Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business

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Overview

"Empowered delivers insight into one of the most underused opportunities for major marketers–tapping the army of employees and brand fans who put personal faces on corporate giants. As in Groundswell, Empowered serves up practical and tactical advice for making it happen, placing it in the all-too-rare category of business books that don't just tell you what to do but also offer a framework for how to do it."—Abbey Klaassen Executive Editor, Advertising Age" "When Josh talks, big companies listen. Let Josh and Ted show you what more and more companies are figuring out the hard way: the world has changed, forever."—Seth Godin Author, Linchpin" "For years, business books have been telling marketers to empower customers through digital channels. Empowered is even more relevant given today's realities. It gives us the tools to align our marketing strategy with the expectations of our already-empowered customers."—Georges-Edouard Dias Senior Vice President, Digital Business, L'Oreal" "Our personal and business worlds have changed–and Empowered is the blueprint for digital immigrants and natives to successfully participate."—Stephen Gillett Chief Information Officer, General Manager of Digital Ventures, Starbucks Coffee Company" "Customers today insist on innovation. Recognizing this reality, organizations in the twenty-first century must engage and energize creative employees to establish sustainable differentiation and drive results. In this timely book, Bernoff and Schadler provide practical thinking based on dozens of case studies and offer insight on how best to unleash the creative forces within your company."-Shaygan Kheradpir Executive Vice President and Chief Information Officer, Verizon" "is your company empowered for success?" "You Know It's Happening within your organization. Your people–using low-cost, accessible technology–are connecting with customers and building innovative new solutions. But who are these creative problem solvers? How can you lead them? How can you be one?" "We call them HEROes: highly empowered and resourceful operatives. Your company needs them because, in the age of Twitter, iPhones, Facebook, YouTube, and an ever-evolving torrent of Web information, your customers now step up to the counter armed with more data and access than ever before–often overmatching your team." "In Empowered, Forrester's Josh Bernoffco author of the pioneering book Groundswell–and Ted Schadler explain how to transform your company by unleashing the force of HEROes. Like John Bernier and Ben Hedrington at Best Buy, who built an army of twenty-five hundred tweeting employees to reach out to customers online. Or John Stadick, who equipped six hundred sales staffers with iPhones and boosted profits at his construction rental company." "The truth is, a third of your information workers already use commonly available technologies that your company does not sanction. Empowered gives you a prescription for embracing this covert innovation. At the heart of a HERO-powered business is a new pact between these employees, company managers, and IT: HEROes build new solutions to meet customer needs, management sets clear rules while encouraging experimentation, and IT expands its role. to both support and secure these business solutions." "Fueled by data from Forrester Research, Empowered is packed with the business tools and information necessary to move your organization several steps ahead of the competition:" "Statistical analysis of the 16 percent of customers who account for 80 percent of online influence" "The HERO index: a scorecard of the industries and departments with the most–and the.. fewest–HEROes" "The game plan for IT's new role as a key partner in technology empowerment throughout the company" "Dozens of case studies and examples from firms in every industry, from retail to business services" With an arsenal of valuable new technologies, your employees are already transforming the way you do business. You can lead them or block them–it's your choice. Empowered will help you make the right decision.

Editorial Reviews

Library Journal

Two vice presidents at Forrester Research (Bernoff is also the coauthor of Groundswell) offer a rare thing: a book about using new technologies that actually goes beyond jargon and offers practical solutions. In addition to providing examples of how today's consumers have empowered themselves through social software, the authors suggest that the best way to deal with such customers is to train and support empowered workers (or HEROes, "highly empowered and resource operatives"). The most valuable part of the book is its second half, which describes how HERO employees, management, and IT staff can and must collaborate to make the system work. The focus on the whole organization makes this a good read for employees and managers alike.

Product Details

ISBN-13: 9781422155639
Publisher: Harvard Business Review Press
Publication date: 9/14/2010
Pages: 272
Sales rank: 309,134
Product dimensions: 6.40 (w) x 9.40 (h) x 1.10 (d)

Meet the Author

Josh Bernoff is the coauthor of the Business Week bestseller Groundswell, the "best book ever written on marketing and media" (Advertising Age). He is senior vice president, idea development, at Forrester Research.

Ted Schadler is a vice president and principal analyst in Forrester's IT Research Group. His work over thirteen years at Forrester has focused on disruptive technologies and how senior decision-makers should harness them.

part one: HEROes

1 why your business needs HEROes 3

part two: what HEROes do

2 employee HEROes and their projects 21

3 peer influence analysis 37

4 delivering groundswell customer service 57

5 empowering customers with mobile applications 75

6 amplifying your fans 93

part three: the HERO-powered business

7 do-it-yourself technology fuels the HERO Compact 113

8 is your company ready for HEROes? 131

9 leading and managing HEROes 145

10 helping HEROes innovate 155

11 helping HEROes collaborate 163

12 keeping HEROes safe 177

13 supporting HEROes with technology innovation 191

14 becoming HERO-powered 205

notes 215

acknowledgments 229

case indexes 231

index 237

about the authors 251

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RolfDobelli

Posted October 15, 2010

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How to get the buzz buzzing

In his previous book Groundswell, Josh Bernoff defined strategies for engaging customers on Twitter, blogs and other online social technologies. Since then, a growing number of businesses have connected with their customers using these online tools. But what effect does that engagement have on companies? And what "management challenge" does this new trend present? In this book, Bernoff and his Forrester Research colleague Ted Schadler examine these pressing questions. With great precision and enthusiasm, they detail why and how companies should change the way they run to "unleash" their employees' technological potential, so they can reach out to customers and solve their problems. getAbstract recommends Bernoff and Schadler's book to all managers and marketing professionals. Its concepts and strategies are vital knowledge for modern businesses.
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at_hoffge

Posted September 16, 2010

Groundswell for your corporate culture

I have seen Josh present on this topic earlier in 2010 and I'm pleased to see that it was just a small taste of was to come in this book.

I was initially concerned that this would be just another social media guru book - happily it is not. You can take away lots of insights from social media hits and misses (e.g. Maytag, Best Buy, Zappos, and others) but the real power here is in the way the authors recognize the need to update your corporate culture by fully utilizing (empowering) your human capital.

Customer delight is always a top priority - regardless if it's average Joe or a new media maven/influencer. That is a given and you need to be where the communications technology takes us over time. What is critical for break-out performance is the ability to innovate quickly and efficiently to beat the competition. Fail fast and frequently, give people the incentive and infrastructure to succeed on their own, and put in place the ability to score and launch empowered HERO projects.

Buy a copy of this book, pass it on your leadership team, and be ready to respond when they ask you to make it happen at your company.
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andyamo

Posted September 14, 2010

Putting the "Boom Boom Pow" Into "Empowered"

I read "Empowered" over the September 11-12 weekend (it was already in my local B&N store). Although I was already familiar with many of the concepts through "Groundswell," the "boom boom pow" of this edition was the HERO Compact: IT, managers, and highly empowered and resourceful operatives (HEROes). In the authors' words, "technology populism" is not a fad: employees (and their end customers) are mastering new aspects of technology every day. Left unchecked, this innovation could result in chaos. The authors correctly note that "it must align with corporate strategy . . . leadership has to communicate its goals and strategies more effectively or there will be a lot of wasted innovation." Pulling disenfranchised, rogue and locked-down employees into the HERO employees quadrant (acting more resourceful and feeling more empowered) is more than just pop psychology: it's a value generator and competitive differentiator (especially with Customer Service, where less than one in five employees are HEROes). Another telling statement: "innovation is about speed (fast, cheap experiments and high velocity), collaboration (feedback from across the organization; a business strategy: a way to improve the productivity of people and teams and accelerate the flow of information throughout the company), and systems (software that supports innovation). The "aha" moment was showing how the groundswell technology trends of smart mobile devices, pervasive video, cloud computing services, and social technology empower and serve customers, and develop workers in the process. To quote the book and Malcolm Harkins, chief information security officer at Intel, we need to "run toward the risk so [we] can shape it" -- and resist the urge to treat these fundamental shifts in the way business is conducted as a fad or a dot-com-like "blip" in the Information Age. As great as "Groundswell" was, this book has eclipsed it in terms of sheer business value. Read it, share it, put it into practice. Your customers are already doing so.
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Jennifer_Fong

Posted September 14, 2010

Outstanding!

Josh Bernoff has done it again! Empowered is a fascinating look at how employees with great ideas in your organization can be encouraged to innovate and transform your business to better serve customers. As it says in the book, with the rise of social technologies, customer service is the new marketing. And by following the clearly-outlined process in this book, managers can work with employee innovators (HEROs, they're called in the book) and IT stakeholders to allow customers to be better served, so they talk about your business in positive ways online. I loved all the case studies and practical examples that show how this can work in the real world.

I'm a social media consultant. I was in a meeting with a client only yesterday, and I found myself referencing and pulling this book out multiple times, referencing the handy checklists, charts, and questions. My clients can't wait to get their own copies! Truly, this is a resource that every business person needs.
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Posted January 21, 2011

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Posted September 11, 2011

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Posted March 19, 2011

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