Branding Inside Out - Internal Engagement

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Course Overview

A priority for many organisations is how they can engage employees into commonly held values and the management of the customer experience. The delivery of a consistent customer experience is now recognised as a potential source of differentiation - particularly in mature and commoditised markets. Furthermore, it is seen as key to engendering trust and retention amongst your customers. After all, "almost 7 out of 10 customers 'defect' as a result of a negative customer experience" (Source: White House Office on Consumer Affairs).

Audience

• If your chief concern is customer and market orientation
• you are focused on ensuring organisation-wide commitment to - and delivery of - the brand promise. This course is not solely for senior marketers
• any senior manager with strategic responsibility and a need to drive results will greatly benefit from attending.

Skills Gained

It has long been accepted that customer loyalty and advocacy is highly profitable and therefore related to shareholder or broader stakeholder value, yet many organisations still fail to fully equip themselves to deliver the sort of consistent customer experience often required to create loyalty. 'Branding Inside-Out' will ensure consistent delivery of your brand promise throughout the customer journey, building trust, loyalty and, ultimately, advocacy with internal and external customers, and being able to measure progress and impact.

You will leave this programme with a defined approach to internal brand engagement and alignment for your own organisation and be able to utilise your renewed confidence and the given techniques to gain not only top-team buy-in, but also involvement. When you get back to your organisation, you will have an action plan for leading and directing measurable internal change.

Course Outline

• Demonstrate a business justification for internal brand engagement
• Gain senior management buy-in, and get them involved as ambassadors
• Approach an internal engagement initiative within the context of your own organisation
• Change behaviours - live the brand throughout your organisation
• Change processes - from customer communications to how you recruit, interview and appraise
• Demonstrate a difference - measure progress, success and Return on Investment (ROI)

Branding Inside Out - Internal Engagement / 0170