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.
employees of this brand were actually enable families to have meals together,
which is proven to drastically improve the quality of their lives
because the children do better at school,
because couples who eat together stay longer, etc., etc.
In this module,
you will learn the different components of the brand engagement program.
Namely, how to create and deliver a brand communication training program,
how to embed the brand in the different touch points, and
how to reward and measure the success of your program.
We will talk about the Brand Engagement Tool Kit, those elements that,
in our experience, work most efficiently in helping employees understand and
embrace a brand.
We will also talk about brand champions, or brand ambassadors,
those individuals within organization that are already engaged with their brand and
how we can leverage their passion to pass on to others.
Our ultimate goal is to create brand passionate employees.
It will require a development phase,
whereby the employees become aware of what the brands stands for.
We have to make the case for them.
Then, it requires getting them hyped about how they can participate in building that
brand, and lastly, once there, locating that end of the brand motivation spectrum,
we need them to help others to build the strong brand.
Those are our passionate employees.
So how will we know what engaged employees feels like?
We have a lecture in metrics and
how we can track every word employees for delivering a brand behavior
aligned with our customer experience we discussed in our last module.
This module is structured in a sequence way, so
I encourage you to watch them in order.
The first lecture is how to begin your branding engagement program.
So you have the right foundations and plan to implement it.
Each of the sequence modules is about implementing
one of the stages of the brand engagement program.
There is a final lesson on key success factors,
with real examples from the work we have done.
I hope you watch all the videos, enjoy them, and become engaged.
[MUSIC]
Luis Rodriguez BaptistaProfessor
