Engaged!: Outbehave Your Competition to Create Customers for Life - Softcover

Lederman, Gregg

Softcover

ISBN 10: 0989322211 ISBN 13: 9780989322218

Verlag: Evolve Publishing Inc., 2013

Inhaltsangabe

Customers love it when employees are ENGAGED to deliver an experience. However, it doesn’t come easy for most companies. The level to which your workforce is ENGAGED also has a significant impact every day on employees’ happiness and productivity, the customer experience, and your company’s profitability.

Your company can be one that customers love to do business with … one that turns customers into loyal followers who buy more and more often. The journey through ENGAGED!, will teach you what leading companies do to create “customer love.”

In this book, you’ll discover the Eight Principles that every manager needs to create a workforce that “lives the company brand” in ways that leads to an experience that helps you create customers for life. With the tools and techniques outlined in this book, your company can:

• Get all employees “on stage” to deliver a more consistent customer experience.
• Increase employees’ happiness so they make your customers happier.
• Go beyond announcing your culture to getting every employee consistently living it.
• Quantify your culture and customer experience to create unheard of visibility that gets everyone focused on results.
• Create an environment of appreciation that empowers employees and helps them to become more motivated and committed to your company’s success.
• Fill every manager’s toolbox with practical and proven techniques for making your company’s values and desired customer experience a part of the conversation … every day!

Gregg Lederman taps into his vast experience of helping many “best companies to work for” to share his proven principles for defining the work culture and customer experience, reminding the workforce to live the brand daily, and—most importantly—quantifying the experience and holding the workforce accountable for financial results.

This book dispels popular myths about employee rewards (they don’t work the way you think they do) and employee and customer satisfaction efforts (which, for most companies, are more of a distraction than useful data linked to tangible results). The author introduces the ENGAGED Index (a tool you can use to find out how ENGAGED your company is). This book will help you put your plan together so that rather than imagining what could be, you’ll actually design what should be.

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Über die Autorinnen und Autoren

Gregg Lederman is an author, speaker, and CEO whose message of “Managing the Experience” is transforming company cultures across the U.S.

Gregg has made it his personal mission to help companies engage their workforce to deliver a branded experience that engages customers and drives sales and profits. His work, along with the work of the team at his company, Brand Integrity, has helped many of today’s leading companies (such as Wegmans Food Markets, Chobani, AAA, Erickson Living, and Excellus) to create work environments where employees can become more motivated and committed to delivering the experience that makes them different—that makes them better than the competition. More than 60 percent of Brand Integrity’s clients are recognized as “best places to work.”

As a highly sought-after internationally-known professional speaker, Gregg delivers dynamic and interactive keynotes and educational programs to associations, conferences, and within corporate and university environments. Participants consistently rate Gregg among the very best of speakers.

Gregg’s previous book, Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase Company Profits, was recognized by Axiom the best independently-published business book in 2008 in the categories of HR and Employee Training.

Gregg is a regular columnist for the Rochester Business Journal and an adjunct professor teaching Executive MBA students at the Simon School at the University of Rochester. He currently resides in Rochester, New York, with his wife, Karyn, and daughters, Caroline, Katie, and Lucy.

Gregg Lederman is an author, speaker, and CEO whose message of “Managing the Experience” is transforming company cultures across the U.S. Gregg has made it his personal mission to help companies engage their workforce to deliver a branded experience that engages customers and drives sales and profits. His work, along with the work of the team at his company, Brand Integrity, has helped many of today's leading companies (such as Wegmans Food Markets, Chobani, AAA, Erickson Living, and Excellus) to create work environments where employees can become more motivated and committed to delivering the experience that makes them different—that makes them better than the competition. More than 60 percent of Brand Integrity's clients are recognized as “best places to work.”As a highly sought-after internationally-known professional speaker, Gregg delivers dynamic and interactive keynotes and educational programs to associations, conferences, and within corporate and university environments. Participants consistently rate Gregg among the very best of speakers.Gregg's previous book, Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase Company Profits, was recognized by Axiom the best independently-published business book in 2008 in the categories of HR and Employee Training.Gregg is a regular columnist for the Rochester Business Journal and an adjunct professor teaching Executive MBA students at the Simon School at the University of Rochester. He currently resides in Rochester, New York, with his wife, Karyn, and daughters, Caroline, Katie, and Lucy.

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ENGAGED!

Outbehave Your Competition to Create Customers for Life

By GREGG LEDERMAN

Evolve Publishing, Inc.

Copyright © 2013 Gregg Lederman
All rights reserved.

ISBN: 978-0-9893222-1-8

Contents

Acknowledgments............................................................
xi
What to Expect from Your Journey Through ENGAGED!..........................
xiii
Part 1: Define a Living the Brand System...................................
1
PRINCIPLE 1: Get Every Employee on Stage, Delivering the Experience for 
Customers..................................................................
3
PRINCIPLE 2: Make Happy Employees to Create ENGAGED Customers..............
15
PRINCIPLE 3: Don't Just Announce Your Culture, Make It Visible.............
33
PRINCIPLE 4: Sprint from Culture Talk to Culture Change....................
51
Part 2: It's Time to Measure and Manage the Experience.....................
81
PRINCIPLE 5: Quantify Your Culture to Turn Common Sense into Common 
Practice...................................................................
87
PRINCIPLE 6: Any Monkey Can Survey, Start Building Relationships with 
Customers..................................................................
113
PRINCIPLE 7: Put the Carrots Away, Rewards Don't Work the Way You Think 
They Do....................................................................
143
PRINCIPLE 8: Manage the Experience to Build Trust in You as a Leader.......
173
Citations..................................................................
191

INTRODUCTION

What to Expect from YourJourney Through ugh ENGAGED!

Imagine ... your entire workforce shares a common mindset—away of thinking. This mindset is driven by deeply heldvalues and beliefs that everyone in your company holds tobe true. It's because of this mindset that people in your companytend to act a certain way. They interact with each otherand customers in ways that lead to an experience—a trulybranded experience your company has become known for.

Imagine everyone in your company is aligned andENGAGED around the behaviors that are necessary to makethat experience come to life. These behaviors are clearlydocumented, they're considered nonnegotiable, and they'reperformed consistently by employees in ways that lead tohappy customers who are more than just loyal. Your customersare delighted, they love doing business with your company,and they are ENGAGED!

Your workforce is outbehaving the competition. They simply"behave" better than your competitors'.

This is not by chance. It is by design.

Imagine that your company has taken the powerful mindset(and nonnegotiable behaviors) and fully integrated theminto the processes and systems for hiring new employees, ensuringthey are truly indoctrinated into your company's wayof thinking—its way of being.

Imagine these same behaviors are incorporated into jobprofiles to set clear and achievable expectations.

Imagine every employee performance review is not onlybased on the technical skills and tasks but also on the naturaltendencies and abilities to perform the very experience yourcustomers want most.

Imagine employee recognition is pervasive throughoutyour company. A daily dose of capturing and sharing examplesof the mindset and nonnegotiable behaviors in actionhelps fuel the replication of the branded experience. Yourbranded experience is visible every day. Employees love todeliver it. Customers love to receive it.

Imagine customers have contributed to making you greatby sharing their perspective on the experience of doing businesswith your company. Their feedback not only helps youimprove, it is also regularly shared with the workforce to helpthem see the terrific impact they have on customers' lives.

Last, imagine every manager in your company truly understandsthat it's their job to manage the experience. Everymanager is trained on the essential habits that make themmore trusted leaders because they remind others about theimportance of performing the behaviors and delivering yourcompany experience. Your managers are expert at makingthe experience part of the conversation at work every day.They make decisions using your company mindset. Theyhold difficult, yet necessary, conversations and use the experienceas their guide. And they are constantly capturing andsharing examples of the experience in action to help otherslearn, become inspired by, and replicate over and over again.

Your workforce is ... highly ENGAGED. You know it becauseyou've gone beyond simply announcing who you areand what you want to be known for. You haven't just toldpeople what your culture is and tried to get them to do it.Rather, you've inspired them to search deep into who theyare and why they should want to live your company's brandevery day!

Every company, no matter what the industry or economicenvironment, can ENGAGE its workforce to deliver a consistentlygreat customer experience. An experience that willin turn ENGAGE customers, leading to increased sales andprofits. Every company can do this when it Manages theExperience.

For over a decade, my firm, Brand Integrity, has workedwith companies who want to inspire an ENGAGED workforceto live their company's brand. At the time of this writing,over 60 percent of Brand Integrity's clients were notedon "best place to work" lists either in their region, industry,or on FORTUNE's 100 Best Companies to Work For annualranking. In almost all cases, our clients are wildly profitableand continue to grow and prosper. These companies embraceand take action on the Eight Principles of success presentedin this book.

In my last book, Achieve Brand Integrity: Ten Truths YouMust Know to Enhance Employee Performance and IncreaseCompany Profits, I introduced the concept of Brand Integrityas a business result. It's the end state you achieve when yourcompany is known as who and what you say you are whilereaching business goals—when all of your marketing messagesand sales-speak are backed up and delivered upon.

It seems crazy to me that so many companies still createorganizational silos between the employee view of thebrand and the customer view of the brand. It's not onlycrazy, it's way too complicated. The brand is your imagebased on the experiences had by human beings. It is basedon how you are BEING to human BEINGS! There is no needfor separation of branding disciplines. This separation is aresult of poorly designed silos in the workforce betweensales, marketing, HR, and operations. To achieve Brand Integrity,all of these disciplines need to come together, andthe company's managers need to recognize that there is reallyonly one brand for the company based on an experiencedelivered. And that experience must be managed ifa company is going to achieve an ENGAGED status withemployees and customers.

Achieve Brand Integrity was delivered in a conversationalstyle and tone, packed with energy, humor, and knowledge.You can expect that same combination from this book. Whatis different about ENGAGED! is the intense focus I will share onhow to measure the experience, creating unheard of visibilityamong leaders in your company. These measures are not newin concept, only in application. You will learn...

Details zur Ausgabe

• Verlag: Evolve Publishing Inc.
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 0989322211
• ISBN 13: 9780989322218
• Einband: Taschenbuch
• Anzahl der Seiten: 240
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar