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23 June 2012 IIT Delhi Executive Certificate Program
36
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Page 1: Ib&cc padmaja krishnan

23 June 2012

IIT Delhi Executive Certificate Program

Page 2: Ib&cc padmaja krishnan

Padmaja Krishnan

Internal Branding and Corporate Communications

Connecting Employee Behavior and Customer Service with the Brand

Proposition

Page 3: Ib&cc padmaja krishnan

BRAND in Services Space

Establishing and Sustaining the BRAND is tough

It is an on-going, engaged process

Many Service providers are targeting both “Enterprises” and “Consumers”

Similar approaches may not work in the two worlds : B2B vs B2C

Page 4: Ib&cc padmaja krishnan

Service is a REAL TIME Experience

A service is experienced in real time as the service is being delivered – unlike a product

Hence the expectation mismatch manifests many folds

Expectation Mismatch leads to a negative spiral :

Tall Promises Expectation Mismatch

Dissatisfied Customer

Loss of Face & TRUST Adverse impact on BRAND

Low Employee Motivation

Poor Service +

Page 5: Ib&cc padmaja krishnan

The Positive Spiral

Realistic

Promises Meet the Expectations

Satisfied Customer

Builds TRUST Strengthens the BRAND

Motivates Employees

Right Service +

Page 6: Ib&cc padmaja krishnan

OUTCOME of an Intervention project

Ingrained in the CULTURE of the company were:

• Unrealistic Promises to secure Business

• Under-delivery on Promises

• Unpredictable services, Unhappy customers

• Breach of TRUST

All leading to loss of customers and business

Improvements were seen in 6-12 months

2 HARD directives were given

• We will NOT COMPRMISE on CUSTOMER SERVICE, once engaged

• We may walk away from business - if we cannot deliver satisfactory service

Page 7: Ib&cc padmaja krishnan

What is Brand

Your brand is your image and is the company’s most valuable asset

Brand is conveyed by every experience, product, action and employee over the life of the company

EVERYTHING originated by the company impacts the brand, from the product produced to the documents developed, to the employees answering the phone…

Brand creates an emotional experience – renders its human qualities to the organization

To be effective and to be uniquely recognized for something - A brand must be consistent

Page 8: Ib&cc padmaja krishnan

Why is Brand valuable ?

Brand identifies who you are, what you do and what you stand for

It is your Brand that sets you apart from your competition

Brand creates a desire or demand for your company’s products or services in the market place

Page 9: Ib&cc padmaja krishnan

What should Brand do ?

Your brand should define who you are to the individuals who matter most:

Your customers - Your prospective customers -Your employees (past, present, and future) – Your partners, vendors, investors ….

Page 10: Ib&cc padmaja krishnan

What else can Brand do ?

Brand gives employees a common understanding

of not only What we do for our living as a company,

but also How we do it

An employee who achieves this state of mind and practices it every day - “Lives the brand”

Page 11: Ib&cc padmaja krishnan

How to protect your Brand ?

Employees are the faces and voices of your company’s brand

Absolutely everyone in the company should understand the brand – its meaning, the values and the propositions

Employees will have more influence over your company’s brand image than anyone else or anything else that your company may do

Page 12: Ib&cc padmaja krishnan

What matters the most ?

Dave Olsen, Starbucks Chief Coffee Buyer was asked:

What is most important to the Starbucks brand…

Is it the coffee, the store or the people?

After thinking for a moment he answered, “Everything matters.”

Page 13: Ib&cc padmaja krishnan

Employees make all the difference

Starbucks Chairman & CEO Howard Schultz:

“Ultimately, Starbucks can’t flourish and win customers’ hearts without the passionate devotion of our employees…

Their passion and devotion is our number - one competitive advantage. Lose it, and we’ve lost the game.”

Page 14: Ib&cc padmaja krishnan

Product to Brand - Life Cycle

Employees Employees

Employees

Employees

Employees Employees Employees

& The HOW’s need to be

understood

Page 15: Ib&cc padmaja krishnan

Eventually …

The “Brand” becomes more distinct than the “Product”

It is firstly, A Name for identification & recognition

Secondly, it s a set of added values that offer both functional and psychological comfort or edge over its competitors

“If Coca Cola lost everything except ‘the formula’ and its brand name , it could still walk into any bank in the world and get $100 billion loan to start from scratch”

Fortune Magazine

Page 16: Ib&cc padmaja krishnan

The Miracle Happens

ONLY When employees

understand and behave the brand

Page 17: Ib&cc padmaja krishnan

Understanding the Brand

Will mean understanding the brand attributes, such as :

Name Logo

Colours Essence

Name : why this

name, associated

pride, origin etc…

Colors have meanings

Red is energetic

Blue is peaceful

Purple is Royalty

But essentially, a consumer is looking for the essence in a brand

Page 18: Ib&cc padmaja krishnan

Brand Essence

Stems from the “Brand idea”

Eg: Singular, Consistent, Fresh, Interesting

A brand essence must “leverage a compelling truth” o Linux stands for freedom and Microsoft stands for popularity

A brand should mean “ONE single powerful thing” :

The essence o Essence of Volvo is Safety

o Essence of Tata is Trust

o Raymond brands the complete man for over 2 decades

o Essence of Dettol is protection against germs

Page 19: Ib&cc padmaja krishnan

Brand Alignment

• Brand alignment is a critical driver of Business Strategy

• A complete brand alignment would mean that the Brand is

understood, expressed and internalized by every part of the company

Finance &

Admin

HR & RMG

IT & Systems

Marketing & CC

Service Lines

Business Units

Enablers

Business

Strategy

Brand

Strategy

Business

Growth

Page 20: Ib&cc padmaja krishnan

Behavioral Transformations in people

Transformation is essential for Brand alignment

TRANSFORM TO

Reactive Proactive

Account Centric Customer Centric

Tools & Technology

Business Outcome

Cost Centric Business Centric

Departmental Collaborative

Operations Management

People Management

Managers Leaders

& Transform Employees to Brand Ambassadors

Page 21: Ib&cc padmaja krishnan

Brand Alignment for Employees

• Generate excitement

• Build momentum

• Signal & Lead change

• Create brand advocates

• Establish personal relevance

• Sustain momentum

• Reward brand behavior

• Measure performance

• Align policies, programs

KNOW

YOUR

BRAND

BELIEVE

IN YOUR

BRAND

LIVE

YOUR

BRAND

ENGAGE

INFORM

ALIGN

Brand Policies

Performance

Measurement

Rewards &

Recognition

Brand

Workshops

Brand

Seminars Brand

Ambassador

Coaching

Pre-launch

Internal

Launch

Inform

Engage

Align

Brand Seeding

Page 22: Ib&cc padmaja krishnan

Google example

Google shared an article by its employee #16, Susan Wojcicki – some Highlights are :

• Strive for continual innovation, not instant perfection

• Look for ideas everywhere

• Share everything (with employees)

• Spark with imagination, fuel with data

As it says on our homepage, ‘I’m feeling lucky.’

That’s certainly how I feel coming to work every day, and something I never want to take for granted

Page 23: Ib&cc padmaja krishnan

June Launch

internal Brand awareness campaign

August Test & Validate

Campaign

October Integrated

Advertising, PR, Client

Communications & Web Campaigns

July Stakeholder briefings &

Internal Communications

October June July August September

Integrate Transformation & Corporate Communications

Conduct regular

Brand Audits

Internal Communications

Page 24: Ib&cc padmaja krishnan

Guess What the outcome can be ?

If only every employee who is servicing our customers “ Lives the Brand ” in every possible way !

In other words,

what if every employee became “The Brand Ambassador” of the company

“Brand behavior “ is same as “Living the Brand”

Page 25: Ib&cc padmaja krishnan

Moments of Truth

Each customer contact is called a “moment of truth”

Only employees have the ability to satisfy or dissatisfy the customer when they contact us.

A service recovery is an expensive process of satisfying a previously dissatisfied customer and bringing them back on track.

Page 26: Ib&cc padmaja krishnan

Dimensions of Service Quality

Reliability: Perform promised service dependably and accurately

Example: send service executive on time or status update every day at the same time

Responsiveness: Willingness to help customers promptly

Example: avoid keeping customers waiting without any reason

Page 27: Ib&cc padmaja krishnan

Dimensions of Service Quality

Assurance: Convey trust and confidence

Example: respect for customer, offer help and solution

Empathy: Approachable any time

Example: 24x7 customer relations

Tangibles: Facilities and demos

Example: Visits and free trials

Page 28: Ib&cc padmaja krishnan

Perceived Service Quality

Word of

mouth

Personal

needs

Past

experience

Expected

service

Perceived

service

Service Quality

Dimensions

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Service Quality Outcome

1. Expectations exceeded

ES<PS (Quality surprise)

2. Expectations met

ES~PS (Satisfactory quality)

3. Expectations not met

ES>PS (Unacceptable quality)

Page 29: Ib&cc padmaja krishnan

Customer Service Quality Gaps

Customer

Perceptions

Customer

Expectations

Management Perception

Of Customer Expectations

Service

Delivery

Service

Standards

Customer

Satisfaction

Gap 1

Customer

Market Research

Gap 2

Design

Gap 3

Customer

Service Customer

Understanding

Service

Design

Conformance

Conformance

Gap 4

Service Quality

Gap 5

Customer

Management

The above Gaps are minimized by Employees “Who Live the Brand”

The aggregation of all the above Gaps when minimized

results in a Powerful Brand

Page 30: Ib&cc padmaja krishnan

Where does the Brand reside ?

In a mysterious

corner of the minds

of many, many

people who have

used, experienced

or heard about your

product / service

directly or indirectly

How do we influence their minds ?

Page 31: Ib&cc padmaja krishnan

There is a strong interlocking of …

BRAND

CUSTOMER

SERVICE

EMPLOYEES

In the minds of

people who are

in touch with you

and are

watching you !

Page 32: Ib&cc padmaja krishnan

Employee Engagement

Our brand relates to

EVERYTHING WE DO AND

SAY as a company IT UNIFIES

US

and distinguishes us

From our

competition

Executive Communications

Town Hall, VCs, Webcast, E-mails

News Letter

Employee Magazine

Brand Events – By Brand Ambassadors

Brand Compliance Audits & Quizzes

Brand Awareness Contests

Employee Blogs & Chat Forums

Poster Competitions

WHAT’s

& HOW’s

Page 33: Ib&cc padmaja krishnan

OUR PERFORMANCE

WHY SHOULD I KNOW OUR BRAND

Brand AWARENESS

will improve

& Market

SHARE

Page 34: Ib&cc padmaja krishnan

Through our

brand

we can build

a stronger

EMOTIONAL CONNECT

with our

clients

and employees

HOW CAN BRAND HELP ?

Its like a string of pearls – its precious – handle it with utmost care !

Page 35: Ib&cc padmaja krishnan

HOW CAN I HELP ?

Just Lend a shoulder to build the BRAND – Become a BRAND AMBASSADOR

Page 36: Ib&cc padmaja krishnan

Thank You !

Contact Padmaja Krishnan, Founder Director [email protected] t: +91 9811100858