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Marcus Evans EEA presentation


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Presentation slides used by Bruce Bolger at the 5th Annual Internal Branding and Employee Engagement Conference by Marcus Evans.

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Marcus Evans EEA presentation

  1. 1. The Big Lesson of CBS’s Undercover Boss?
  2. 2. People Matter Customers and employees are the overlooked 5th P of marketing: Product Price Place (distribution) Promotion --Plus People
  3. 3. What changed? <ul><li>Companies can now measure the connection between loyal customers, and engaged channel partners, employees, vendors, and even their communities. </li></ul><ul><li>Organizations can now measure the impact of an inefficient employee behind the scenes or at the counter. </li></ul>
  4. 4. How? <ul><li>A relentless focus on the connection between customer and employee satisfaction </li></ul><ul><li>An Undercover Boss </li></ul><ul><li>Customer relationship management software </li></ul><ul><li>Point of sale software </li></ul><ul><li>Web traffic </li></ul><ul><li>Social-networking feed back </li></ul><ul><li>Statistical process controls </li></ul><ul><li>Marketing for the first time can be measured more like manufacturing. </li></ul>
  5. 5. The Economics of Engagement Are Compelling Engagement plays a key role in the success of nations and businesses. (Did the Soviet Union fall because its system failed to engage? )
  6. 6. The Essentials of Enterprise Engagement <ul><li>The people value chain—the interconnection of all of our people to results </li></ul><ul><li>A culture of innovation and collaboration between everyone who touches the company from customers to the community. </li></ul><ul><li>The mix of tactics appropriate to each audience, challenge, or opportunity </li></ul>
  7. 7. Enterprise Engagement Is a Big Field <ul><li>It requires understanding interconnected audiences and how to align engagement strategies between: </li></ul><ul><li>Customers </li></ul><ul><li>Channel partners/distributors </li></ul><ul><li>Salespeople—promise makers </li></ul><ul><li>Employees—promise keepers </li></ul><ul><li>Vendors </li></ul><ul><li>Communities </li></ul>
  8. 8. Enterprise Engagement: The Psychological Component <ul><li>It requires an understanding of what inspires people to performance: </li></ul><ul><li>Leadership and vision </li></ul><ul><li>Effective communication </li></ul><ul><li>Capability </li></ul><ul><li>Personal meaning and task value </li></ul><ul><li>A sense of feeling support and being valued </li></ul><ul><li>Measurement and feedback </li></ul><ul><li>“ Rewards, Incentives, and Workplace Motivation,” published by the Incentive Research Foundation. </li></ul>
  9. 9. It Integrates Fields and Tools That Were Once Siloed <ul><li>Leadership and Coaching </li></ul><ul><li>Training </li></ul><ul><li>Performance and Financial Measurement </li></ul><ul><li>Communication (Meetings, printing, social networking, the Internet) </li></ul><ul><li>Collaboration and Innovation </li></ul><ul><li>Surveys and Polls </li></ul><ul><li>Technology </li></ul><ul><li>Employee Recognition and Alignment </li></ul><ul><li>Consumer Marketing </li></ul><ul><li>Incentive Program Design </li></ul><ul><li>Culture </li></ul>
  10. 10. The bigger the audience, the more expertise required. A New Knowledge-Base Required
  11. 11. <ul><li>Every executive or manager needs to get it. </li></ul><ul><li>The old silos remain a major challenge. </li></ul><ul><li>Leadership often is required to break down barriers. </li></ul>Engagement is Universal
  12. 12. <ul><li>More organizations are adding engagement to executive titles </li></ul><ul><li>Organizations have the data to know they have a problem—what they lack are clear solutions. </li></ul>Engagement Expertise Wanted
  13. 13. <ul><li>How to make it happen? </li></ul><ul><li>This is a brand new discipline </li></ul><ul><li>The bigger the organization or customer base, the bigger the challenge </li></ul>The Big Question:
  14. 14. <ul><li>The Enterprise Engagement Institute and Marcus Evans are working together to provide comprehensive information on this emerging field. </li></ul><ul><li>Formal training programs will be introduced shortly at select Marcus Evans conferences. </li></ul><ul><li>A certification program for individuals and organizations is being developed based on research and best practices. </li></ul><ul><li>We are using a highly interactive process to develop the curriculum: you are welcome to get involved to help shape the final product and share it with your organizations and others. </li></ul>From Research to Action
  15. 15. <ul><li>Research on engagement </li></ul><ul><li>Development of a formal curriculum and certification </li></ul>Enterprise Engagement Institute
  16. 16. <ul><li>A coalition dedicated to helping organizations profit from Enterprise Engagement, including: </li></ul><ul><li>Organizations in the for profit, not-for-profit, academic, and government sectors </li></ul><ul><li>Suppliers of engagement services and products </li></ul>The Enterprise Engagement Alliance
  17. 17. <ul><li>Web portal with latest news and how-to articles </li></ul><ul><li>Magazine </li></ul><ul><li>Blog and twitter </li></ul>EEA Activities
  18. 18. <ul><li>A systematic, research-based approach to profiting from engagement for the benefit of: </li></ul><ul><li>  </li></ul><ul><li>Your organizations </li></ul><ul><li>Your personal success </li></ul>The End-Result