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Ib&cc chandradeep mitra
1.
Winning Share-of-Heart :
Turning Employees into Brand Advocates Chandradeep (CD) Mitra PipalMajik / IIM Calcutta © PipalMajik
2.
What is Share-of-Heart
Marketing? Why is it important for us today? © PipalMajik
3.
Recent Research proves
that almost all human decisions, including Brand Choices, are largely emotion-led © PipalMajik
4.
With increasing clutter,
competitive choice & complexity, brand choices are increasingly being driven by emotional heuristics © PipalMajik
5.
So today the
only path to win Share-of-Market, Share-of-Wallet, & Share-of-Mind is through… Share of Heart! © PipalMajik
6.
This is even
more important in the Service & Experience economies! © PipalMajik
7.
The not-so-secret
powerful weapon to win Share-of-Heart is… Your own employees! © PipalMajik
8.
By turning employees
into Brand Advocates © PipalMajik
9.
Learnings from marketing
guru Sergio Zyman Ex-CMO of Coca Cola Author of ‘End of Marketing as we know it’ & ‘End of Advertising as we know it’ © PipalMajik
10.
“Everything Communicates.
Every brand contact with the customer. Even what you don’t do and don’t say.” © PipalMajik
11.
“Customer Service &
Relationship Management are becoming the biggest brand-building tools.” © PipalMajik
12.
“How your employees
behave with your customers hugely impacts your brand. And how you treat & train your employees impacts their behaviour with customers.” © PipalMajik
13.
A Few Relevant
Questions • What are the external benefits of having Employees as Brand Advocates? • What are the internal benefits of having Employees as Brand Advocates? • How do we convert Employees to Brand Advocates? • Any real-life examples and learnings? © PipalMajik
14.
The External Benefits
of having Employees as Brand Advocates © PipalMajik
15.
“While many companies
recognize the value of a powerful brand, they often overlook the critical role employees play in shaping relationships with customers and instead focus solely on external communications such as advertising, direct mail, and the like.” Michael Dunn © PipalMajik
16.
“Employees can make
or break a customer’s experience with your brand.” Scott M. Davis © PipalMajik
17.
“Focusing efforts on
marketing communications alone is failing to fully capitalize on the knowledge & enthusiasm resident within organizations, and also setting up for brand and business challenges ranging from disenfranchised customers to loss of shareholder value.” Michael Dunn © PipalMajik
18.
On-Brand Employee Behaviour
Meaningful Long-term Customer Relationships Sustainable Organisational Profitability © PipalMajik
19.
Employee Alignment vs.
Corporate Profitability • Fortune article (2002) – high correlation between employee alignment with Brand & company profitability • Most of “Best companies to work for” enjoy stock returns well above industry averages • Companies like Apple, Harley Davidson, Lowe, Southwest Airlines, Starbucks… • University of Michigan study (2001) – annual loss to McDonald’s due to demotivated employees poor service customer defections = $ 750 Mn © PipalMajik
20.
The Internal Benefits
of having Employees as Brand Advocates © PipalMajik
21.
Employees as Brand
Advocates – Internal Benefits • Provides tangible reasons for employees to believe in a company, keeping them motivated and energized • Shows each employee how he or she can help deliver the brand promise to customers and their effect on business goals • Develops pride of fulfilling the brand’s promise • Facilitates recruitment as well as retention • Confirms that the customer & brand are the key focus © PipalMajik
22.
How to turn
Employees into Brand Advocates © PipalMajik
23.
“Making the brand
the central focus of the organization clarifies for any employee what is ‘on-brand’ and what is ‘off-brand’.” David Aaker © PipalMajik
24.
Prerequisites for turning
Employees into Brand Advocates • Not about creating short-term buzz • Needs long-term top-level commitment • You cannot ‘market’ false claims to your own employees • Seniors have to ‘walk the talk’ • Genuine ongoing commitment to organization’s brand(s) • Alignment with company’s vision, mission & values • Organisational Culture has to reflect Brand Promise © PipalMajik
25.
What is required
to turn Employees into Brand advocates? • Employees have to understand the brand meaning & its translation into observable actionable behaviour • Deeper brand understanding creates ownership & satisfaction trickling down to customer experience • They need to buy into, believe and own the Brand Promise • Leverage the power of true stories • Identify Brand Champions – recognize, motivate, empower them • Need to ‘live’ the brand – every employee, every day • Track & manage employees’ Brand Advocacy intent & behaviour • Sustain & refresh drive for ongoing alignment with brand © PipalMajik
26.
© PipalMajik
27.
An example of
turning Employees into Brand Advocates © PipalMajik
28.
© PipalMajik
29.
© PipalMajik
30.
© PipalMajik
31.
© PipalMajik
32.
© PipalMajik
33.
© PipalMajik
34.
The Servant’s Heart ©
PipalMajik
35.
The Warrior Spirit ©
PipalMajik
36.
Winning Share-of-Heart © PipalMajik
37.
Employee as Hero… ©
PipalMajik
38.
Or Else? © PipalMajik
39.
United Airlines’
‘Rising’ Campaign © PipalMajik
40.
United Breaks Guitars! ©
PipalMajik
41.
United Breaks Guitars!
• Super Hit song • Crossed 5 million Youtube views in 1.5 months • # 7 viral video of 2009 • No. 1 hit in iTunes within a week • 2 free guitars from Taylor guitars • Second super hit song • HBR article • Marketing case study • 10% ($180Mn) loss of shareholder value! • Dave Caroll : Country singer Customer Service Guru! © PipalMajik
42.
Thank you
cd.mitra@gmail.com © PipalMajik
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