Harmonising Image and Identity

1. Harmonising Image and Identity Corporate Reputation and Competitiveness Lecture 6

2. The Corporate Reputation Chain Employee Customer Reputation View View

3. Satisfaction Employee Customer Reputation View View Loyalty Revenue The Corporate Reputation Chain

4. The Corporate Reputation Chain Satisfaction Satisfaction Employee Customer Reputation View View Retention Loyalty Revenue

5. The Corporate Reputation Chain Satisfaction Satisfaction Employee Customer Reputation View View Retention Loyalty Identity Revenue

6. The Corporate Reputation Chain Satisfaction Satisfaction Employee Customer Reputation View View Retention Loyalty Identity Image Revenue

7. Other External Stakeholders: Suppliers, Investors The Corporate Reputation Chain Recruitment Satisfaction Satisfaction Employee Customer Reputation View View Retention Loyalty Identity Image Revenue

8. Managing Reputation: Creating the Chain • Image and Identity must be harmonized • There must be symmetry: the same brand personality must be relevant to both employees and customers. • There must be affinity, an emotional linkage between the customer and staff such that what customers value in the brand employees value too • There must be connection, a rational linkage, a reason why staff should be satisfied because customers are satisfied (sales incentives, stock options)

9. Forging Links • Links between image and identity and between image and performance are rarely in place. • It is the role of management to ensure that they exist

10. Agreeableness Enterprise Competence Corporate Personality Chic Ruthlessness Machismo Informality The 7 Dimensions of Corporate Personality

11. AGREEABLENESS Warmth Empathy Integrity Cheerful Concerned Honest Pleasant Reassuring Sincere Open Supportive Socially Responsible Straightforward Agreeable Trustworthy

12. ENTERPRISE Modernity Adventure Boldness Cool Imaginative Extrovert Trendy Up to Date Daring Young Exciting Innovative

13. COMPETENCE Conscientiousness Drive Technocracy Reliable Ambitious Technical Achievement Oriented Secure Corporate Hardworking Leading

14. CHIC Elegance Prestige Snobbery Charming Prestigious Snobby Stylish Exclusive Elitist Elegant Refined

15. RUTHLESSNESS Egotism Dominance Arrogant Inward Looking Aggressive Authoritarian Selfish Controlling

16. INFORMALITY MACHISMO Casual Masculine Simple Tough Easy going Rugged

17. So What does a Good Reputation Look Like? When Customer Facing Staff have a Better View of the Organisation than the Customer

18. Department Store No. 1 Machismo 4 3.5 Enterprise Informality 3 2.5 2 Agreeableness Ruthlessness Competence Chic customers staff

19. Department Store No. 2 Machismo 4 3.5 Enterprise Informality 3 2.5 2 Agreeableness Ruthlessness Competence Chic staff customers

20. I am pleased to be associated with Company X I feel an affinity with Company X I would recommend Company X to a friend or colleague Overall satisfaction with Company X Satisfaction

21. Do Happy Staff Mean Happy Customers? It Depends!!

23. Financial Services Distributor: Satisfaction Scores by Branch 3.72 3.70 3.68 3.66 3.64 Customer Average Scores 3.62 3.60 3.58 2 R = 0.3805 3.56 3.54 3.30 3.50 3.70 3.90 4.10 4.30 4.50 Staff Average Scores

27. Do Image & Identity Correlate? Oh Yes and How

36. Company Values & Brand Values Human Resource Perspective Marketing Perspective Be energetic, innovative Look after our people so they look after our customers Trust and respect each other Support each other and praise more than criticise Enjoy work, celebrate success Innovative and Modern Friendly and Helpful Honest and Down to Earth Efficient and Simple Ethical and Community Conscious So that the company will be Trusted, Admired and Liked

37. How do you Manage Harmony? There are Various Tools

38. The Balanced Scorecard Staff Loyalty Complaints Training Satisfaction Customer Loyalty Morale Market Share Vacancies Sales Growth Stock Waste Cost Control Availability Productivity Profitability Queue Length Added Value

39. Micro Behaviours • Actions including those at a subliminal level such as body language that, collectively, affect image and identity. • Micro behaviours can be trained, but often the training will in itself create a negative impression of employees going through the motions.

40. The Corporate Reputation Chain The Satisfaction Satisfaction Employee Customer Corporate View View Persona Retention Loyalty Identity Image Revenue

41. THE BRANDED EXPERIENCE Generally: Product brands build associations using media advertising Service brands build associations through the experiences customers have and the tangibles (buildings, people) associated with the service

42. THE BRANDED EXPERIENCE -1 Preconceptions, Expectations, Prior Experience 1 Access to the store, signage, parking, availability of trolleys, first sight of store 2 Entrance “welcome”, floors, lighting, staff greeting, signage, temperature, product display, smell, busyness 3 Lead department, colour, smell, sound, flooring, cleanliness, mood 4 Crowding, price points, impressions of other customers, number of staff uniforms in sight, music, product range and display, clutter.

43. THE BRANDED EXPERIENCE(cont.) 5 Time perception, quality perception, significant incidents, staff contact, moments of delight 6 Checkout, bagging, staff contact, perception of staff, satisfaction with experience, ease of exit 7 Reaction of “significant others” to mention of experience, own reaction, sources of reinforcement