Download - Journey to an engaged enterprise womma
Rod Brooks VP & Chief Marketing Officer, PEMCO Insurance
President: Word of Mouth Marketing Association
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A Journey has Stages…
• Functions are disconnected – in silos
• Marketing only through traditional channels
• Customer support delivered through traditional channels
• Ambivalent to online conversations about the brand
• Social not on executive radar
Traditional
Stage 1
• Mavericks break through, but still no formal teams in place
• Lots of dabbling in social channels
• Monitoring conversations in silos
• Fractured tools, but proliferating
• Advocate engagement in pockets
• Lots of customer data with no connection
Stage 2
Dabbling in Silos
• Empowered team run by a proven leader
• Focusing the channels, editing to amplify
• Listening yields implications, but crisis causes confusion
• Focused effort on training and education
• Baseline framework for metrics
• Tools consolidation
Stage 3
Operationalizing
• Central team still exists, but more work pushed to business units
• Channels yielding impactful results
• Employees engaged and competent
• Rigor in dashboards is moving executive numbers
• Systems and tools are optimized
• Execs are bought in
Stage 4
Real Results
The journey to an engaged enterprise
Accelerators
Decelerators
The Destination: The Fully Engaged Enterprise
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Stage 5: The Fully Engaged Enterprise
• Customer engagement
equally distributed
• Breakthrough business
results
• Brand dashboard ties to
revenue and loyalty
• 360 view of the
customer
• Ideal mix of brand
advocates
• Senior executives
leading with customer
engagement
• Faster to market with
product improvements
• In depth customer
knowledge
• Better risk management
• Less requirement for
price differentiation
• Operate with best talent
• Increased efficiency
• Change customer’s
lives and lifestyles
Business
Outcomes
Organizational
Impact
Advocacy Scales:
• “I trust you”
• “I recommend you”
• “I’m valued & heard”
• “You anticipate my
needs”
• “You get me”
• “No reason to guess”
• “I’ll be loyal to you”
• “My life, my family,
my hobby’s are
better because of
you”
Customer
Evidence
Deep Customer Insights and Empowered Engaged Employees
The journey to an engaged enterprise
PEMCO’s Playbook:
The Journey to an Engaged Enterprise
Who is PEMCO?
• Personal-lines mutual insurance
company founded in 1949
• Serves niche market of
preferred risk policyholders
• Provides coverage to ~200k
Washington households
• Historically conservative and
legacy oriented
• Leads with relationship
The BHAG: Our Big Hairy Audacious Goal
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PEMCO customers
can’t stand the thought
of friends & family
doing business with
anyone else.
“Never have to advertise
for a lead again”
Challenges: Old and New.
• Highly regulated industry
• Product perceived as a commodity
• Insurance is an unsought product
Industry 1
Environment
2
• Consumers heavily influenced by peers, friends, even
strangers online
• New & unfamiliar channels are sustaining brand
conversations
BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
Do Something
1
Share Something 2
Get Something 3
BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
Do Something
1
Share Something 2
Get Something 3
Awareness To Advocacy
Identify, Engage, Enable, Encourage Advocates
Transaction Stage
PEMCO’s Winning Strategy
Differentiate on hyper local
Deliver world class customer experience
Drive improvement through service innovation
Different because we live, work,
learn and play in the same
communities.
Invest in long-term
relationships with consumers
through consistent engagement
Extend responsibility to build
customer relationships & heed
VOC across organization
PEMCO’s success depends on the positive opinion of people like me.
They listen, participate, encourage and enable me to share with others.
Listen
Participate
Encourage
Enable
14
+
Partnership
Develop A Game Plan:
Social Media Guidelines
Boot Camps
Yammer
Ratings and Reviews
Leadership Summits
Pilot Projects
Social Media Guidelines
• Clear statement of purpose
• Inform and reassure
reluctant stakeholders
• Establish engagement
expectations
• Educate employees on
best practices
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Appease reluctant stakeholders
and empower employees
Boot Camp
Increase familiarity & comfort of employees
• Explain guidelines
• Tutorials provide a step-by-step
how-to approach
• Examples demonstrate
consumer use
• Case studies explore social
media engagement and
suggested responses
Finding The Right Tools
Reduce communication barriers with
employee networking tools
Share Voice of the Customer
1
Empowering Employees
Reduce communication barriers with
employee networking tools
Share Business Ideas
2
Real Time News Updates
Reduce communication barriers with
employee networking tools
Share News and Updates
3
It’s Not ALL Business
Reduce communication barriers with
employee networking tools
Foster Employee Community
4
Measuring Success
When employees have the right tools…
…they will engage.
Ratings and Reviews
• Give back office employees
access to customer voice
• Celebrate & share your
success stories
• Learn from mistakes and
consistently improve
• Own the results
Increase customer-focus through direct
access to Voice of the Customer
• Start every meeting with a
customer story!
When Paul learned that his dream home had been
burglarized and stripped of $10,000 of new hardware, he
didn’t know where to turn. Though a unfortunate setback to
the project, Shelly from PEMCO helped make a quick
decision and the project moved forward on time.
Getting hit by another driver is never a pleasant experience,
but when it’s Memorial Day weekend, during rush hour traffic while
you’re on your way to a job interview the experience can be downright
traumatic. Though Carole hopes to never be involved in accident like this
again, she knows if she is, PEMCO has her covered.
Pulling into a parking spot, a passenger
in the car next to Jack opened their door. Both
cars were damaged – but Denise, Jack’s PEMCO claims
adjuster, was friendly, efficient, and made the customer feel like
taking care of his claim was her top priority!
Social Media Leadership Summits
Do Something 1
Share Something 2
Get Something 3
Social Media Leadership Summits
Do Something 1
Share Something 2
Get Something 3
Social Media Leadership Summits:
Pilot Projects:
• Decentralize ownership
• Enrich social media team
• Decrease concentrated
demand
• Experiment with new
channels
• Facilitate idea sharing
Empower employees & encourage innovation
Social Media Partner:
• Inspire, define & defend
business opportunity
• Implement social listening
& gather insights
• Help brainstorm, create,
deploy engagement programs
• Define & measure analytics
Facilitates the journey
Journey Highlights
2009 2010 2011
Social Media guidelines drafted
10% of employees attend Boot Camp
17% of employees register for SM 101
70% of employees use Facebook
72% of employees registered on Yammer
Cross-functional team develops curriculum
Instant messaging pilot deployed
Launch DIA Social Business Pilot
The Engaged Enterprise
1. Establish guidelines Convert reluctant audiences
2. Educate employees Build comfort & familiarity
3. Empower employees Foster engagement, and
break down barriers
4. Decentralize ownership Capitalize on departmental
expertise
5. Share Voice of Customer Increase accountability &
customer focus
6. Innovate – Test – Learn – Repeat Evolve to reach & serve
customers
Listen
Practice
Learn
Monitor Participate
Join . Engage
Invite
Teach
Engaged Employee
Credible word of mouth marketing and use of social media.
Ethical Leadership - Best Practices – Measurable ROI
Community: Enthusiasts – Brands – Service Providers
School of WOM – May 9 thru 11
Chicago
A Shameless Plug “To advance and advocate the discipline of credible
word of mouth marketing both online and offline.”
www.womma.org
Let’s Connect Twitter: @NW_Mktg_Guy
Facebook: Rod Brooks
e-mail: [email protected]
Blog: www.rodbrooks.com