BUSINESS DEMOCRACY

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CUSTOMER EXPERIENCE AND BRAND ENGAGEMENT

Through brand engagement you can generate a customer experience that tends to be in step with your brand identity and brand values. Easy to say, quite difficult to do. 

Imagine your salespeople, your store community, everybody who can affect the customer experience.

Sales people and retail chains can feel quite removed from the centre of your business (the head office of your brand). Your central functions, whose activity affects the customer experience, are unaware of this influence.

The correct use of edutainment can help them to understand their role in generating a unique and excellent customer experience. The first step is to make people live the experience. Take this group of people going around Paris to live experiences in different stores of different industries.

These experiences can be the basis for designing a new brand experience by writing and shooting a movie: the new customer journey.  Consequently all touchpoints are redesigned through collaborative innovation inspired by a direct experience and a storytelling lab.

Customer experience is not an abstract subject, it’s the real life of your customers. Everyday. It’s your life. Engage your people by letting them redesign this experience by living an experience. 

A DEMOCRATIC MBA

What are the critical success factors when you use edutainment to involve a large community in a distance learning management development programme?
let’s talk about it!

 

EDUCATION AS A MARKETING TOOL

Many brands need to engage professional communities or consumers. Take for example a global coffee brand that wants to educate its consumers and independent barmen so that they can appreciate the value of Arabica coffee. In this case education is a marketing tool. After years of fun adverts, you can’t launch a boring educational activity to make them understand that your wine or your arabica coffee is better than the others.

Whenever you use education as a marketing tool, the correct use of edutainment can facilitate the growth of a customer or a professional community

Why don’t you build an edutainment academy?

In these images you can see the experience of an edutainment academy for barmen in Shanghai.

We all know that nowadays all stakeholders are interested in a dialogue with the organization based on “true infos”. And learning can be a joyful opportunity to live the brand experience.

When your employees or your sales force don’t know your company’s products, services or offerings and you know why, when your products, your services and your offerings are very complex and can only be appreciated by educated people, the correct use of edutainment can help your people learn more about your industry, your brand, your world.

BRAND ENGAGEMENT

Customer experience is not an abstract subject, it’s the real life of your customers. Everyday. It’s your life. Engage your people by letting them redesign this experience by living an experience.

Let’s talk about it!

 

STORYTELLING WORLDWIDE

Typical business language is understood by the managerial community all over the world. But when you want to generate a global corporate culture, shared by all your employees, you need to go further.

Through brand engagement you have to involve people from different functional backgrounds and geographical locations so that they play their role in accord with your brand identity.

A platform can unleash the powerful voice of thousands of frontline employees to share what they have learned from their daily interactions with customers. And storytelling is an extremely useful approach to engaging them in this platform.

Behaviours and stories can be interpreted differently in diverse cultures. Cinema has been practicing the continuous production of stories loved all over the world for decades. They are based on the common ground of emotions and feelings: the human experience

In this parody of Star Trek, produced by the employees of a global brand, the community imagined the company in 2300. The parody was the focus of a global discussion about various corporate problems that needed to be solved – immediately, not in 2300. Nowadays in all countries emerging society hates language that is too formal and rhetorical. People need action and true intentions in this decade of revolutions.

We’ve been practicing storytelling for 10 years in Italy, Spain, France, Germany, Switzerland, Greece, Austria, UK, Slovenia, Croatia, Serbia, Hungary, Russia, U.S.A, Argentina, Egypt, Brazil, South Africa, Australia, New Zealand, China, Philippines, Indonesia, India.

There are stories loved in many cultures. And, as we know, the human brain always thinks through stories.

Our advice is to use storytelling to communicate to your frontline people the opportunity of sharing their insights on customer experience. 

WHEN CUSTOMER LEARN

When your employees or your sales force don’t know your company’s products, services or offerings and you know why, when your products, your services and your offerings are very complex and can only be appreciated by educated people, the correct use of edutainment can help your people learn more about your industry, your brand, your world.

Let’s talk about it!

 

INTERNATIONAL STORIES

Through brand engagement you have to involve people from different functional backgrounds and geographical locations so that they play their role in accord with your brand identity.

Let’s talk about it!

 

TRANSPARENCY

Whenever you risk offending people by telling them they are wrong, the correct use of edutainment can be the solution to making people accept the issue: autonomy of all people in the community is the ultimate goal.

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KEEP IT SIMPLE: IL DESIGN EMPATICO

La crisi recente ha portato il mondo manageriale ad interrogarsi sui fini di una impresa andando a ricercare nelle origini le ragioni della sua esistenza.

Si può dire che in fondo una impresa nasca sempre con l’intento di rendere più semplice la vita ad altre persone: dalla prima impresa agricola e quella dei manufatti, a quelle più evolute di servizio, il cliente ha sempre pagato un sostanziale servizio di semplificazione della propria esperienza esistenziale e professionale.

Questo essenzialmente rappresenta la natura prima e storica dell’accettazione di un acquisto. E’ evidente che qualsiasi prodotto o servizio deve quindi proporsi, nell’era del Customer Capitalism, come occasione di semplificazione.

Su un livello superiore sta il principio del piacere: l’impresa non solo deve rendere più semplice la vita, ma può anche piacere, per il suo stile, la sua immagine, la sua reputazione ecc.

Questo ritorno alle radici, scatenato dalla messa in crisi di un modello, è diventato uno strumento di lavoro importante: perché un progetto di miglioramento della customer satisfaction sia pratico e funzioni, si deve fondare sull’empathic design, cioè su un disegno del processo di miglioramento che sia empatico rispetto ai bisogni del cliente di una vita più semplice.

Il principio del piacere completa la soddisfazione dei bisogni di base. Nel corso dell’ultimo anno è emersa chiaramente l’esigenza di semplificare le interfacce tra impresa e cliente e questo travolge numerose prassi di gestione del rapporto con il cliente tipiche delle imprese ad alto rischio di burocratizzazione (banche, assicurazioni, servizi pubblici).

Meditate gente, meditate.