1. 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

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

3. Briefings and Events

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

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

15. Research & Measurement is not the problem

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

17. What makes something a story?
Hook
Build
Payoff

18. 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

19. The shape of story
And how it applies to business communication

20. 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”

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

22. Hearts
Making it stick

23. Every interaction is between people
Behaviour
Thoughts
Feelings
Behaviour
Thoughts
Feelings

24. 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

25. Embedding empathy

26. Bringing Customers into the Business

27. Make sure key messages are not lost

28. Minds
Winning the argument

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

30. 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?”

31. Messages
Keep it simple

32. 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

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

34. Media
Repetition vs. Freshness

38. Infographics

39. Dashboards

40. Gamification

41. Feedback Posters

42. Augmented Reality

43. Impact through Film

44. Animation Film

45. Bespoke Films

46. Engaging Colleagues
Participants not passengers

47. 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

48. 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

49. Pre-mortem
Divergent
Convergent
Affinity mapping
Graphic gameplan

50. Engaging Colleagues

51. 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

52. Thank You