ORLANDO, FL: As part of an effort to obtain "a deeper understanding of the realities of the client world," CBR PR has launched a program in which agency employees - from the receptionist to CEO - spend a day working at a client's company.
So far, CBR staffers have traded their desks for a drive-thru window at McDonald's, a helicopter owned by the South Florida Water Management District, and an information booth at The Florida Mall. Later this month, an AE will embark on a 4am garbage-collection shift for client Waste Management.
Firm CEO Lori Booker explained how the program, for which expenses are being covered by the agency, has resulted in an increased emphasis on customer service and employee relations when providing counsel to clients.
"Now that they know what it is like to actually work for these companies, the account teams have started thinking more in terms of how strategies will impact the people working there instead of being solely focused on sales," explained Booker. "The experience has taught us how to actually show employees how they can do a better job, instead of just telling them."
CBR's retail and Hispanic divisions have spearheaded the program, which was launched
to coincide with the agency's 20th anniversary.
"So many of our clients hire us to target the Hispanic marketplace because it's the fastest-growing consumer audience in the state of Florida," said Booker.
Based on the initial feedback from clients, Booker said the initiative would extend beyond the originally planned one year.