across every industry, customers report increasingly negative
interactions with employees, resulting in widespread defection. In
fact, in a recent study, 68 percent of Americans claimed to defect from
a company due to a poor interaction with an indifferent employee. True
customer engagement starts with a deep understanding of both customer
and employee experiences. Enabling employees to deliver against your
brand promise, and motivating them to do so, is the next step to
positively impacting your bottom line. Value is created when an
employee interacts with a customer. Successful brand engagement
programs aim to inspire, educate, and enable employees to deliver the brand in their day-to-day roles. They shift the brand to the center of the
organization, where it becomes the focus of everything the company and
its employees think about and do. With this new mindset, the brand becomes
not only a medium of communication with the outside world, but also a
driver of internal "on-brand" choices and decisions. The result is a
transformation in the way business is conducted throughout an
organization, and more importantly, the delivery of a differentiated
customer experience.
Effective consumer messages:
Differentiate: Convey a brand promise that clearly sets the company's products or
services apart from its competitors'. This promise includes an
emotional component that customers understand.
Excite and Activate: Convey a
compelling message that will overcome consumer inertia, perceived risk,
and "switching cost" barriers.
Connect: Establish or reinforce an emotional connection with target customers.
This serves as the foundation for an enduring customer relationship.
Companies
successfully
acquire and retain customers when they communicate
compelling and differentiating brand promises-promises that the
company can deliver at all customer touchpoints. Companies must align
their activities and performance to turn transactions into enduring
relationships. Companies that
consistently reinforce a brand promise
with performance-or a customer's expectations with great
experiences-will develop enduring and profitable customer
relationships.
Source: Gallup Consulting
John H. Fleming, MD Customer Engagement and HumanSigma |
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