SOURCE: http://gmj.gallup.com CONTACT: The Gallup Management Journal INFORMATION: Editorial and Executive Offices1251 Avenue of the Americas, Suite 2350New York, NY 10020888-274-5447
Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them.
November 08, 2007
Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them, says William J. McEwen, author of Married to the Brand.
Gallup has found that employees often feel disconnected from the brands they're asked to represent. They also have little knowledge of -- or enthusiasm for -- what it takes to transform customer transactions into enduring relationships.
Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth. That's exactly why so many call centers survey customers to determine their level of engagement. But what happens in between measurements? Specifically, how can a team leader keep customer engagement from feeling like an isolated event, rather than a way of doing business?
There's no easier way for a company to generate buzz than by launching new products. And Wall Street sure loves to hail businesses for their creativity and innovation. But is churning out one new offering after another really effective? What happens when every pizza chain decides to offer a stuffed-crust pizza and every cellphone maker develops a slim Razr clone?
