| 5 Critical Enablers |
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| Engaging Your Audience for Lasting Results |
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Attitudes shift, behaviors move, and cultures change when the
5 Critical Enablers all come together. At Ascend we use the 5 Critical Enablers
framework to diagnose issues as well as to architect new programs, ultimately producing programs with greater power to engage and move people.
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Strategy
Strategy is the foundation on which a total program rests. Before a program is built, it is critical to make sure that
the strategic direction is sound.
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Communications
Once a strategy is in place, the target audience needs to understand, very clearly, the new direction or proposition.
The proposition must then be supported with potent benefit language to convey a sense of “what’s in it for me?”
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Equipping
Engagement means working through your team – especially those who relate directly to customers – to deliver a comprehensive “brand” experience.
This means that the internal organization must be trained and equipped to do what’s needed to support the overall direction.
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Measurement
Engagement is a process, and the process involves shifts in customer behavior and internal team behavior. To accomplish real shifts in behavior,
clear metrics are absolutely essential. With the right metrics in place, progress can be measured and teams can be supported and coached to produce results.
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Acknowledgement
Tangible rewards help motivate participants and reinforce positive behaviors. With measurement and rewards working hand in hand, people are
strongly motivated to take the action that’s desired.
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See examples of programs that deliver engagement through the 5 Critical Enablers.
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