Linking Customer and Employee Satisfaction to the Bottom - Assignment Example

Name: Course: Institution: Date: Marketing 1. What is an effective communication strategy? What role can customers play as part of a firm’s communication strategy? Would you say employees have a role to play in a firm’s communication strategy? As part of your answer use concrete examples to make your point. An effective communication strategy is a tool that is designed to help an organization to engage in effective communication to ensure that it meets its objectives and goals (Allen & Morris 12). From this definition it is possible to perceive an effective communication strategy as a tool that is used to convey information that is specific in terms of the issue, event, situation and the audience (Walker 34). It therefore serves as a blueprint for engaging stakeholders among other members of the organization (Haley 23). Any effective communication strategy must be able to give an outline of the goals and objectives of communication, identify the stakeholders, specify potential communication techniques and specify the techniques that can be used in obtaining feedback (Morrill 46). Customers are essential stakeholders who are considered relevant for the success of organizational goals. This is largely because they are in charge of making decisions on whether to purchase a product or service (Allen& Morris 18). Developing an understanding of how customers think can provide great insights on the structure of a company’s key communication messages (Cushman & Sarah 56). Firms therefore must invest a lot of time and effort in profiling information about their customers, their behaviours, their thinking and how all these traits relate to their purchasing decisions (Walker 34). Customers also play a role of providing feedback through the available platforms on their understanding of any information that is communicated. It is important to note that these feedbacks will help a firm in determining the understanding of the information, understand trends in behaviour through an analysis of feedback and interpretation in relation to the goals and objectives of the communication (Allen& Morris 22). The impression that customers get when they come in contact with any form of communication from an organization will determine the efficiency and effectiveness of the communication tool. Branding is one of the techniques of implementing an effective communication strategy (Aamod et al, 34). The first impression it makes on the customers will facilitate the impression made on the products or services of the business (Aamod et al, 34). Employees play the role of formulating and implementing effective communication strategies in a company (Aamod et al 39). Prior to the formulation and implementation of any communication strategy a firm through its management must ensure that the employees concerned understand the strategy to facilitate an easier way of implementation (Allen& Morris 26). Prior to the implementation process, employees must be trained to ensure that they avoid common mistakes during the process, develop techniques of reaching out to stakeholders, measure progress of the communication strategy and engage in monitoring the strategic plan (Walker 44). Employees also interact with the customers in order to receive their feedback on any information. Decisions on the employees who play role of implementation is the sole responsibility of the management. This means that an organization has the responsibility of identifying the people who are best placed to implement communication strategies (Hennig-Thurau 30). The selected employees have to be tactful. A thorough engagement with the human resource department of the relevance of the communication strategy will help the employees to develop some sense of ownership and this is important in ensuring that there is high level of efficiency and effectiveness in relaying the information and responding on customer feedback (Walker 55). In addition, employees also get to understand the benefits of using a communication strategy in relation to the progress of the organization and the development of individual employees (Hennig-Thurau 34). 2. What role do relationships play in business? How can relationship strength be measured? How can customer attachment to a brand be built? Discuss examples of firms that were able to build customer attachment. Relationship between different stakeholders in an organization is an essential determinant of success or failure of a business entity. For example the relationship between customers and an organization, employees of an organization and the relationship between employees and the management plays an informative role in determining the types of strategies, and other developmental initiatives that any business can develop and implement effectively (Rector 115). The relationship between customers and a business is often influenced by the products or services that the business provides. This influence is often sustained by first impressions which will be essential determinants on whether a mutual relationship will be developed between the customer and the business (Rector 118). First impressions are often generated from the branding of the product or service and the effectiveness of efficiency of the selected product or service in realizing its intended mandate (Stein 23). The relationship between employees in any business entity is often defined by the employer’s policy on interpersonal relationships at the workplace (Stein 26). The human resource management, while working closely with the management of any business is often charged with the responsibility o ensuring that there is satisfaction among employees as this fosters the spirit of cooperation and teamwork within the business (Barlow & Dianna 91). A successful business enterprise is one that ensures a work-life balance considering that such a policy or a program will ensure some comfort among employees (Rector 123). Relationship strength in any business, especially that which focuses on the relationship between customers and the organization can be measured through the feedbacks that the organization receives from its customers based on the quality of the services and products provided (Rector 124). Positive feedback is considered as an indication of a mutation relationship between employees and the organization. Negative feedback is an example of a discordant relationship between the employees and the organization and a skewed relationship between different stakeholders within the organization (Stein 33). The Brand Pyramid can be used to ensure effective development of customer attachment to a brand. This is a technique that is used in attracting more customers to the brand on a step by step basis (Stein 88). At the first level, an organization can provide the brand to the target customers. At the second level the organization can start informing customers of the relevance of the brand in meeting their needs (Barlow & Dianna 100). This is followed by the performance levels where customers are asked to compare the brand to its competitors (Barlow & Dianna 101). The fourth level is helping the customer to understand the advantage of using the brand (Paharia 56). The last stage is bonding where a customer has understood the brand and is encouraged to become vocal advocates of the brands as a technique of creating awareness (Barlow & Dianna 104). Apple and the Coca-Cola Company are some of the organizations that have been able to build customer attachments. These companies have been able to create customer loyalty by providing variety and updates products. Apple for instance has met the needs of its customers through the provision of production of varieties of mobile phone devices, micro-computers such as iPods and iPads that satisfy need in terms of portability, efficiency and effectiveness (Edson& Ernest 14). Coca-Cola has been able to ensure brand loyalty by providing varieties of beverages that suit the interests of different customers on a global scale (Barlow & Dianna 120). 3. What are some of the factors that firms need to consider when thinking about an effective innovation culture? How can an innovation culture for firms be built and sustained over time? Discuss examples of firms that you believe are innovative today. The type of management that an organization has is an essential factor in the process of establishing an effective innovation culture (Davenport et al 21). This is because the management has the responsibility of formulating and implementing policies, and the acceptance to embrace innovation is considered essential in any organization. Compensation schemes developed by organizations help in motivating and reinforcing the culture of innovation. Innovation is a risky procedure considering the underlying costs arising from violations of existing processes (Davenport et al 21). It is the responsibility of an organization to encourage such initiatives since they do not only enhance the productivity of an organization but also boost the moral of employees on developing techniques of improving their wellbeing of the organization (Deschamps 22). Effective communication is also a factor to consider especially where there is perfect understanding between the leadership and the employees (Deschamps 30). Other than the commitment of the management, it is important for the management to engage employees in constant communication concerning innovations from the initiation stage to the implementation (Christensen &Michael 112). This will guarantee ownership. Training is also an important culture in the transition to the culture of innovation. Communication informs on what to do while training teaches on how to execute an activity (Davenport et al 26). Training should be focused on novel methodologies of generating ideas and the development of new approaches for innovation (Deschamps 29). An innovation culture of any company can be built and sustained overtime by reshaping the organizational culture to be innovative (Doz & Keely 45). This will involve the provision of a platform where those with innovative ideas can present them for scrutiny on the basis of how the organization stands as a beneficiary of the idea or imitative (Davenport et al 28). An organization can also implement a process of managing innovation. This is the platform that will recognize, analyze provide the necessary facilities in the development of the innovative idea (MacGregor & Tamara 56). The managing process will also determine the rates of compensation for innovative individuals (Deschamps 34). The development of a clear strategy on innovation will be inclusive of the perfect strategy for new product or service development (Leonard 67). In addition, such a strategy will inform the achievements that have been made and the expectations of the company. This will provide a sense of direction and purpose for individual interested in innovation (Deschamps 38). There are many companies around the world that are celebrated for their innovative cultures. BMW through its innovative ways has introduced Touchpad iDrive in its motor vehicles. Through this innovation, the company endeavors to introduce a touchpad interface by inputting alpha-numeric in to the motor vehicle navigation system (Gantriis & Henry 10). This transition makes BMW a force in the use of modern technology to improve its products. The company through My BMW Remote, has provided an integrating the motor vehicle system with an individual’s iPhone (Gantriis & Henry 11). This interface allows a car owner to control numerous functions of his or her car from the comfort of an iPhone. Google appears to be on the verge of taking over from Apple the throne of the most innovative companies. This is especially on its innovation of Google Maps which provides an interface of viewing the world from numerous views (Copeland & Google 1-2). Google also announced the development o new subscription music service such as the Google Play Music All Access. In addition, the company is on the verge of developing new search tools. The attendance in Goggles I/O Developers’ Conference is believed to be trailing Apple’s Worldwide Developers Conference (Copeland & Google 3). Works cited Aamodt, Michael G, and Michael G. Aamodt. Industrial/organizational Psychology: An Applied Approach. Belmont, CA: Wadsworth, 2010. Print. Allen, Derek R, and Morris Wilburn. Linking Customer and Employee Satisfaction to the Bottom Line: A Comprehensive Guide to Establishing the Impact of Customer and Employee Satisfaction on Critical Business Outcomes. Milwaukee, Wis: ASQ Quality Press, 2002. Print. Barlow, Janelle, and Dianna Maul. Emotional Value: Creating Strong Bonds with Your Customers. San Francisco, CA: Berrett-Koehler Publishers, 2000. Internet resource. Christensen, Clayton M, and Michael E. Raynor. The Innovators Solution: Creating and Sustaining Successful Growth. Boston, Mass: Harvard Business School Press, 2003. Internet resource. Copeland, Patrick & Google. Google’s Innovation Fctory: Testing, Culture and Infrastructure. ICST, Copeland@google.com. Pp. 1-4, 2013. http://www.patandcourtney.com/papers/Google%20Innovation%20Factory%20%282%29.pdf Cushman, Donald P, and Sarah S. King. Excellence in Communicating Organizational Strategy. Albany: State University of New York Press, 2001. Print. Davenport, Thomas H, Marius Leibold, and Sven Voelpel. Strategic Management in the Innovation Economy: Strategy Approaches and Tools for Dynamic Innovation Capabilities. Erlangen: Publicis, 2006. Internet resource. Deschamps, Jean P. Innovation Leaders: How Senior Executives Stimulate, Steer and Sustain Innovation. San Francisco, Calif: Jossey-Bass, 2008. Internet resource. Doz, Yves L, and Keeley Wilson. 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Print. Morrill, Richard L. Strategic Leadership: Integrating Strategy and Leadership in Colleges and Universities. Lanham: Rowman & Littlefield Pub. Group, 2010. Internet resource. Paharia, Rajat. Loyalty 3.0: How Big Data and Gamification Are Revolutionizing Customer and Employee Engagement. New York, NY: McGraw-Hill Education, 2013. Internet resource. Rector, Teresa. Corporate Culture Shock: Common Management Mistakes to Avoid While Building Your New Corporate Culture. Morrisville, N.C.?: Lulu.com, 2007. Print. Stein, Steven. Make Your Workplace Great: The 7 Keys to an Emotionally Intelligent Organization. Mississauga, Ont: J. Wiley & Sons Canada, 2007. Internet resource. Walker, Susan. Employee Engagement and Communication Research: Measurement, Strategy, and Action. Philadelphia, Pa: Kogan Page, 2012. Print. Read More