Global speaker and Behavioural Economics Strategist Erik Vermeulen presented at the South African Spa Association on how to build the right culture for your organisation.

1. Motivation,
Behaviour and
Results.
Understanding how behaviour
drives your business culture.
Erik Vermeulen
Behavioural Economics Strategist.

2. Being an
Outsider

3. Your Brand

4. What do you think when you see…

5. What do you think when you see…
[YOUR BRAND HERE]

6. “The goal is not to do business with
everybody who needs what you have.
The goal is to do business with
people who believe what you
believe.”
Simon Sinek

7. The Golden Circle

8. SHEER DRIVING PLEASURE
BEAT THE BENZ

9. GLOBALLY CONNECTING
PEOPLE
HIP GEEK

10. Why is company culture
important?

11. 68%of customers leave
because of poor employee
attitude.

12. 41%of customers are
loyal because of a good
employee attitude.

13. 70%of customer brand
perception is determined by
experiences with people.

14. Global Economic Change
Attention Economy Attraction Economy
Interruption Engagement
Reactive Interactive
Big Promises Intimate Gestures
What you need What I want

15. Baby Boomers,
96%belong to Social Networks

16. In 1995, the
average person
had 27
connections.
In 2005, the
average person
had 215
connections.

17. “Your marketing department does not
own your brand or your culture, it
belongs to the collective behaviour of
your employees.”
Erik Vermeulen

19. Your People

20. Delivering a consistent experience
New Product
Development
Annual Report
Internal
communications
Website
Packaging
look-and-feel
Special
promotions
Customer
Communications
Office design, e.g.
Experience Centre,
Call centres
Product line
alignment
Retail outlet
design
Signage & Way
finding
Collection
points, pre-
paid kiosks
Employer
Brand
Leadership
behaviours
Service
standards
Business
principles
People &
Behaviour
Marketing &
Communications
Products
& Services
Environments
Billing
Experience
Naming
After sales
service
Training

21. 21%
Engaged
41%
Enrolled
30%
Disenchanted
Significantly lower
on all three
components of
engagement
High scores on
rational and
motivational
components, but
low on emotional
That’s only 1 in 5
Global Workforce Survey
8%
Disengaged
Completely
disconnected
rationally,
motivationally and
emotionally
Global Results (based on rational, emotional, motivational): Based on a global survey of 90,000 employees in 18
countries and Tower Perrin’s database of 2 million annual responses in 40 countries
21

22. Brand
strength
Challenge
Building advocacy
5 Advocacy
I believe in what we do and I
recommend our brand
4 Action
I know what I can do to
support our brand
3 Ability
I have the skills and
knowledge I need
2 Attitude It makes sense to me
1 Awareness I know what we stand for
22

23. Your Culture

25. Values

27. Goals
PEOPLE FINANCIAL
SERVICE GROWTH

28. “We change behaviour by framing what
we want people to do into something
that is relevant to them.”
Erik Vermeulen

29. Leadership

30. “You can’t sell it outside if you can’t
sell it inside.”
Erik Vermeulen

31. Perceived Control
Perceived Progress
Connectedness
Vision / Meaning

32. The Partnership Model
Glee We
See
Flee
Me
Fee

33. “What we allow will continue.”
Erik Vermeulen

34. The Creed of Champions

35. I will start each day by:
4. Treating all customers as
though they are the most
important people in the world.
1. Treating people I work with as the
best in the business.
2. Looking for opportunities and
not problems.
3. Doing things today and not
tomorrow.

36. I will start each day by:
8. Reminding myself that Self-
Motivation is the key to
success.
5. Choosing to have a positive day
6. Reminding myself to smile
7. Generating enthusiasm in my
company, my family and my life

37. Self - Motivation
• Count your blessings
• Live everyday like it’s your last
• Admit that it’s your choice
• Focus on the positive
• Play to your strengths
• Visualization
• Believe

38. Thank You
www.erikvermeulen.com
@ErikMVermeulen
Erik Vermeulen
Behavioural Economics
Strategist.