Employee Ambassadorship: Optimizing Customer-Centric Behavior from the Inside-Out and Outside-In
- 3h 23m
- Michael W. Lowenstein
- Business Expert Press
- 2017
There have been a number of professional and academic studies, in multiple industries, linking employee attitudes and behaviors with the value customers perceive in their experiences. Through targeted research, and resultant training, communication, process, and reward and recognition programs, what we define as ambassadorship formalizes the direction in which employee engagement has been trending toward for years. Simply, the trend is optimizing employee commitment to the organization and its goals, to the company’s unique value proposition, and to the customer. This is employee ambassadorship, a state beyond satisfaction and engagement where all employees are focused on, and tasked with, delivering customer value as part of their job description, irrespective of location, function or level. There is growing general agreement that both developing employee ambassadors and customer advocates should receive high priority and emphasis if an enterprise is going to be successful. What building ambassadorship does mandate, however, is that having employees focus on the customer will definitely drive more positive experiences and stronger loyalty behavior (for both stakeholder groups). Because antecedent approaches to employee engagement (through research and application) are principally about productivity and alignment, and offer an organization only modest insight about level or degree of customer-centricity, more connection between employee behavior and customer behavior builds focus, effectiveness, and profitability. That is what the content/scope of Employee Ambassadorship will help provide.
About the Author
Michael Lowenstein, Ph.D., C.M.C., is Thought Leadership Principal with Beyond Philosophy, an international customer experience consulting organization; and he specializes in customer analytics, employee ambassadorship research and training, predictive modeling, and strategic customer lifecycle management research and training.
In this Book
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The Evolving Role(s) and Needs of Employees … and How to Stay in Front of Them
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Customer Centricity and Stakeholder Centricity, and the "People-First" Employee Experience
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Challenges (and Opportunities) Represented by Focus on Employee Satisfaction and Engagement
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The Linkages Between Employee Commitment and the Customer Experience
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Building to Employee Ambassadorship: Concept Scoping and Enterprise Value
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Customers and Employees, and the Emotional Drivers They Share As Stakeholders
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Measuring the Macro (Enterprise and Group) Level of Employee Ambassadorship
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Addressing and Assessing the Impact of Employee Negativism and How a Stakeholder-Centric Culture Can Fix This
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The Employee Life Cycle of the Future and Ambassadorship in Practice
