Curtis On…Customer Centricity as a Marketing Strategy: 9. Promotions & Incentives
In this ninth of a ten part series of videos, Curtis Bingham, Founder and Executive Director of the Chief Customer Officer Council on location at IQPC's CMO Exchange in London, July 2011, talks about using promotions and incentives to advance customer centricity.
Transcript for Curtis On…Customer Centricity as a Marketing Strategy: 9. Promotions & Incentives
Promotions and incentives: this is the staple of the marketing world. We love to do promotions. We love to do incentives. The thing that's interesting is that the translation of the promotions and incentives piece here into the customer centricity world is not about money. There's been a lot of work done by the Gallup organization that has identified 12 key things that define employee engagement, and they're questions like: Do I know exactly what's required of me? Have I been rewarded? Has somebody said something positively about me? Do I have a friend at work?
Some of these may seem a little bit trite. However, the key thing here is that the rewards and incentives are not about money. People don't do this for money. It's about recognition.
If any of you have studied Disney, they have pins and promotions and leader boards and recognitions everywhere underground and they focus very heavily on doing whatever they can to recognize and reward especially amongst their peers because they find that people will do anything for recognition.