4. Engaging Employees in Service Delivery

Question 1

“The Power of Brand Champions”

Answer 1

• Brand Champions: Storytellers who spread the brand idea
• Brand Agnostics: Interested but not committed
• Brand Cynics: Not involved with brand idea
• Brand Saboteurs: Working actively against the brand idea

Question 2

Internal Marketing

Answer 2

The means of applying the philosophy and practices of marketing to people who serve the external customers so that

1. the best people can be employed and retained and
2. they will do the best possible work

Question 3

Controlling and Empowering Staff

Answer 3

• Control: implies little discretion given to employees and tight specification of procedures
• Empowerment: trusting employees to make their own decisions
• Both methods have role in service organisations
• Choice dependent on nature of service offer, technology, relationship to customers, types of employees etc.

Question 4

Creating Engagement by Employees

Answer 4

• Affective commitment
• Maximise motivation by aligning organisational goals and employees’ goals
• Many methods used to increase involvement, e.g. team briefings, employee award schemes, share ownership schemes

Question 5

Leadership

Answer 5

• Good leadership=success
• Main models of leadership: transactional and transformational
• KSFs for leadership: clear expectations for staff, recognising excellence, leading by example, empathise with employees, showing adaptability to changing circumstances