December 17, 2012
As a specialist in employer branding and HR communications, I’m always looking for hiring, onboarding, and training samples and ideas. Here’s one I recently came across. It’s a training video, produced by Wendy’s, instructing employees on how to prepare hot beverages. The video seems to have been produced in the late 80s or early 90s.
Here’s why I love it:
It’s actually informative.
I work just a block away from the Wendy’s on Fifth Avenue but rarely have a reason to go inside. Watching the video, however, I learned that Wendy’s sells not just coffee and decaf but also hot tea and cocoa. I honestly had no idea that I could get hot chocolate at Wendy’s. And who wouldn’t want their drink served with a “juicy slice” of lemon?
It wasn’t posted by Wendy’s.
At least, as far as I can tell. The video is posted on a personal YouTube account with no affiliation to the restaurant. The video is so entertaining (or so kitschy) that someone decided to post it for the world to see – and more than 225,000 people have viewed it. Rather than trumpeting this video to the public, Wendy’s was simply trying to educate and amuse their employees; the fact that it’s going viral without their help makes its success completely authentic.
It didn’t have to be fun.
The training video for preparing four hot drinks could have been straightforward. A smiling Wendy’s employee could have conveyed the information in two minutes, at little cost. But Wendy’s took this video to a whole new level, writing an original song, adding effects, and turning a simple one-shot setup into a production with multiple cuts and angles. I’m sure that employees watching the video would go from smiling to laughing to tapping their feet. Even if they’re laughing for the wrong reasons, they’d at least know they’re joining a company that values fun.
This video is proof that it’s possible to be cheesy, fun, and informative all at the same time.
The next time you’re about to create training materials, remember “Hot Drinks” and ask yourself: Is this as fun as it could be? Will it keep the employees’ attention? And if an employee posts it online – a real possibility in the digital age – how will our brand look?
December 3, 2012
It’s important to have a well-executed, well-timed strategy that generates the most buzz from all audiences – both internally externally. A bad launch can undo much of the hard work you put into the rebranding itself.
Here are four steps to ensure your rebranding is successful.
Every one of your channels and materials should announce the new name, logo, focus, or services. That includes your website, your email signatures, your newsletter, and your blog. Make it clear that your operations won’t be interrupted and that current customers have nothing to worry about. Give a link or email address where customers can ask questions.
I also recommend a press release distributed through PR Newswire or free services like Online PR News and Newswire Today. Here you can go into more detail about the how and why of the rebranding. Accentuate the positive and promise there will be no problems with customer service or product offerings. Include quotes from your CEO. And press releases are great for SEO – especially if you’re changing or adding keywords to your brand.
2. Change Your Social Media
If you’re rebranding is just in the form of a new logo and tagline, it’s pretty easy to change your social channels’ profile pictures, icons, and “About Us” copy. But if you changed your name or even your focus, get ready for more of an overhaul.
You can change your Twitter name at anytime, but your Facebook Page URL can only be changed if you have less than 100 likes. You can request a change from Facebook directly or simply create a new Page, encouraging your fans to follow you there. Then taper off your posting on the original Page.
As for YouTube, don’t worry about uploading all your videos to a new account. Though you can’t change your username, you can create a vanity URL that directs viewers to your original YouTube channel. Personal Pinterest usernames and Google+ names can be changed with only a few clicks. The hardest site to alter your name? LinkedIn, which requires a special email request.
|A great example of a blog post explaining a company’s rebranding
3. Make Corrections in the Field
Personally inform any blogs or publications that have covered you or listed you of the rebranding.
Do a search for your brand. If you see it mentioned in a blog or message board, write a comment that notifies readers of the rebranding. It can be as simple as “Kentucky Fried Chicken is now KFC.” Informative without being too promotional.
In fact, you can even enlist your employees. We once worked with a major financial client that held a contest, giving a prize to any worker who found an example of its old logo anywhere on its websites.
Make sure your partners, clients, and vendors are aware of the change and have your new branding on all their materials. Shut down or redirect any legacy sites or links that may confuse your customers. Make sure your Google AdWords or Facebook Ads accounts have your new keywords. Search several pages deep into search engines to see if there’s any website you missed.
Of course, there’s always a small chance that the public won’t respond to your new branding. Look at what happened when the Gap changed its logo. The same thing is happening to JCPenney – but the Gap had the sense and humility to switch back
As our name implies, Brandemix specializes in branding, rebranding, and employer branding. If the process seems overwhelming, or you’re ready for a major change, we’d love to get into the mix!
November 26, 2012
We’ve written about Zappos’ great social media efforts, but the online shoe retailer has other impressive qualities, too. In this week’s guest post, Software Advice’s Ashley Furness tells you how to create a Zappos-like culture of customer service using performance metrics.
It seems traditional marketing increasingly turns away customers in today’s Yelp and social media-obsessed world. Advertising, PR, and other promotional spending fall on deaf ears while bad messages travel further, faster.
This has prompted a sea-change in the way some companies approach their marketing budget. Could a Zappos-level of customer service provide a better return on investment?
“Zappos invests in the call center not as cost, but the opportunity to market,” Zappos Loyalty Manager Joseph Michelli explained to me recently. He authored a whole book on the concept, called The Zappos Experience. This has resulted in as much as 75 percent of their sales coming from return customers, who spend on average 2.5 times more than first-timers.
So how do you create this Zappos-like culture? It starts with the basics – performance metrics.
It’s About the Wow Moments
Making the customer feel appreciated is a priority for Zappos. They do this by grading calls on a 100-point scale they call the “Happiness Experience Form.” Every agent is expected to maintain a 50-point average or higher. This score is based on several factors, including:
• Whether or not the agent tried to create a personal emotional connection with the caller
• Whether or not the agent continued the conversation if the customer responded positively
• Whether or not the agent identified and responded to the customer’s unstated needs
• And whether or not the agent gave a “wow” experience or went above and beyond
“Customer service creates an environment of one-to-one communication. That intimacy creates a special opportunity to build a relationship as opposed to a top-of-mind impression through advertising,” Michelli said.
At the end of the month, management identifies agents with less than a 50-point average on the Happiness Experience Form. Those agents receive extra training. Top performers are rewarded with paid hours off and other incentives.
Zappos also monitors “abandonment time,” or periods when an agent has a chat session open even though the customer already disconnected from the chat. The reason this is so important is two-fold:
One, idle chats are a symptom of chat avoidance – or the agent purposefully creating conditions so they don’t have to respond; and two, when agents aren’t responding, customers wait longer. The longer they wait, the more apt they are to abandon the session.
This strategy zeroes in on the cause of unproductivity in the chat setting – idle chats – without deterring agents from expressing the values in the Happiness Experience Form.
Still Measuring Call Quantities?
Zappos’s longest call on record lasted more than eight hours, and guess what? This interaction was lauded by leadership as a stellar example of serving the customer.
“It’s more important that we make an emotional connection with the customer, rather than just quickly getting them off the phone,” says Derek Carder, Customer Loyalty Operations Manager for Zappos.
Instead of valuing quick time to resolution or processing high call volumes, Zappos looks at the percentage of time an agent spends on the phone. Every agent is expected to spend 80 percent of their time on the phone, in chat, or in an email response. This metric is a way to empower the team and to utilize time in a way that best promotes customer loyalty.
Absenteeism can be a huge detractor from your customer service productivity. Zappos uses a program they call Panda to combat this trend. Employees receive a point for every day they miss work or come in late. Staff with zero points in a given period receive a varying number of paid hours off. These hours can be accrued and stacked for an entire paid day off.
This decreases the days missed by employees, but also increases job satisfaction. What Zappos-level strategies does your company use to create a customer-centric culture? Let us know by commenting here.
Ashley Furness is a market analyst with Software Advice.
November 20, 2012
All it takes is one person to believe in you.
Organizations across America have believed in Brandemix to develop branded communications that attract, educate, and engage their target audiences.
During this time of year, we feel it’s important to give thanks for that trust and to give back as well. That’s why we make regular contributions to Kiva, a nonprofit organization that enables people like you and me to extend microloans over the web to low-income entrepreneurs in struggling communities, whether as far away as Africa or as close as Staten Island and New Jersey.
We chose Kiva out of many other microlending sites because eighty percent of its recipients are women, who are sometimes single-handedly supporting large families. As a certified woman-owned business enterprise, we believe in strengthening women around the world.
No matter how difficult our lives at the moment, people are suffering far more in many places – too many – across the world. Please take the time to visit www.kiva.org and give to the worthy cause of your choice. It’s not charity; it’s a loan, and more than 98% of Kiva recipients repay the loan with interest.
Lending through Kiva creates desperately needed capital in some of the poorest parts of the globe. It bypasses corrupt governments and predatory banks and ensures that the money goes directly to those who will use it. When the loan is repaid, you can give the money to another entrepreneur, donate it to Kiva’s general fund, or simply withdraw it. It’s a great way to give.
We hope you’ll join our efforts to fight poverty around the world and here in the US. From all of us here at Brandemix, happy Thanksgiving.