Hallmark Business Connections Presentation
Creating Customer Relationships: Is it the Person or the Brand?
Slides from Beth Schelske and Keith Fenhaus’ presentation: “Creating Customer Relationships: Is it the Person or the Brand” at the 2010 Motivation Show in Chicago
Research from the presentation based on the study, “The Employee or the Company: The Relative Importance of People Versus the Company Brand on Customer Experience” Dr. Frank Mulhern Academic Director for the Forum for People Performance Management and Measurement
Key Takeaways:
- Differentiate the value of the person vs. the brand
- Two critical factors that impact the performance of the salesperson
- Explanation of the concept of Human Value Connection
From Motivation Show Material
Companies dedicate large budgets to cultivating, promoting and protecting their brands in the marketplace. The brand is their “face” to the world, and ensuring its success is paramount to driving the bottom line. But when it comes to the moment of purchase, how important is the brand in comparison to the person—the real face—who is executing the transaction?
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