Download - Harmonising Image and Identity
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Harmonising Image and Identity
Corporate Reputation and Competitiveness
Lecture 6
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The Corporate Reputation Chain
Customer
View
Employee
ViewReputation
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The Corporate Reputation Chain
Customer
View
Employee
View
Satisfaction
Loyalty
Revenue
Reputation
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The Corporate Reputation Chain
Customer
View
Employee
View
Satisfaction
Loyalty
Revenue
Satisfaction
Retention
Reputation
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The Corporate Reputation Chain
Customer
View
Employee
View
Satisfaction
Loyalty
Revenue
Satisfaction
Retention
Identity
Reputation
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The Corporate Reputation Chain
Customer
View
Employee
View
Satisfaction
Loyalty
Revenue
Satisfaction
Retention
ImageIdentity
Reputation
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The Corporate Reputation Chain
Customer
View
Employee
View
Satisfaction
Loyalty
Revenue
Satisfaction
Retention
ImageIdentity
Reputation
Other External Stakeholders: Suppliers,
InvestorsRecruitment
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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)
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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
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Corporate Personality
Agreeableness
Enterprise
Competence
Chic
Ruthlessness
Machismo
Informality
The 7 Dimensions of Corporate Personality
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AGREEABLENESS
Reassuring
Concerned Honest
Sincere
Socially Responsible
TrustworthyStraightforward
Open
Pleasant
Cheerful
Empathy IntegrityWarmth
Agreeable
Supportive
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Adventure
ENTERPRISE
Modernity Boldness
Imaginative
Up to Date
Exciting
Extrovert
Daring
Cool
Trendy
Young
Innovative
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COMPETENCE
Technocracy
Corporate
Technical
Leading
Achievement Oriented
Ambitious
Hardworking
Secure
Reliable
Conscientiousness Drive
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Prestige
CHIC
Snobby
Elitist
Refined
Exclusive
Prestigious
Elegant
Stylish
Charming
SnobberyElegance
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RUTHLESSNESS
Dominance
Authoritarian
Inward Looking
Selfish
Aggressive
Arrogant
Egotism
Controlling
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INFORMALITY MACHISMO
Rugged
Tough
Masculine
Easy going
Simple
Casual
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So What does a Good Reputation Look Like?
When Customer Facing Staff have a Better View of the Organisation than the
Customer
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Department Store No. 1
2
2.5
3
3.5
4Machismo
Informality
Ruthlessness
ChicCompetence
Agreeableness
Enterprise
staff customers
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Department Store No. 2
2
2.5
3
3.5
4Machismo
Informality
Ruthlessness
ChicCompetence
Agreeableness
Enterprise
staff customers
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Satisfaction
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
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Do Happy Staff Mean Happy Customers?
It Depends!!
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Sat i sf act i on
R2 = 0. 54
3.45
3.5
3.55
3.6
3.65
3.7
3.75
3.8
3.85
3.4 3.5 3.6 3.7 3.8 3.9 4
Staff Satisfaction
Cus
tom
er S
atis
fact
ion
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Financial Services Distributor: Satisfaction Scores by Branch
R2 = 0.3805
3.54
3.56
3.58
3.60
3.62
3.64
3.66
3.68
3.70
3.72
3.30 3.50 3.70 3.90 4.10 4.30 4.50
Staff Average Scores
Cu
sto
me
r A
vera
ge
Sco
res
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Customer Chic & Satisfaction
R2 = 0.6498
2.6
2.65
2.7
2.75
2.8
2.85
2.9
2.95
3
3.05
3.1
3.4 3.5 3.6 3.7 3.8 3.9 4
Satisfaction
Ch
ic
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Customer Satisfaction & Agreeableness
R2 = 0.6574
3.5
3.55
3.6
3.653.7
3.75
3.8
3.85
3.4 3.5 3.6 3.7 3.8 3.9 4
Satisfaction
Ag
reea
ble
nes
s
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Customer Satisfaction and Sales Growth
R2 = 0.4507
-10-8-6-4-20246
3.4 3.6 3.8 4
Customer Satisfaction
Sa
les
Gro
wth
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Do Image & Identity Correlate?
Oh Yes and How
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Informality
R2 = 0.7056
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
2.5 2.7 2.9 3.1 3.3 3.5 3.7
Staff
Cu
sto
mer
s
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Machismo
R2 = 0.6104
2
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
2.5 2.7 2.9 3.1 3.3 3.5
Staff
Cu
sto
mer
s
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Agreeableness
R2 = 0.8537
2
2.5
3
3.5
4
4.5
2 2.5 3 3.5 4 4.5
Staff
Cu
sto
mer
s
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Ruthlessness
R2 = 0.3963
22.1
2.22.3
2.42.5
2.62.7
2.82.9
2 2.5 3 3.5
Staff
Cu
sto
mer
s
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Chic
R2 = 0.8779
2
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
1 1.5 2 2.5 3 3.5 4
Staff
Cu
sto
mer
s
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Competence
R2 = 0.8655
3
3.2
3.4
3.6
3.8
4
3 3.2 3.4 3.6 3.8 4 4.2
Staff
Cu
sto
mer
s
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Enterprise
R2 = 0.9103
2
2.5
3
3.5
4
2 2.5 3 3.5 4 4.5
Staff
Cu
sto
mer
s
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Customer and Staff Satisfaction
R2 = 0.2822
3.4
3.5
3.6
3.7
3.8
3.9
4
4.1
3 3.5 4 4.5
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Company Values & Brand Values
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
Marketing PerspectiveHuman Resource 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
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How do you Manage Harmony?
There are Various Tools
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The Balanced ScorecardComplaints
SatisfactionCustomer Loyalty
Market Share
Sales Growth
Cost Control
Profitability
Added Value
Staff Loyalty
Training
Morale
Vacancies
Stock
Waste
Availability
Productivity
Queue Length
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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.
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The Corporate Reputation Chain
The
CorporateCustomer
View
Employee
View
Satisfaction
Loyalty
Revenue
Satisfaction
Retention
ImageIdentity
Persona
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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
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THE BRANDED EXPERIENCE
-1 Preconceptions, Expectations, Prior Experience1 Access to the store, signage, parking, availability of
trolleys, first sight of store2 Entrance “welcome”, floors, lighting, staff greeting,
signage, temperature, product display, smell, busyness3 Lead department, colour, smell, sound, flooring,
cleanliness, mood4 Crowding, price points, impressions of other customers,
number of staff uniforms in sight, music, product range and display, clutter.
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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