Andrew Reise Consulting was engaged by a large telecommunications provider to assist in developing an employee-focused strategy to enable their new brand. Our client already had a strong company culture, but they needed to ensure they had the Right Employees with the Right Behaviors required to deliver the new brand promise. It was critical that the company’s front line employees understood and emulated the brand in order to optimize the power of the brand and the overall customer experience.
Our client was preparing to launch a new brand that would further differentiate their business from against their competitors by providing the best customer experience. The brand strategy would not be successful if they did not have the right employees to deliver the brand message. Specifically, our client wanted to focus on the following two areas:
Right Employees: What attributes do employees need in order to deliver the new brand? Did their existing front line employees have those attributes? Did the company have the right processes, policies and career paths in place to attract and identify candidates with these attributes?
Right Behaviors: What types of behaviors are required to deliver an emotional brand? Did the company have the right training, development, and compensation programs in place to ensure they were promoting and developing the right behaviors?