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Imagine an organisation where everybody comes to work energised and driven. Where everybody goes above and beyond their job description every day, and heads home feeling proud of the contribution they’ve made. An organisation with all its people on point.
It doesn’t have to be a fantasy. With our system in place, any organisation can make this a daily reality. But first, you have to ask a few questions…
It is no longer enough to promise today’s customers exceptional goods and services — those goods and services have to deliver on a brand’s promise. If every experience of that brand is not consistent with this, customers move on.
It’s not just customers’ motivations that have changed, employees’ expectations have evolved too. Today, people don’t commit to an organisation for life, but nor are they necessarily chasing a bigger pay packet or a better car. Money and status may incentivise some, but they don’t motivate — that comes from the feeling of engaging in meaningful work, when a company’s values and mission statement truly resonate.
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In recent years, the mass market has given way to the individual. For customers, it is the age of the personalised and the bespoke, not ‘one size fits all’. Whether in product or service or both, today’s customer expects their unique needs to be acknowledged and addressed.
Every business is also made up of individuals. Work today is as much an expression of identity as it is an economic necessity, and people expect the company they choose to work for to offer them a unique experience that recognises and responds to them personally.
A compelling story can reassure, delight or engage the customer, creating a contextual relationship between them and the product or service. Slogans alone don’t spark desire anymore, but stories still have the power to trigger a purchase.
Everyone responds to storytelling — and that goes for employees too. For most of us, understanding the whats and hows of our everyday tasks is essential, of course, but it is an appreciation of the ‘why’ that enables us to assign meaning to our work. Stories show people ‘why’ they should commit to a cause or work towards a goal by tapping into its emotional significance.
The feeling of being recognised is powerful, for those working within a company as much as for its customers. But the mistake that many companies make is that they reward results for their own sake, rather than the efforts put in to achieve them. Under pressure to quantify, report and analyse and with no qualitative metrics to turn to, many managers overlook the personal investment a team member has made in their work.
Showing recognition is the simplest and most effective way of showing a person that their contribution makes a difference, and that they, as an individual, are valued for the work that they do.
Customers are rarely motivated by discounts or gifts with return visits — loyalty and brand advocacy are rooted in positive consistent experiences — a shared feeling of appreciation. Similarly, companies conventionally offer pay rises, promotions and perks in the hope of retaining talent. But this ‘loyalty card’ approach is becoming less and less effective — for customers and colleagues alike.
Every lasting relationship is a two-way exchange. People need to be listened to, and organisations that hope to win trust have to recognise that the onus is not on their people to demonstrate why they are worthy of the company, but on both parties to continually demonstrate why they deserve each other.
This mutual understanding is critical to a lasting relationship, and everyone involved has to work together to build it.
It’s an old adage that ‘the happy customer talks to three people and the unhappy customer talks to 10’. This still holds true, except that social media has magnified those numbers a thousandfold. The customer has the power to buy from a company and then ignore it forever, to champion it or denounce it.
Employees, equally, can choose to be active or passive, promoters or detractors. Management techniques can only do so much to motivate people. Ultimately, it is the individual who decides whether or not to engage – but it’s the company’s job to offer them a vision they can engage with.
In the 21st-century era of collaborative consumption, one of the most effective means of nurturing consumer loyalty is community marketing — the creation of a space in which customers can share their experiences of a brand. Driven by the pleasure of participating in an emotional exchange, customers become brand ambassadors.
The workplace too is its own community. However, truly effective synergy — that unique phenomenon when a team is acting together as one to achieve its goal, accomplishing things far greater than its individual parts ever could — can only be achieved when a shared vision and a sense of belonging are cultivated at every level throughout the organisation, starting at the top.
Customers are no longer mere consumers; they are seekers of pleasure. They are not solely interested in the product or service itself but also in the experience of acquiring it — ‘satisfied’ customers are the ones who experience not just a transaction, but a personal human encounter.
All people are at their best when they are free to be themselves and to take pleasure in their life and work. This shines back in their performance. Positive, light-hearted working environments inspire trust and transcend social divisions, generational barriers and cultural differences. In an open and celebratory culture that embraces humour, people feel comfortable laughing, sharing ideas and taking creative risks. Innovation thrives, and performance skyrockets.
The People on Point approach considers every relationship affecting an organisation’s performance: between employer and employee, employee and employee, employee and customer, and customer and the wider world. These are reciprocal and interconnected – even a small change can make a big difference.
To find out more about how the People on Point programme could help every facet of your business, leave your message below and we’ll get straight back to you.