Throughout this entire blog I talked about the effectiveness of the Groundswell on customers. But customers are not the only ones that determine the success of the company. Employees are the ones that drive the connection with customers and their happiness and overall satisfaction with the company is key for the success of the overall company.
The Groundswell talks about listening, talking, energizing, supporting and embracing customers, but Chapter 12 talks applying this things internally to create this connections organizations strive for with customers, but rather with employees.
Lululemon is a company with a really strong culture and from what I know about them they are already implementing some of these things.
- Listening to employees can turn to problem solving, so managers will know what needs to change for employees to be successful.
- Talking allows for everyone to be on the same page.
- Energizing encourages employees to be enthusiastic when it comes to their job and providing benefits that will actually make people want to work there. Lulu offers tons of benefits this includes clothing discounts, Yoga classes and when you go for an interview is usually at a restaurant or Café where an inviting friendly environment is created.
- Supporting and Embracing allows for employees to value the company and support what they do and embrace it by making the corporate culture part of their life style. This can be seen in Lulu employees by the stories they share in the Lulu website about their job and how lulu has impacted their life.
It is clear that Lulu is using some Groundswell techniques to “spark employees communications” (Li, Bernoff, 2011p. 248 and overall interest. Though the Groundswell is important “no matter what you’re after, in the internal groundswell, the secret to striving is culture” (Li, Bernoff, 2011p. 248). By creating a strong culture internally and externally people will be attracted to the business because they stand for something!
Li, C., Bernoff, J. (2011). Groundswell. Boston, Massachusetts: Harvard Business