IIT DelhiExecutive Certificate Program23 June 2012
Internal Branding and Corporate Communications Padmaja KrishnanConnecting Employee Behavior and Customer Service with the Brand Proposition
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
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 + Poor Service Expectation Mismatch Low Employee Motivation Dissatisfied Customer Adverse impact on BRAND Loss of Face & TRUST
The Positive Spiral Realistic + Right Service Meet the Expectations Promises Motivates Employees Satisfied Customer Strengthens the BRAND Builds TRUST
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
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
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
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 ….
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”
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
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.”
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.”
Product to Brand - Life Cycle Employees Employees EmployeesEmployees Employees Employees Employees & The HOW’s need to be understood
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
The Miracle Happens ONLY When employeesunderstand and behave the brand
Understanding the Brand Will mean understanding the brand attributes, such as : Name Logo Name : why this name, associated pride, origin etc… Colours Essence Colors have meanings Red is energetic Blue is peaceful Purple is Royalty But essentially, a consumer is looking for the essence in a brand
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
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 Business Brand Business Marketing & CC Strategy Strategy Growth Service Lines Business Units Enablers
Behavioral Transformations in people Transformation is essential for Brand alignment TRANSFORM TO Reactive Proactive Account Centric Customer Centric Tools & Business Technology Outcome Cost Centric Business Centric Departmental Collaborative Operations People Management Management Managers Leaders & Transform Employees to Brand Ambassadors
Brand Alignment for EmployeesINFORM• Generate excitement KNOW• Build momentum YOUR Brand Policies• Signal & Lead change BRAND Performance Measurement BrandENGAGE Seminars Brand• Create brand advocates BELIEVE Ambassador Align Coaching• Establish personal relevance IN YOUR Engage Rewards &• Sustain momentum BRAND Pre-launch Recognition Brand InformALIGN Workshops• Reward brand behavior LIVE Internal• Measure performance Brand Launch YOUR Seeding• Align policies, programs BRAND
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
Internal CommunicationsIntegrate Transformation & Corporate Communications October July Integrated Stakeholder Advertising, PR, briefings & Client Internal Communications & Communications Web Campaigns June July August September October June August Conduct regular Brand Audits Launch Test & internal Brand Validate awareness Campaign campaign
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”
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.
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
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
Perceived Service Quality Word of Personal Past mouth needs experience Service Quality Expected Service Quality Outcome Dimensions service 1. Expectations exceeded Reliability ES<PS (Quality surprise) Responsiveness 2. Expectations met Assurance Perceived ES~PS (Satisfactory quality) service 3. Expectations not met Empathy Tangibles ES>PS (Unacceptable quality)
Customer Service Quality Gaps Customer Customer Service Understanding Customer Customer Management Perception Perceptions Customer Expectations Customer Of Customer Expectations Satisfaction Market Research Gap 1 Gap 2 Customer Service Service Quality Management Design Design Gap 5 Gap 3 Conformance Service Service Delivery Conformance Standards Gap 4 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
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 ?
There is a strong interlocking of … EMPLOYEES CUSTOMER SERVICE In the minds of BRAND people who are in touch with you and are watching you !
Employee EngagementOur brand relates to WHAT’sEVERYTHING and distinguishes usWE DO ANDSAY as a company From our IT UNIFIES competition US Executive Communications Town Hall, VCs, Webcast, E-mails News Letter Employee Magazine & HOW’s Brand Events – By Brand Ambassadors Brand Compliance Audits & Quizzes Brand Awareness Contests Employee Blogs & Chat Forums Poster Competitions
WHY SHOULD I KNOW OUR BRAND & Market OUR SHARE PERFORMANCE will improveBrandAWARENESS
HOW CAN BRAND HELP ? Through our brand and employees we can build clients with a our stronger EMOTIONAL CONNECT Its like a string of pearls – its precious – handle it with utmost care !
HOW CAN I HELP ?Just Lend a shoulder to build the BRAND – Become a BRAND AMBASSADOR
ContactPadmaja Krishnan, Founder Directorpadmaja.firstname.lastname@example.org: +91 9811100858Thank You !