The power of social media to alter customer engagement strategies — for a product rollout, an executive hire, a policy change — is impressive.
Case in point: Legendary Entertainment did not anticipate the kind of response it would get when it released its trailer for The Great Wall. The decision to cast Matt Damon as the hero in a film centered around the iconic Chinese landmark drew immediate criticism on Twitter and Facebook as another example of a white savior narrative and of whitewashing.
“The whole storyline was meant to be about someone coming into a new culture and learning and growing in that culture,” Matt Marolda, chief analytics officer at Legendary, said at the recent HUBweek, an arts, science and innovation festival in Boston. “But the perception was not that.”
Social media platforms and the swift judgment of the internet are forcing companies to engage in ways they’ve never had to before. And executives from Legendary and Microsoft are sharing their experiences with the new tools for — and rules for — customer engagement.
New tools of engagement
On paper, The Great Wall made sense, according to Marolda. It was 2016, and the U.S. and China were the two biggest movie markets in the world; the East-meets-West film reflected Legendary’s sale to Wanda Group, a massive entertainment company in China. And, based on an analysis Marolda and his applied analytics team did, Damon had an active following and a reputation for taking on high-quality projects.
But what looked good on paper did not translate well to audiences — especially those in the U.S. Marolda said the company reacted to the criticism quickly. For example, the company released a statement from Zhang Yimou, the film’s director whom Marolda characterized as “the Steven Spielberg of China,” defending the casting decision.
After that, the team stood still and observed. “We had time on our side,” said Marolda, adding that the film wasn’t scheduled to be released for nine months. “We could see analytically that the best thing to do was nothing.”
The public ire did cool, but the film couldn’t completely escape the negative press it had received, according to Marolda. The company ultimately decided to shift its marketing strategy. “We then realized that emphasizing the movie’s possibilities outside of the U.S. was as important as emphasizing the movie’s possibilities inside the U.S.,” he said.
The decision appears to have been a good one. While the film bombed in the U.S., it was moderately successful worldwide, and has helped spark a larger conversation about how to make blockbuster films for a global market.
Customer engagement strategies: Ask three questions
How do companies develop customer engagement strategies that acknowledge the power of social media? A reactive approach — no matter how swift the response or how successful in the short term — doesn’t cut it.
Brad Smith, president and chief legal officer at Microsoft, talked about the role companies should play in the public discourse and stressed that companies need a moral compass today.
“You have to know the issues for which you’re going to take a stand. And you have to be grounded in a certain set of principles,” he said during a fireside chat at HUBweek with Adi Ignatius, the editor in chief of the Harvard Business Review.
Before weighing in on a controversial issue, Smith suggested that companies ask three questions. First, is the issue important to the business? Smith described this question as “an easy space,” and can include tax law or intellectual property law — topics companies have always weighed in on.
Second, is the issue important to its customers? As data has moved to the cloud, companies have entered into a new kind of relationship with their customers, according to Smith. He said it’s vital that they think about the security and protection and actively take a stand on issues like surveillance and privacy.
Third, is the issue important to employees? The company believes a safe work environment doesn’t automatically equate to employee success. Employees could be hindered by issues outside of the office such as an inability to buy the home they want to buy, get the kind of healthcare coverage they need, or marry the person they want to marry, according to Smith.
So when a bill in North Carolina looked like it would restrict LGBT rights, Smith said it “was not a difficult decision” for Microsoft to voice its opposition. The company has a pretty significant presence in Charlotte, employing about 1,000 people there, and Smith said the issue was “important for our employees outside of the workplace.”
In an effort to be as effective as possible and preserve its relationship with the community, Microsoft will often seek out a local business community — a trusted organization that uses its voice to speak up on issues such as these — to partner with. “I prefer a course that’s going to maximize our chances of being effective and not just maximize our chances of being seen,” he said.
Is there any need of Deep Learning?
Role Of Appreciation For Positively Growing Your Workplace
All the companies are running in the marathon and competing with each other to define a better place in the market. They are trying with all the hooks and crooks for blooming their business. But in this fast-growing race, don’t you feel that you lack someone behind who is the true booster that makes you capable of running in the competition? Wondering who they are? They are none other than Employees.
Workers are the ones that are always trying to do their best to make the outcome more appreciable. But many times, instead of getting a pat on their back, they have to hear the dissatisfied voice of the managers. Here the graph of their growth starts diminishing. This, in the long run, does not give away the business what they want.
Therefore, while HR builds strategies for engaging employees with their work, it is a prerequisite to consider Appreciation at the top stage. When they get the zest to do their job, they will indeed perform well. Developing such a culture at the workplace will bring more positivity and boost energy in the employees.
But this is not the cup of tea for every firm. Many managers do not realize its importance, and many of them could not find the right strategies to do so. To give appealing solutions to all these issues, refer to this article.
Importance of Employee Appreciation In The Workplace
Thank You is a ubiquitous word nowadays, but this word gives practical magic in the workplace.
When as an employee, you receive it from your managers, its importance goes to another level. You feel valued, and it works as a booster that motivates you to serve the company with all the possible efforts.
No doubt as a manager of the firm you are linked with many duties but while doing those tasks forgetting to appreciate the workers is not a good sign. It directly links with their job satisfaction, engagement with work, and happiness to do their job. All of these factors work together to enhance their productivity that is indeed a requirement of every company. Let’s get a better idea about the same by referring to the figure as shown below.
William James has rightly said that “The deepest principle of human nature is a craving to be appreciated.” When we get some positive response for our work, we tend to spread such good vibes around us that make the environment even more appealing. It develops interpersonal relationships and helps the team to work together.
Look at the graph shown below. It clearly gives us the idea that there is a direct relationship between recognition and engagement in the workplace that defines a positive culture for work.
In the list of HR duties, appreciation might be taking only a bit part, but paying adequate attention to it can make a massive difference in the workplace.
Merits Of Appreciating Employees
There are enormous benefits of admiring the workers. Making efforts for them will result in bringing many achievements for the organization. Let’s look at them as shown in the below points-
Giving feedback in an acceptable manner that motivates workers to do better is the key aspect that shows your concern towards them. It shows your acknowledgment for their efforts in a guiding way to make it more perfect.
When you take time to look at how the employees are working and involve yourself in their work structure by helping them with the issues they face, it improves your relationship with them and generates the feeling of care in workers’ minds.
Appreciating employees works like a magnet that keeps them within the field of the company. It results in a higher retention rate.
As they enter the office, communicating with them with a big smile will make their workplace more energetic and full of enthusiasm. This is one kind of admiration they feel for their presence in the company and will improve their productivity to a great extent.
Investing in employee recognition will bring much fruitfulness to the business.
Happy and satisfied employees can better serve the customers, resulting in getting more satisfied clients.
Admiration works as a powerful medicine that makes employees’ mental health strong.
Tips To Enhance Appreciation For Employees
Many companies are trying to do their best for the development of their workforce. But many times, they suffer in applying them in the right direction that brings good results for them. Especially with the HR managers as they are known for People Management, the branches of making efforts for appreciating employees come under their vast tree. Below-mentioned is some of the useful tips for making employees feel appreciated.
Remain Real With Your Thoughts
Don’t consider the admiration process as it is listed in your to-do list but think of it as a genuine concern for your employees. They are always hungry to get some positive feedback from you that is really meant for them. Remain specific with your thoughts and give them the shape of appreciation that motivates them to make themselves better. The statistic shown below gives the proof for the same.
Use The Power Of Social Platform
Companies use social applications like Facebook, Instagram, and LinkedIn for posting about the new updates that came in the product or services you offer. Why not use the same platforms for appreciating employees. Let the world know that your firm has potent workers. It not only enhances your image in the market but also develops a separate place in workers’ perspectives.
Just think about the scenario when the employee named X wakes up in the morning. While reading various posts, he comes across his own company’s post that has mentioned his achievement and how surprising and pleasing he will feel. It brings a big smile to his face, and he considers himself a lucky person to be a part of that company.
Your efforts for them are just one click away to reach the milestone of success that brings employees together in the journey.
Host Happy Hours Event
In this digitally growing era, every company is shifting towards digital solutions to make their work smart and more effective. All think that it makes their work culture perfect. Managers consider that by adopting the best human resource software there work for handling employees get over. But this is not 100% true. Along with the tools and software, employees need smoothing more that helps them to get the work done in the specified time and with enough quality. That is the feeling of cheer and happiness to focus on their job.
To bring that concentration into their work, it is necessary sometimes to get out of the work bubble. For that, you can design various fun events where all the workers come together and participate themselves in the program. Arrange game sessions and encourage them to do their best. It increases their team spirit and also refreshes them. Every individual requires some kind of change from their routine to start their work again actively.
Develop Recognition Program
It makes a great difference in the admiration process when you frame it nicely, considering all the necessary criteria. You can form a team and accordingly develop various programs based on the workers’ desire to get recognized. The image shown below is representing the paramount importance of recognition in the workplace.
It is well mentioned in Maslow’s hierarchy of needs that appreciation is one of the most important psychological needs that humans have. It is the secret of employee recognition. You can think of varieties of options for recognizing workers. It includes verbal appreciation, rewards, and incentives. Knowing what is most desirable for the employees and working in that direction will bring all the fruitful that you want.
Open Doors To Accept Workers’ Reviews
What employees feel for their workplace matters the most for developing the right solutions for them. Therefore, it is also beneficial to accept their feedback. Based on a specified time span, execute such practices to know their views.
Make the process more interesting for the employees by forming various sections that include varieties of responses to get added in it. You can add a portion for what changes they want to see in the workplace, how the company’s environment is, in what aspects the company is up to the mark, and many more you can add.
It helps you to identify the areas that need improvement. It gives you a bonus advantage of getting the awareness about updating the ongoing processes. Employees are the ones that work as true reflectors for the company’s image. It not only improves workers’ satisfaction with their work but also remains helpful for the growth of the business. Therefore, accept their response and collectively make efforts to show value for their presence.
Appreciation will always consist of significant importance for employees’ betterment in the workplace. Consider it as a special day called admiration day and remember its value as they are the strong block that shapes towards building a positive workplace.
Image Credit: Image (Source)
Data Science Use Cases in Retail Industry
Know About the Emerging Uses for Blockchain Technology
The technology which started with cryptocurrencies like Bitcoin has emerged and gained full potential and is spreading immensely in the other industries too.
Yes, you are right “Blockchain Technology” is what we are talking about. Blockchain is the distributed, decentralized, and virtual ledger, which is capable of logging all digital transactions like verifying and recording without the requirement for the financial intermediary. In simple terms, it’s a new way of logging information and/or transmitting funds.
Many firms have adopted blockchain tech to drive the get better transparency across the digital information ecosystem. The popularity of Bitcoin gave rise to this technology application in various other industries. Let’s look at the innovative ways where the firms are using the power of blockchain.
The Blockchain Technology comes in particularly handy and also has great potential to monitor supply chains. By eliminating the paper-based trials, the business could easily point out the inefficiencies within their supply chains more effectively and quickly. They can also locate the items in real-time. Not just this, this technology also enables businesses as well as consumers to view how the products performed in terms of quality. This decreases the fraud and also increases the transparency and authentication among the transactions.
The blockchain tech is best used for transferring funds from one party to another. The role of banks will be eliminated here and there will ongoing 24/7 validation of transactions. This technology offers transactions to be processed at high speed i.e., within seconds the transactions take place and are totally secured too.
This technology has helped retailers highly to revolutionize the retail experience by offering gift cards and other loyalty rewards. By making a token-based system, which rewards consumers, and storing those tokens within a blockchain, will incentivize the customers to return to the specific store for their shopping needs. There are only fewer middlemen are required to process the issuing of cards and sales transactions, this will result in fraud prevention as well as the wastage that is caused by cards and papers. This also a cheaper, efficient, and secured way for the loyalty rewards programs.
The enhanced levels of this technology will also offer unique verification capability and eliminates illegitimate users from getting stolen accounts.
The blockchain tech applications can enhance the track, record, transfer the land or property titles, liens, and more, and supports to ensure that all the documents are accurate and verifiable. Another major benefit is to remove paper completely out of the equation. Instead, of using paper this technology will store the titles in its network, this results in the transparency of any kind of transfers. One can expect that the legal ownership is totally crystal-clear.
Globally, the medical sector has already shifted from using paper, especially for recordkeeping needs. The Blockchain Technology gives the best convenience and extra safety. Not just storing the patient records, the patient will have the key access to these digital records and will be in control of who to give access to that information. This is the best way to safeguard the patient’s privacy.
The cloud computing services need huge computational resources as well as data storage capacity that can be inefficient while launching IoT products. With the help of the blockchain, they can get more decentralized cloud services, better security, enhanced connectivity, and better computational power. The blockchain cloud storage solutions enable wide protection so there will be no data loss, less prone to attacks, which causes damage.
The blockchain offers complete potential when it is combined with other technologies and applied in the real world.
Image Credit: https://www.enterpriseedges.com/wp-content/uploads/2018/12/Blockchain1.jpg
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