Driving Action from Research Visualisation & Employee Engagement “ Knowing is not enough; we must apply. Willing is not enough; we must do.” Bruce Lee Darren Wake darrenwake@leadershipfactor.com

TLF Research Quality & Reliability Experienced & Flexible Committed to Driving Action Benchmarking Opportunities

Briefings and Events

Fundamentals Or, why are we not all brilliant at this?

Organisations who regard themselves as “doing well”. Source: TLF Research “State of the Nation Survey”

Research & Measurement is not the problem

So, what is the answer? Storytelling as a way to move people

What makes something a story? Hook Build Payoff

Good stories are personal, fresh, and emotional Information I’ll add it to my to-do list Story That’s about me! Relevance Now I see it… Fresh insight …and I feel it. Emotional impact So I’ll do something

The shape of story And how it applies to business communication

The form of an effective story BEGINNING Paint a picture of the audience’s current world MIDDLE Present contrasting content, alternating between what is and what could be. END End on a higher plane, with everyone understanding the reward in the future. What could be What could be What could be Reward: new bliss What is What is What is What is Turning Point 1 CALL TO ADVENTURE Create an imbalance by stating what could be juxtaposed to what is. Turning Point 2 CALL TO ACTION Articulate the finish line the audience is to cross. Source: Nancy Duarte, “Resonate”

In groups: What story are you trying to tell? 5 mins

Hearts Making it stick

Every interaction is between people Behaviour Thoughts Feelings Behaviour Thoughts Feelings

Tools to know and feel Cognitive empathy Emotional empathy Journey mapping Survey scores Event Modelling Clear actions Service design Emotional empathy Personas Comments Stories/VoxPops Unmediated conversation Emotional Intelligence

Embedding empathy

Bringing Customers into the Business

Make sure key messages are not lost

Minds Winning the argument

Getting to know your hero Clue: it’s not you

Audiences, and what turns them on Board: “Prove it makes a difference” Senior: “Give me something to manage with” Frontline: “What do I need to do differently tomorrow?” “What does it feel like to be a customer?”

Messages Keep it simple

A story has to be focussed “Kill your darlings” Keep the destination in mind Make sure there is one clear message Tailor for different audiences Leave them wanting more

Picking priorities to focus on Importance Satisfaction Impact (Key Driver Analysis) Cost Speed Pragmatism (e.g. visibility)

Media Repetition vs. Freshness

Infographics

Dashboards

Gamification

Feedback Posters

Augmented Reality

Impact through Film

Animation Film

Bespoke Films

Engaging Colleagues Participants not passengers

Engaging Colleagues Presenting results Bringing the customer experience to life Workshop of results & co-creation Driving action Future proofing Actions and ownership Accountability at a granular level

Customer Immersion Workshops ‘Make us feel the pain’ Exec Influencer Front Line Change culture and attitudes by forming an emotional contention Understand target audience Links to ££££’s and CX bottom line Individual Case Studies Films/Vox Pops

Pre-mortem Divergent Convergent Affinity mapping Graphic gameplan

Engaging Colleagues

A good story has to be Told Authentic Relevant to your audience Balance of new & old Rational & Emotional Clear and focussed Doing the right things, well, consistently

Thank You