The Big Lesson of CBS’s

Undercover Boss?

People Matter

Customers and employees are the overlooked 5th P of marketing:

Product

Price

Place (distribution)

Promotion

--Plus

People

What changed?

Companies can now measure the connection between loyal customers, and engaged channel partners, employees, vendors, and even their communities.

Organizations can now measure the impact of an inefficient employee behind the scenes or at the counter.

How? A relentless focus on the connection between customer

and employee satisfaction

An Undercover Boss

Customer relationship management software

Point of sale software

Web traffic

Social-networking feed back

Statistical process controls

Marketing for the first time can be measured more like manufacturing.

The Economics of Engagement Are Compelling

Engagement plays a key role in the success of nations and businesses.

(Did the Soviet Union fall because its system failed to engage? )

The Essentials of Enterprise Engagement

The people value chain—the interconnection of all of our people to results

A culture of innovation and collaboration between everyone who touches the company from customers to the community.

The mix of tactics appropriate to each audience, challenge, or opportunity

Enterprise Engagement Is a Big Field

It requires understanding interconnected audiences and how to align engagement strategies between:

Customers

Channel partners/distributors

Salespeople—promise makers

Employees—promise keepers

Vendors

Communities

Enterprise Engagement: The Psychological Component

It requires an understanding of what inspires people to performance:

Leadership and vision

Effective communication

Capability

Personal meaning and task value

A sense of feeling support and being valued

Measurement and feedback “Rewards, Incentives, and Workplace Motivation,” published by the Incentive Research Foundation.

It Integrates Fields and Tools That Were Once Siloed

Leadership and Coaching Training Performance and Financial Measurement Communication (Meetings, printing, social

networking, the Internet) Collaboration and Innovation Surveys and Polls Technology Employee Recognition and Alignment Consumer Marketing Incentive Program Design Culture

The bigger the audience, the more expertise required.

A New Knowledge-Base Required

Every executive or manager needs to get it.

The old silos remain a major challenge.

Leadership often is required to break down barriers.

Engagement is Universal

More organizations are adding engagement to executive titles

Organizations have the data to know they have a problem—what they lack are clear solutions.

Engagement Expertise Wanted

How to make it happen?

This is a brand new discipline

The bigger the organization or customer base, the bigger the challenge

The Big Question:

The Enterprise Engagement Institute and Marcus Evans are working together to provide comprehensive information on this emerging field.

Formal training programs will be introduced shortly at select Marcus Evans conferences.

A certification program for individuals and organizations is being developed based on research and best practices.

We are using a highly interactive process to develop the curriculum: you are welcome to get involved to help shape the final product and share it with your organizations and others.

From Research to Action

Research on engagement

Development of a formal curriculum and certification

Enterprise Engagement Institute

A coalition dedicated to helping organizations profit from Enterprise Engagement, including:

Organizations in the for profit, not-for-profit, academic, and government sectors

Suppliers of engagement services and products

The Enterprise Engagement Alliance

Web portal with latest news and how-to articles

Magazine

Blog and twitter

EEA Activities

A systematic, research-based approach to profiting from engagement for the benefit of:

 

Your organizations

Your personal success

The End-Result