In large organisations, the centralisation or offshoring of process steps on customer facing operations and leads to a lack of emotional connection with the customers, leading to a poor customer experience and erosion of brand value. How can companies build emotional engagement with staff while realising benefits of scale and cost?
Move beyond the idea of traditional boundaries, products, marketing and advertising. A Brands new role is service, being a resource provider and an enabler. Everyone in the organization plays a role here. Listening, responding and adapting with authenticity and conviction. Flexibility, versatility, and adaptability are key, but it is important to maintain a relentless focus on creating meaningful experiences for "all' involved.
The Difference between engage and connect is in how you approach collaboration. Emotional connections are formed when people are PART of the process. Think about experiences first!
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