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June 2007

June 2007. Trends and Directions Employees as Brand Ambassadors. Prepared by:. Employees as Brand Ambassadors. Example: Disney. At the Disney Parks and Resorts, guests come into contact with cast over 2.5 billion times a year.

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June 2007

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  1. June 2007 Trends and Directions Employees as Brand Ambassadors Prepared by:

  2. Employees as Brand Ambassadors Example: Disney At the Disney Parks and Resorts, guests come into contact with cast over 2.5 billion times a year. Each contact is a chance to win over a customer or lose one. Michael Eisner

  3. Employees as Brand Ambassadors • Three keys set the foundation for developing Employee Brand Ambassadors: • Respect • Communication • Growth

  4. Employees as Brand Ambassadors The Winning Game Plan: • Strong Foundation • Unwilling to Compromise Roster Selections • Passionate Development • Support Both the Employee and Their Customer Relationships

  5. Strong Foundation

  6. Develop a Strong Foundation • The Importance of Culture • Values • Principles • Beliefs • Storytelling in the Organization • Having “Soul” • The Importance of Mythology “Company Absolutes”

  7. The Employee Comes First The Virtuous Cycle of Enlightened Hospitality • Interests of employees must be placed directly ahead of those of our guests • Team members “jazzed” about coming to work • Feeling motivated, enthusiastic, confident, proud, and at peace

  8. Company Absolutes • Know what your concept stands for • Communicate this to your employees through words and actions • Do not waver on these points • Employees appreciate consistency and a moral compass • Respond swiftly to compromised “Absolutes”

  9. Company Absolutes • The Peer Pressure Paradox: • The arrival of the “new guy or girl” • The predominant attitude • This is how we do things • New person is going to make a choice

  10. The Inverted Support Pyramid Customers Staff/Employee Supervisor/Manager GM Regional VP’s CEO

  11. Trust • Horizontal and vertical • Correlation between employee trust and factors such as positive word of mouth and profitability • Managers provide enabling support and earned empowerment

  12. Trust Example: Nordstrom The minute you come up with a rule you give an employee a reason to say no to a customer. That’s the reason we hate rules. James F. Nordstrom

  13. Trust • Trust always affects two outcomes: • Speed • Cost Trust Speed Cost Cost Trust Speed

  14. Mythology • Every culture possesses lore and legend • Teaches values and reinforces ideals • Provides historical grounding • Illustrates aspirations and defines actions

  15. Your Company Story • Avoid “corporate babble” • “Leveraging core assets” does not fire up employees • Legends give employees and customers a reason to care • Guides marketing and planning

  16. Storytelling in the Organization • Norman Brinker • Culinary students • Respect and concern for the person • Doing the right thing Example: Brinker International

  17. Unwilling to Compromise Roster Selections

  18. In Search of “Larry” Have you seen this man?

  19. The Profile Seek out employees that instinctively align with your culture • Fred is a postal carrier in Denver • Work approach exemplifies empathy and personalized service • The misplaced package

  20. The Profile • Instinctively recognizes business is a transactional affair • Sense of obligation to both customer and company • Primary purpose is ensuring customers leave delighted Larry the Airport Shuttle Driver a.k.a “Fred”

  21. The “Typical” FOH Workplace Five Employee Types “Home at Last” The Timex Crowd The Teeter Totters Energy Vampires The W-2’s

  22. Hire the Right People The biggest mistakes hiring managers make is being impatient and unprepared • Select “representatives” for the organization • Determine the “Default Position” • Hire people who have the right attitude, and train the skill set • If you don’t want to hang around this person, then neither will your customer

  23. Have a Plan… and Patience • People want to work with others who share their “success characteristics” • Learn from the past to succeed in the future • Successful employee traits • Where did they come from? • Friends, clubs, associations

  24. Go to the Source Example: Home Depot • National Hiring Partnerships Program • Created an effective pipeline • AARP • Art Institutes • Operation Career Front

  25. The Social Network Example: Monical’s Pizza • Excellent reputation as an employer • Hourly job applicants references from existing employees • Current employees recruit individuals to take their position

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