The company in this case were Pilot – the female fast fashion clothes brand . In a mission to uncover why one of the outlets was underperforming Mary took it upon herself to go undercover with a camcorder, interview shoppers and spent time with the employees. The crux of the problem was revealed – the staff were completely unmotivated, no thought or planning had gone into sharing the company vision with them and they had no reason to be evangelists of the brand. The result? Poor sales and a dire customer experience from start to finish.
Once this was established Mary got to work – trained the girls in the art of customer service, got them excited about their roles and importantly involved the MD so he could inspire and lead them. The changing rooms were kitted out and the place tided up but the key difference was that the staff now cared about their company – they felt proud, excited and inspired to be there which had a direct and positive impact on performance.
It’s a great example of the Woodreed proposition at work...your internal audience is just as important as your outside one and your employees are customers too – ignore them at your peril. Take the time to understand them, their mindset and their understanding of your values. Develop an effective internal communications strategy that flows from the top seamlessly around the company and most importantly what we would add is ensure that brand is at the heart of all this. Make sure what you say you are is what your people say you are. Then there’s no stopping you.
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what a totally brilliant blog. The Woodreed mission continues - bring it on
ReplyDeleteSo pertinent to our proposition. I like Mary, not only for charisma and pragmatism, I actualy thinks she's soft on the inside and loves making something/someone succesful. Not a cold harded trouble shooter like many of them. Great blog.
ReplyDeleteExcellent blog - are we paying Mary a fee?
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