Creating the Living Brand

《Creating the Living Brand》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、BESTPRACTICECreatingtheLivingBrandbyNeeliBendapudiandVenkatBendapudiHATCOMPANYfirstcomestoemployeesastheydotodeveloppithyWmindwhenyouthinkaboutmessagesaboutwhatthebrandisandoutstandingcustomerservice?Mostofdoes.LookattwocompaniesintheAnycompanycandeli

2、veruswouldsingleoutNordstromorRitz-conveniencestoreindustry:QuikTripoutstandingcustonnerCarltonoroneoftheotherluxurycom-(QT),a%4billionprivatelyheldfirmpaniessooftenshowcasedinarticlesonbasedinTulsa,Oklahoma,thatoper-service-evenconveniencethesubject.

3、Infact,it'seasytoconcludeates462storesinninecentral,western,fromtheliteratureandthelorethattop-andsouthernstates,andthe$2.8bil-stores,wherelowpayandnotchserviceistheexclusiveprovinceoflionWawa,aprivatelyheldcompanyhighturnoversupposedlyaselectfewandth

4、atanyretaileroutsidebasedinWawa,Pennsylvania,thatop-thatrarefiedatmosphereiscondemnederatesmorethan500storesinfiveeast-makeserviceaproblem.tooffermediocreserviceatbest.emstates.QThasbeenlistedasoneThesecret:generatingaButevencompaniesthatpositionofFor

5、tune's100bestplacestoworkthemselvesforthemassmarketcanpro-threeyearsinarow;in2005itwasbondbetweenemployeesvideoutstandingcustomer-employeerankednumber19-Turnoverratesatandthebrand.interactionsandprofitfromthem.TheirQTandWawaare14%and22%respec-secret?T

6、heyconsideremployeestheirtively,asmallfractionofthetriple-digitlivingbrandanddevoteagreatdealaverageturnoverintheretailsector.oftimeandenergytotrainingandde-Wawagetsacoupleofhundredappli-velopingthemsothattheyreflectthecationsforeachposition,andin2004

7、brand'scorevalues.Infact,thesecom-QTreceivedcloseto118,580applica-paniesmakeasmuchefforttogroomtionsforjust284newjobs.Customers124HARVARDBUSINESSREVifiWSixLessonsaskaboutpastexperienceswithdifficultoftheLivingBrandcustomersandlistenforcluesabouttheKno

8、wwhatyou'relookingfor.Itmaycandidate'sserviceorientation.Didheseematruismthateveryorganizationblamethecustomer?Didhefindacre-musthaveaclearvisionoftheskillsativesolution?Anothermightaskwhatandcharacteristicsitwantsinitswork-lifeexperiencetheca