Delivering a compelling and consistent customer experience is more critical than ever, given increased competition and reduced consumer spending. Brand awareness and sales potential are optimized when all market "points of presence" and communications work together to differentiate your offering. Brand, Place, and Culture integration creates a powerful, synergistic dynamic within an organization that results in more customers, increased revenue, and greater competitive advantage.
A NEW MODEL FOR GROWTH:
BRAND, PLACE, AND CULTURE INTEGRATION
Current economic situation is adversely impacting business growth and
Minimal new member growth
Reduced loan activity
Evaluate the business, readjust strategies, and prepare to take full
advantage of an economic recovery. Take a hard look at your . . .
quot;Hunker downquot;, re-structure, and operate the business in a traditional
manner to primarily achieve greater cost efficiencies,
or . . .
Consider a new model that o p t im iz e s s a le s a n d
r e la t io n s h ip s with every member contact.
An organization strucutred by traditional business units:
• Branches / Call Center
• Deposits / Lending / Investments
• Consumer / Commercial
Necessary to function and to achieve efficiencies.
However, it can breed internal politics and quot;silosquot; counter-productive to
This dymanic is fostered when an organization lacks a c o m m o n
p u r p o s e that e v e ry one can adopt and own.
The images and perceptions one
associates with an organization.
Logo / Tagline
The physical & virtual platforms in which an
organization interacts and conducts
business with its customers.
Social Networking Sites
The values held common among staff
as to the purpose of the organization
and its methods to connect customer
needs with services provided.
Sales / Service Skills
Alignment leads to the creation of
total customer experiences that
differentiates and creates
ASSESS AND ALIGN
H o n e s t ly asess business performance market potential. Ask
yourself, your staff, your members, and non-members . . .
Who are we?
Who are our members?
Where are they?
How do we stand out?
What do we offer?
Do we have the right people?
Are they trained and incented to perform?
Member Journey Map: Points of Experience
ENGAGE STAFF IN
Define roles and duties, and connect to the member
Connect quot;Behind the Scenesquot; staff to the member
Set clear expectations on behaviors, and
Obtain commitment from each individual.