FINDING CHAMPION EMPLOYEES

Menu

Three issues should be mentioned here:

  1. Find new employees who are strong supporters of word-of-mouth marketing. Use your recruiting, interviewing, hiring and orientation process to start each new employee off correctly on the word-of-mouth marketing track.
  2. Select employees who exhibit characteristics that support positive word of mouth such as:
  3. During your orientation of new employees, explain how your word-of-mouth marketing program works and what you expect them to do in support of the program. Include appropriate word-of-mouth marketing related statements in their job description. Explain that at their performance evaluation, you will be discussing these and related issues with them.

  4. Find current employees who refer others to your organization. Your employees know more about your enterprise than any one else. They know the strengths and weaknesses. Some employees are loyal supporters and others are not. Those employees who are loyal supporters are of high value for word-of-mouth marketing. Apply to your employees the profile of the typical champion customer found in the book. Identify which ones actively bring in referrals.

  5. Carefully use a progressive discipline process to correct observable employee behaviors that undermines your known reputation. However, be careful to listen to employee's concerns about poor quality and lack of compliance to regulations. Remember that in many states, there are "whistle-blower" protection laws that may apply.


    Main Tutorial Page

    Finding Champions

    Finding champion customers
    Finding a reputation
    Finding champion employees
    Finding unhappy customers

    Inspiring Champions

    Inspiring champion customers
    Inspiring champion employees
    Inspiring unhappy customers

    Thanking Champions

    Thanking champion customers
    Thanking champion employees
    Thanking unhappy customers


    Back to the Proven Tactics page


    This page hosted by GeoCitiesGet your own Free Home Page