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‘ The strongest brands are those that elicit emotional attachment from customers. When interacting with your company, customers and prospects may have feelings of safety, pride, excitement, comfort, confidence, caring or trust. These interactions activate feelings and build strong brand commitment.
… . It’s important not to overlook the effects of brand on the employees of the firm. Employees often have a large role to place in managing customer relationships and the brand can help guide their behaviour. In effect, the brand is a promise to customers of how they can expect to be treated by the company. To the extent employees understand the expectations being created by the brand, and are motivated and trained to live up to those expectations, then the firm can have a truly integrated customer relationship management strategy.’
Guidelines for Achieving Successful Cultural Change
Always link to organisational vision, mission and objectives
Create a sense of urgency and continually reinforce the need to change
Attend to stakeholder issues
Remember that the how is as important as the what
Build on the old, and step into the new
Generate enabling mechanisms
Act as role models
Create a community of focused and flexible leaders
Insist on collective ownership of the changes
Six Key Points Continually increasing customer and citizen focus Extending the council’s capacity for community and partnership working A visible and congruent leadership and management style Moving to a more consistent performance and enabling culture More effective ways of working Clarity and impact of core values and direction setting on service delivery