Critical Success Factors

Brand Ambassador

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Critical Success Factors

Critical Success Factor 1:

CEO Sponsorship of Intervention

The key sponsor for this intervention must be the CEO and his executive directors.  They must be visible and must be recognised as the leadership custodians (inspirational sponsors) of this process.  This responsibility may not be relegated to other individuals, role functionaries or departments.  The CEO must embrace his role with evangelical zeal and commitment.

Critical Success Factor 2:

Building Sustainability beyond the Brand Ambassador Workshop

“Living the Brand” meetings!

The question of sustaining the message of the Brand Ambassador programme must be considered seriously.  The Brand Ambassador programme should not be seen as a “once off” classroom intervention otherwise it will suffer a premature demise and increase the cynicism among staff.  Where we have successfully implemented the Brand Ambassador Programme the organisation concurrently introduced an intervention which would allow natural working teams to meet regularly to:

  • Communicate about their work
  • Review progress
  • Establish stretch targets
  • Resolve recurring problems
  • Educate each other
  • Develop a culture of recognition

These natural working team meetings allowed all team members and the team as a whole to be fully proactive in everything they did.  More importantly it assisted the team to entrench the Brand Ambassador philosophy with respect to the company’s vision, mission, purpose, values and culture.  So through regular meetings and using the power of collective wisdom these natural working teams continuously measure themselves to ensure that they are living the company’s brand.

Critical Success Factor 3:

Creating a conducive climate through leadership commitment and support

Another critical factor that supports the success and ensures sustainability of the Brand Ambassador programme is leadership and supervisory support.  Before any Brand Ambassador Programme is implemented at the participant level leaders, managers and supervisors are encouraged to attend a support workshop.  The aim of the support workshop is to assist all leadership to understand how they can create an environment conducive for the Brand Ambassador philosophy to flourish and to understand how they can support their team members to live the brand effectively, consistently and with diligent commitment.  Countless interventions of this nature fail because of the lack of leadership involvement, understanding and support.

Critical Success Factor 4:

Participation of CEO and Executive Team in the programme

The CEO and his executive team must be prepared and available to co-facilitate with external facilitators at the Brand Ambassador workshops.  They are not required to be professional facilitators although they will have an important role in sharing some key pieces of information with staff during these workshops.  They bring knowledge, the level of credibility, and commitment which external facilitators are not able to do by virtue of their “outsider status”.  When the CEO and his executive team take turns to share this facilitation role with the external facilitators, it increases the credibility of the programme enormously.  A subtle and yet powerful message is communicated to all members of the organisation that this programme is important enough for leaders to invest time into.

The actual Brand Ambassador participant workshop is an immensely exciting and rewarding experience for South African Tourism staff.  Staff are drawn from a cross-section of the organisation creating learning and appreciation about the entire value chain, products and services.  When they share their experiences and stories they begin to create one community and one organisation.  This sense of belonging and connectedness to themselves, their own business unit, their department and their organisation increases significantly.  Often, when participants leave these workshops there is a significant reduction of the “us and them” syndrome and a significant increase in the “we are in this together” idea.

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