In the 1980s, US industry faced one of the biggest competitive challenges in its history: the Japanese and South Korean countries whose businesses had embraced the practices of total quality management and continuous improvement (kaizen), not just in practice, but in spirit. Starting with the CEO, many of these country’s leading brands applied this strategic and systematic approach to aligning the interests of all stakeholders on the needs of external and internal customers to carve huge chunks of market share from US companies in automobiles, consumer electronics, appliances, industrial equipment, and more. In general, the Japanese approach focused not only on processes but people and culture to ensure that each organization’s eco-system of tactics supported the over-arching brand, values, and goals.
To fight back against the Japanese and South Koreans, US industry leaders embraced quality management principles in the 1990s. With the help of ISO 9000 quality management standards, US industry made an enormous comeback in quality through the application of a strategic and systematic approach as opposed to the reactive, ad hoc approach prevalent at the time. Numerous efficiency systems came out of this period of quality management innovation besides ISO standards, but, unlike in Japan, most focused more on process than on the human factor.
The next question is: what does this have to do with CX or EX? Everything. The well-known fact is that organizations spend billions on surveys and analytics about customer experience; yet, little is done with the information at most organizations because the CEO isn’t driving action. Many of the largest companies get failing grades on the most basic elements of customer experience. See: ESM: LivingLens Powers Video to Enrich Customer and Employee Feedback.
Many companies in fact do not consistently keep their promises. Many spend millions on advertising that deliberately uses fine print to confuse customers or make pricing and terms deliberately confusing, only to create unhappiness and disappointment later.
The return on investment of this strategic and systematic approach is happier customers who tell others of their positive experiences. Such organizations benefit from a much lower incidence of product returns, complaints or lawsuits; more word-of- mouth referrals for customers or talent, and more supportive distribution partners, vendors and communities, meaning reduced reliance on bright shiny CX (or EX) objects attempting to cover up fundamental flaws in the brand and culture.
Without a CEO passionately committed to the customer or employee experience, all the talk about different strategies and tactics is just that: talk.
Master the Principles of Enterprise Engagement to Achieve Organizational Goals and Enhance Your Career
- Profit from a new strategic and systematic approach to engagement to enhance your organization’s brand equity; increase sales, productivity, quality, innovation, and safety, and reduce risks.
- Get trained to become a Chief Engagement Officer for your organization.
- Achieve ISO 10018 Quality People Management Certification to demonstrate your organization’s strategic commitment to people to your customers, employees, distribution partners, vendors, communities, investors, and regulators.
- Learn how to create Sustainability or Integrated Reports for Your Organization or Clients.
- Get up-to-speed on ISO human resources standards and guidelines to enhance HR performance.
Enterprise Engagement in Action. Take advantage of scheduled monthly live webinar preparation courses for the Certified Engagement Practitioner designation consisting of three one-hour classes and of quarterly Advanced Engagement Practitioner courses consisting of three one-hour webinar classes. The AEP course is for individuals or teams seeking preparation ISO 10018 professional certification status. ICEE periodically runs regional one-day workshops on ISO 10018 Quality People Management principles and certification.
This is the definitive implementation guide to Stakeholder Capitalism, written specifically to provide CEOs and their leadership teams a concise overview of the framework, economics, and implementation process of a CEO-led strategic and systematic approach to achieving success through people. (123 pages, $15.99)
The first and most comprehensive book on Enterprise Engagement and the new ISO 9001 and ISO 10018 quality people management standards. Includes 36 chapters detailing how to better integrate and align engagement efforts across the enterprise. (312 pages, $36.)
10-minute short course: click here for a 10-minute introduction to Enterprise Engagement and ISO standards from the Coggno.com learning platform.
• The International Center for Enterprise Engagement at TheICEE.org, offering: ISO 10018 certification for employers, solution providers, and Enterprise Engagement technology platforms; Human Resources and Human Capital audits for organizations seeking to benchmark their practices and related Advisory services for the hospitality field.
• The Engagement Agency at EngagementAgency.net, offering: complete support services for employers, solution providers, and technology firms seeking to profit from formal engagement practices for themselves or their clients, including Brand and Capability audits for solution providers to make sure their products and services are up to date.
• C-Suite Advisory Service—Education of boards, investors, and C-suite executives on the economics, framework, and implementation processes of Enterprise Engagement.
• Speakers Bureau—Select the right speaker on any aspect of engagement for your next event.
• Mergers and Acquisitions. The Engagement Agency’s Mergers and Acquisition group is aware of multiple companies seeking to purchase firms in the engagement field. Contact Michael Mazer in confidence if your company is potentially for sale at 303-320-3777.
Enterprise Engagement Benchmark Tools: The Enterprise Engagement Alliance offers three tools to help organizations profit from Engagement. Click here to access the tools.
• ROI of Engagement Calculator. Use this tool to determine the potential return-on-investment of an engagement strategy.
• EE Benchmark Indicator. Confidentially benchmark your organization’s Enterprise Engagement practices against organizations and best practices.
• Compare Your Company’s Level of Engagement. Quickly compare your organization’s level of engagement to those of others based on the same criteria as the EEA’s Engaged Company Stock Index.
• Gauge Your Personal Level of Engagement. This survey, donated by Horsepower, enables individuals to gauge their own personal levels of engagement.
For more information, contact Bruce Bolger at Bolger@TheEEA.org, 914-591-7600, ext. 230.