B2B company Mitchell International staged a high-energy, interactive brand engagement experience to inspire and orient employees on the customer experience.

1. the mitchell way day 2013
how a B2B company engaged its workforce in optimizing the customer experience
by denise lee yohn

2. Mitchell
International is
North America's
leading provider
of Property & The Mitchell Way Day engaged
Casualty claims company associates in a high-
technology
solutions with
energy, interactive experience to
more than 1,700 inspire and orient them on the
associates customer experience.
throughout the
United States and
Canada.

4. Participants spun a wheel to determine how many steps
they could advance in the customer journey laid out
before them.

5. Along the way, the learned about stages in the customer
journey and earned prizes.

6. The journey introduced them to user personas --
descriptive models of Mitchell users that illustrate what
they are motivated to accomplish and why.

7. It also exposed them to actual customer comments,
reinforced the company’s core beliefs, and included a
little fun.

8. Participants ended the customer journey in Brand
Promoter Land, which tied to one of the company’s key
metrics, Net Promoter Score.

9. The game culminated in a unifying message.

10. The Mitchell
Way Day also
featured an
exhibit hall of
science-fair
style displays
created by
each company
department to
demonstrate
how it
positively
impacts the
customer
experience.

11. Each department displayed its role and value in the
customer experience with personality and pride.

12. A reception with a live rock & roll band capped off the
day.

13. The reception included fun activities that engaged
people with the company’s beliefs and reinforced
important principles.

14. Mitchell CEO Alex Sun ended the day with an
inspirational message.
“This is not about a few
people being smart; it is
about everybody being
aligned. Everybody is
part of writing our story.”

15. Learn more about Learn more about
Mitchell: engaging your
http://mitchell.com employees in brilliant
customer experiences:
 http://bit.ly/BrandJourney
 http://bit.ly/BrandEngage
 http://bit.ly/CustExpArch
denise lee yohn
http://deniseleeyohn.com