Anne Bahr Thompson is also the founder of the Brand Citizenship movement and the author of the book “Do Good”, which is designed to help leaders turn their brands into better corporate citizens. She is also a global brand strategist and founder of brand consultancy Onesixtyfourth. Prior to that, she was an Executive Director at Interbrand. In this episode, Anne shares her five-step process to successful Brand Citizenship, and we discuss how businesses can use these steps to build a better customer experience.
Resources mentioned:
Do Good (book), by Anne Bahr Thompson. Conversations with God (book), by Neale Walsch. The Trouble with Advertising (book), by John O’Toole. On Being (podcast) Radiolab (podcast)
Key takeaways (starts at 43:21):
Trust - Build trust with your customers and do what you say Enrichment - Figure out how you will provide enrichment to customers Responsibility - Be responsible with your own staff Community - A great community brings everyone together around your brand Contribution - Make people feel like they’re part of something biggerA radically different approach to the aged-care sector
How Australia's leading pharmacy chain manages CX
What you can learn about CX from the aged care sector
The secrets behind Flybuys' 25 years of success
How Bunnings maintains a 90% staff retention rate
Turning your customers into your greatest marketing asset
Why Lush radically empowered their front-line teams
BONUS: We're back for 2020 with some special announcements
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