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How Employee Ambassadors have transformed Kodak

December 10, 2007

I had the pleasure of seeing Jeffrey Hayzlett speak a few months ago.  It was especially impressive to me because Employee Evangelism is something I usually have to dig for, and here was a CMO talking about how Employee Ambassadors are a huge part of their growth.

I got the chance to ask Jeffery some questions about how it works for Kodak and how they implement it.  Be sure to check out the link to their Print Ambassador program.

1) Question:  Kodak has gone through some major changes in the past few years. How has your employee-base changed?

Jeffrey Hayzlett: Kodak has gone through an historic transformation from a vertically integrated manufacturer to a diverse supplier of digital and conventional solutions. That transformation was successful due to the enormous talent of the Kodak employees. Now a horizontally lean company, the Kodak employee remains one of the company’s greatest resources…that has not changed.

2) Question: With so many newer employees, has it been easier to encourage Employee Ambassadors?

Jeffrey Hayzlett: I’m proud that two of Kodak’s strongest assets are our people and our brand. Employees have long been ambassadors of the brand. In fact even after retirement, former employees continue to support and tout Kodak solutions. While there have been many change in the past few years, I think one of constants has been both the employees and the public’s desire to see Kodak succeed in its transformation. That support was one of the factors in the success of the transformation to a new Kodak.

3) Question: Can you give me one or two examples of non-sales staff that have been successful ambassadors? What impact did they have on the organization?

Jeffrey Hayzlett:  We have recently implemented a program called FAST here at Kodak. FAST is set of operational guidelines designed to drive sustainable, profitable growth.

 

FAST stands for Focus, Accountability, Simplicity and Trust.

 

In short, the FAST behaviors require us to treat everyone — internal and external — as a customer.

 

If we treat everyone as a customer — by delivering as promised and making no excuses — the company prospers.

 

Another initiative is our new BOOYAH Recognition Certificate. It’s a fresh way to recognize individuals at Kodak for exceptional on-the-job performance, dedication, and commitment. Too often we forget to recognize and thank an individual’s contributions - this certificate provides the opportunity to signal our appreciation in a very visible, upbeat way.

 

The term “booyah” is a spontaneous expression of passion and joy, usually brought on by victory, success, or some other significant accomplishment. For us, it represents the acknowledgement of a job well done - a great idea, an outstanding attitude, or an obvious effort above and beyond the call of duty.

 

4) Question: How do your encourage active ambassadorship? Is it required or optional?

Jeffrey Hayzlett:  I believe Gandhi said it best. “You must be the change you wish to see in the world.” People tend to model the behavior of those around them. As the Kodak leadership team models the behavior of an ambassador, it fosters that behavior in the Kodak community. Conversely, the leadership team learns from employee ambassadors as well. It is vitally important to the company as it keeps all levels of the organization in true communication.

5) Question: Overall, how has this program of actively cultivating a culture of employee ambassadors helped Kodak?

Jeffrey Hayzlett:  The Kodak brand continues to grow stronger, both internally and externally as our employees hold themselves personally accountable for achieving the corporate goals. My overall observation is we have happier employees. As we continue to develop an environment that fosters a personal sense of ownership and commitment, we build company based on pride. The result is a company with a brand that each employee can call their own, a company of employee ambassadors.

Who is Jeffrey Hayzlett?

Chief Business Development Officer and Vice President,

Eastman Kodak Company

Jeffrey Hayzlett serves as Chief Business Officer and Vice President, Eastman Kodak Company. He has responsibility for Corporate and Product Public Relations, Communications and Public Affairs, Brand Management, Corporate Sponsorships, Market Development and Corporate Relationships and Partnerships. Mr. Hayzlett reports to both the CEO and COO of the company.

Mr. Hayzlett joined Eastman Kodak Company in April 2006 as Chief Marketing Officer and Vice President, Kodak’s Graphic Communications Group (GCG), leading all marketing activities for GCG. Mr. Hayzlett has nearly 25 years of international marketing, sales and customer relations management experience.

Mr. Hayzlett is currently a member of the board of directors of the Business Marketing Association (BMA), the Electronic Document Systems Foundation (EDSF) and is on the advisory board of the CMO Council. He is chairman of the Sales and Marketing Executives International (SMEI) Foundation for Marketing Education, and is a permanent trustee to the SMEI Academy of Achievement Hall of Fame. He is also a two term past chairman of SMEI. Mr. Hayzlett remains a trustee of Pi Sigma Epsilon National Education Foundation.

Mr. Hayzlett has received numerous honors and awards, including the 2007 Lifetime Achievement Award from Frost & Sullivan, a global business research and consulting firm. He was recently named one of BtoB Magazine’s Best Marketers of 2007. He was awarded the International Business Person of the Year Award by the International Printers’ Network (IPN), received The British Association for Print and Communication (BAPC) Honorary Life Member award in 2004, and the National Association of Quick Printing (NAQP) Industry Award of Distinction in 1997.

Mr. Hayzlett speaks frequently around the world on graphic communications and marketing, including presentations in 2007 at the Canadian Marketing Association’s National Convention and Trade Show, “THE Conference on Marketing,” the Direct Marketing Association Leadership Forum, Print Oasis, and the National Postal Forum.

To find out more about Kodak, visit www.Kodak.com and don’t forget to check out that Print Ambassador program to see some examples of Ambassadorship in action.

- Thank You!

Posted by Ron McDaniel | Filed Under Blog, Branding, Employee Advocates, Marketing ROI, Word of Mouth Marketing 

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2 Responses to “How Employee Ambassadors have transformed Kodak”

  1. Celebrity Apprentice Appearance | Buzzoodle Buzz Marketing on January 15th, 2008 11:33 pm

    [...] Hayzlett (Mr. Kodak) was recently interviewed on this blog about Kodak’s Employee Ambassador program.? This week he is appearing on Celebrity Apprentice.? (Thursday, 9:00 PM on [...]

  2. Encourage Employee Marketing | Buzzoodle Buzz Marketing on September 2nd, 2008 10:20 am

    [...] aren’t talking well about your company then you are losing out on the opportunity to create a culture that retains the best employees. And these are the employees who will treat your customers like superstars.? You want to take [...]

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