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Special Libraries AssociationSpecial Libraries Association
Branding: It’s Importance and ImpactBranding: It’s Importance and Impact
M.A. FrancisM.A. FrancisNational CityNational City
28 February 200328 February 2003
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Brand is . .Brand is . . .
. . . . . . a promise by a company a promise by a company to its customers that to its customers that differentiates its products differentiates its products and services over time.and services over time.
The objective is customer loyalty.The objective is customer loyalty.
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Understanding the Brand Understanding the Brand PromisePromise
We want to dobusiness with youon your terms--when you want,where you want.
Low prices are just the beginning.
With our singular focus oncustomer service, we provide themost useful and ethical financialservices in the world.
With all of us working togetherto provide our customers withthe best service and products,we are forming a model for theindustry’s future.
We are Citigroup.Being the most successfulcomputer company in theworld at delivering the bestcustomer experience inmarkets we serve.
THE RITZ-CARLTONWe are ladies and gentlemenserving ladies and gentlemen.
The brand promise defines the customer’s expectations for the experience.
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Assessing Moments of TruthAssessing Moments of Truth
… and assessing their impact on customer's perceptions of the organization and their dependence on employees.
Ability toimprove customer perception oforganization
Ability toWeaken customerperception oforganization
Involves Direct Human Contact
Problem Resolution
Receive Statement(s) or Bill(s)
PlaceAutomatedTransaction
Routine “Customer”
Service
Branch Visit
VisitWeb SiteView
Advertisement
Open Account
Source: Mercer
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Changing Customer Changing Customer SatisfactionSatisfaction
Impacts “Business”Impacts “Business”
Highly Satisfiedto
Highly Satisfied
Highly SatisfiedTo
Satisfied
Highly Satisfied
ToSatisfied
SatisfiedTo
Less Than Satisfied
Satisfaction OverTime
What Happens to “business”When Satisfaction Changes?
($1,400)
($1,000)
$4,500
$4,800$5,000
$4,000
$3,000
$2,000
$1,000
$0
($1,000)
($2,000)
Source:HBR, March-April 1999
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Challenges: The Employee Challenges: The Employee PerspectivePerspective
Employees often experience severe disconnects between what customers expect and what they are able to expected to do.
CustomerExpectations
Fast Service
Personalized service
Convenience
One-stopping shopping
Answers
Problems resolved
Appropriate cross-sell
Employee Perspective
“I’m rewarded for servicing as many
customers as possible.”
“I don’t have the customer information I
need.”
“We’re understaffed.”
“Other departments are not responsive.”
BrandPromise
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Misaligned InvestmentsMisaligned InvestmentsMany companies under-invest in employees, which can dilute the impact of investments in brand, product development, and technology.100%
Importance100% Spend
Image Perceptions
Customer Service Perceptions
Product Perceptions
Other
Community Activities
PR
Customer Advertising
Customer Service Training
Product Advertising
Investments Relative to Brand Impact
Source: Mercer Consulting Group
Disguised Client Example
Importance to Building Brand
Current Investments
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Brand at “Special Libraries Brand at “Special Libraries Association”Association”
Decade of Name ChangeDecade of Name ChangeLike many companies, you have invested in image advertising:
•1992
•1997
•1998
•2000
•2001
•2002
•2003
What is “your” history?
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Current PositioningCurrent Positioning
The National City example:
The gateway to a broad range of financial services, National City is in business to bring together resources for our customers
Working with them, we identify and offer the best solutions that meet their financial needs at every stage of their business and personal lives
And by providing the assurance of continuity and excellence, our friendly, knowledgeable and experienced employees make it easy to do business with us.
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The Data Implies ChangeThe Data Implies Change
• The current positing statement is sound but we’d like to update it to reflect current customer demands
• The positioning statement should be crafted as a Brand Promise
• NCC has opportunity to differentiate itself with customers by delivering consistently and intentionally on its promise
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Building the Customer Building the Customer Champion CultureChampion Culture
How do you get there?
•Agreement on need for new Brand Promise
•Consensus around Customer Champion Brand Promise
•Motivated management team
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Building the CustomerBuilding the CustomerChampion CultureChampion Culture
The Key Implementation success factors
•Define the roadmap and the destination
•Commit to implementation
•Be prepared to stay the course
•Communicate and Reinforce
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The Brand PromiseThe Brand Promise
BrandedCustomer
Experience
Micro-MarketSegmentatio
n
Revenue
Initiatives
Service
Quality
BusinessProcess
Improvement
LeadershipInitiative
Compensation
(Incentives)
Sale and ServiceCulture
Employee Hiring/
Retention
Internet
Technology, Operations
Investments
Marketing/Advertising
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Brand Strategy DevelopmentBrand Strategy Development
A team should utilize multiple sources to develop the brand positioning.
•Executive interviews
•Review of existing customer / employee research
•Competition review
•Assessment of key value drivers and performance gaps
•Strategic alternatives
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Brand Strategy DevelopmentBrand Strategy Development
•Feedback from customers, employees and management
•Preliminary discussions with other Lines of Business- What is their strategy?
•Preliminary discussions with the Leadership Development Group to select the implementation teams
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Brand Positioning
TargetAudience
For Customers who expect to be regarded as valued individuals
Frame ofReference
- Markets served- Demographics
- Footprint- Competition
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Brand PositioningBrand Positioning
State the Brand Promise
“National City” cares about what’s right for customers
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The “Customer Champion” The “Customer Champion” Position at Position at National CityNational City
KeyElements
•Provide high level of overall service quality (convenience, speed and accuracy)
•Conveys sense of recognition and appreciation for the customer’s business
•Resolves problems in an efficient and personalized manner
•Proactive as well as responsive
•Provides unbiased financial advice
•Always offers the customer fair value
•Establishes and nurtures long-term relationships 18
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National City cares aboutDoing what’s right for
customers
Peace ofMind
Recognition/Self Esteem
ServiceQuality
Customercare
ProactivelyTrustedAdvice
Ease ofDoing
Business
ProgramBreadth
+Emotional Rational
National CityNational City Brand Promise Brand Promise
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EmotionalEmotional
Peace of Mind
Recognition /Self Esteem
•Offers fair value
•Bank takes ownership of customer
problems
•No surprises, no hidden charges
•Provides personalized service at each point of contact
•Shows appreciation for each customer’s business
•Values each customer’s business
•Recognizes customers by name
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RationalRational
Service Quality / Customer
care
Trusted Advice
Ease of Doing
Business
Product Breadth
Proactively
•High levels of accuracy, speed, and convenience, exceeding customer expectations
•Demonstrates appreciation
•Rewards loyalty
•Friendly environment
•Staff anticipates problems or needs
•Staff looks for ways to help customer achieve financial goals
•Customers are informed about better options to manage their money
•Staff provides trusted, unbiased and sound advice
•Customers are referred appropriately throughout the organization
•Each channel provides a convenient and efficient way of doing business with NCC
•Simplified products and pricing, allowing customers to understand what is best for them
•Efficient problem resolution and error correction
•Offers full range of products for life stages / financial situations
•Products are focused on wealth creation
•Products offered are high performance whether proprietary or not
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Implementation and Implementation and CommunicationCommunication
• Accountability
- Employees ARE the brand
- Take responsibility for customer satisfaction EVERY TIME and “delight” them occasionally
- Resolve problems without blaming others
Employee Behaviors
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Employee BehaviorsEmployee Behaviors
•Respect
-Treat one another with respect; value differences across LOB’s and units
WE ARE ONE
- Treat each customer interaction with respect, empathy, in an atmosphere of caring
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Employee BehaviorsEmployee Behaviors
• Friendliness
-Greet customers politely; recognize them and their relationships
- Listen
-Thank them for their business; make it easy for them
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Next StepsNext Steps
• Step #1 Invest in the people delivery of brand
•Step #2 Introduce promise elements in specific customer interactions with greatest customer value
•Step #3 Communicate the promise to customers Driven by success with #1 and #2, not by time
Examples: Problem Resolution
Customer Care
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Invest in the People Delivery Invest in the People Delivery of Brandof Brand
Training
Communication
HIRING
Recognition &
Reward
Measurement
“The Brand”
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