1.Introduction to Stakeholder and Customer Engagement
1。利益相关者和客户参与简介
1）Definition of Stakeholders
1）利益相关者的定义
Stakeholders: Individuals or groups who have a vested interest in the activities, decisions, and outcomes of an organization.
利益相关者：对组织的活动，决策和结果有既得利益的个人或团体。
They can include employees, customers, investors, suppliers, government agencies, local communities, and non-profit organizations.
它们可以包括员工，客户，投资者，供应商，政府机构，当地社区和非营利组织。
2）Why Stakeholder Engagement Matters?
2）为什么利益相关者参与很重要？
Stakeholder Engagement: Essential for building trust, fostering collaboration, and ensuring that the interests of all parties are considered in decision-making processes.
利益相关者的参与：建立信任，促进协作以及确保各方在决策过程中考虑所有当事方的利益至关重要。
By actively involving stakeholders, organizations can address concerns, mitigate risks, and create shared value.
通过积极参与利益相关者，组织可以解决问题，减轻风险并创造共享价值。
3）Benefits of Stakeholder Engagement in Social Entrepreneurship透明责任需求应，韧名久续企业兴
3）利益相关者参与社会企业家精神的好处透明责任需求应，韧名久续企业兴
Increased Transparency: Enhances openness and clarity in decision-making processes.
提高透明度：提高决策过程中的开放性和清晰度。
Accountability: Ensures that actions align with stakeholders' expectations and organizational values.
问责制：确保行动与利益相关者的期望和组织价值观保持一致。
Responsiveness to Diverse Stakeholder Needs: Adapts strategies to address the varied needs and concerns of stakeholders
对各种利益相关者需求的响应能力：调整策略来满足利益相关者的各种需求和关注点
Organizational Resilience: Strengthens the ability to withstand challenges and adapt to changing circumstances.
组织的弹性：增强承受挑战并适应不断变化的环境的能力。
Reputation Enhancement: Builds trust and credibility, bolstering the organization's image.
声誉增强：建立信任和信誉，加强组织的形象。
Long-Term Sustainability: Supports ongoing viability and impact by fostering lasting relationships and partnerships.
长期可持续性：通过建立持久的关系和伙伴关系来支持持续的生存能力和影响。
2.Social Enterprises and Their Stakeholders
2。社会企业及其利益相关者
1）Stakeholders
1）利益相关者
Stakeholders are persons or groups that affect, or are affected by, a firm’s decisions, policies, and operations.
利益相关者是影响或受公司决定，政策和运营影响或影响的人或群体。
A stake is an interest in–or claim on–a business.
股份是对业务的兴趣或主张的兴趣。
Stakeholder is NOT the same as stockholder (or shareholder).
利益相关者与股东（或股东）不同。
Shareholders are just one of several kinds of stakeholders
股东只是几种利益相关者之一
2）Internal stakeholders are employed by the firm - external stakeholders are not
2）内部利益相关者受公司的雇用 - 外部利益相关者不是
Internal Stakeholders
内部利益相关者
• Employees:薪安机平积
•员工：薪安机平积
Concerns: Fair wages, job security, career development opportunities, work-life balance, and a positive work environment.
问题：公平的工资，工作安全，职业发展机会，工作与生活的平衡和积极的工作环境。
• Management Team:策组利领通
•管理团队：策组利领通
Concerns: Strategic decision-making, organizational growth, profitability, leadership development, and effective communication within the organization.
问题：战略决策，组织增长，盈利能力，领导力发展和组织内部的有效沟通。
External Stakeholders 供社政投股客
外部利益相关者供社政投股客
• Customers: 顾客质价服道环
•客户：顾客质价服道环
Concerns: Quality products or services, fair pricing, customer service, ethical business practices, and social or environmental impact of the products.
问题：优质的产品或服务，公平的定价，客户服务，道德业务实践以及产品的社会或环境影响。
• Community: 社责参影持续贡
•社区：社责参影持续贡
Concerns: Social responsibility, community engagement, local impact, sustainability practices, and contributions to community development.
问题：社会责任，社区参与，地方影响，可持续性实践以及对社区发展的贡献。
• Investors/ Donors: 投回财社一持续
•投资者/捐助者：投回财社一持续
Concerns: Return on Investment, financial transparency, social impact measurement, alignment with values, and the sustainability of the organization's operations.
关注点：投资回报，财务透明度，社会影响衡量，与价值观的一致性以及组织运营的可持续性。
• Suppliers: 供公时德持续建
•供应商：供公时德持续建
Concerns: Fair trade practices, timely payments, ethical sourcing, sustainability standards, and building long-term partnerships.
问题：公平贸易实践，及时付款，道德采购，可持续性标准和建立长期合作伙伴关系。
• Government and Regulators: 政监遵德环社献
•政府和监管机构：政监遵德环社献
Concerns: Compliance with regulations, ethical business practices, environmental impact, social responsibility, and contribution to the local economy.
问题：遵守法规，道德业务实践，环境影响，社会责任以及对当地经济的贡献。
3.Stakeholder Power-Interest Grid
3。利益相关者动力利益网格
Stakeholder Power-Interest Grid (Mendelow, 1991)
利益相关者电力息电网（Mendelow，1991）
This model helps organizations prioritize their stakeholder engagement strategies and manage relationships effectively.
该模型可帮助组织优先考虑其利益相关者参与策略并有效地管理关系。
Definition of Power and Interest
权力和兴趣的定义
Power:
力量：
Power refers to the ability of an individual or group to influence decisions, actions, or outcomes within an organization.
权力是指个人或小组影响组织内部决策，行动或结果的能力。
Power can stem from various sources such as control over resources, expertise, formal authority, or strong relationships with key decision-makers.
权力可能来自各种来源，例如控制资源，专业知识，正式权威或与关键决策者的牢固关系。
Interest:
兴趣：
Interest reflects the level of concern, involvement, or stake that a stakeholder has in the activities, decisions, or outcomes of an organization.
利益反映了利益相关者在组织的活动，决策或成果中所具有的关注，参与或利益的水平。
Stakeholders with high interest are more likely to actively engage with the organization, while those with low interest may have minimal involvement or investment.
具有较高兴趣的利益相关者更有可能与组织积极互动，而利益低的利益相关者的参与或投资可能很少。
高权高关管理紧， 高权低关告知频， 低权高关需安抚， 低权低关常观察。
高权高关管理紧，高权低关告知频，低权高关需安抚，低权低关常观察。，低权低关常观察。
High Power, High Interest (Key Players):
高力量，高兴趣（主要参与者）：
These stakeholders possess significant power to influence the organization and have a high level of interest in its activities.
这些利益相关者具有影响组织的重要力量，并对其活动产生了高度的兴趣。
They are crucial stakeholders who must be actively engaged, managed closely, and involved in decision-making processes to ensure their support and alignment with organizational goals.
他们是至关重要的利益相关者，必须积极参与，密切管理并参与决策过程，以确保他们的支持和与组织目标保持一致。
High Power, Low Interest (Keep Informed):
高力量，低兴趣（继续了解）：
Stakeholders in this quadrant have high power but low interest in the organization. While they may not be highly engaged, their influence can be significant.
该象限中的利益相关者具有高力量，但对组织的兴趣低。尽管它们可能没有高度参与，但其影响可能很大。
It is important to keep them informed about relevant developments and engage them when necessary to address potential concerns and maintain their support.
重要的是要使他们了解相关发展，并在必要时与他们联系以解决潜在的问题并维持他们的支持。
Low Power, High Interest (Keep Satisfied):
低功率，高兴趣（保持满意）：
These stakeholders have a high level of interest in the organization but limited power to influence decisions.
这些利益相关者对组织具有很高的兴趣，但影响决策的权力有限。
It is essential to keep them satisfied by addressing their concerns, involving them in relevant discussions, and demonstrating a commitment to shared values to maintain their trust and support.
通过解决他们的关注，使他们参与相关讨论，并证明对共享价值观的承诺以维持其信任和支持，这是至关重要的。
Low Power, Low Interest (Monitor):
低功率，低兴趣（监视器）：
Stakeholders in this quadrant have low power and low interest in the organization. While they may not exert significant influence or engagement, it is important to monitor their perceptions and potential shifts in interest or power that could impact the organization in the future.
该象限中的利益相关者对组织具有低功率和低兴趣。尽管他们可能不会发挥重大影响或参与度，但重要的是要监视他们将来可能影响组织的利益或权力的潜在转变。
Regular monitoring helps in identifying any emerging issues or opportunities related to these stakeholders.
定期监控有助于确定与这些利益相关者有关的任何新兴问题或机会。
4.Customer-Centric Approaches
4。以客户为中心的方法
1）Strategies for Customer Engagement
1）客户参与策略
Customer engagement is crucial for building lasting relationships and driving business growth.
客户参与对于建立持久关系和推动业务增长至关重要。
Implementing effective strategies can help businesses connect with customers on a deeper level, foster loyalty, and enhance overall satisfaction.
实施有效的策略可以帮助企业在更深层次的水平上与客户建立联系，并提高忠诚度并提高整体满意度。
Here are key strategies for customer engagement:个全互社反忠强
以下是客户参与的关键策略：个全互社反忠强
Personalization:
个性化：
Tailoring experiences based on individual preferences, behaviors, and demographics.
根据个人偏好，行为和人口统计的量身定制体验。
Using data analytics to understand customer needs and deliver customized offerings.
使用数据分析来了解客户需求并提供自定义产品。
Personalized communication through targeted messages and recommendations.
通过有针对性的消息和建议个性化沟通。
Example: Toms Shoes personalizes customer engagement by allowing customers to choose the impact they want to make through their purchases.
示例：TOMS鞋通过允许客户选择他们想通过购买的影响来个性化客户参与度。
For every pair of shoes bought, Toms donates a pair to a child in need, giving customers a sense of personal contribution to a social cause
对于每双鞋购买，汤姆斯都会向有需要的孩子捐赠一双，使客户对社会事业有个人贡献
Omni-Channel Experience:
全渠道经验：
Providing a seamless experience across multiple channels (online, offline, social media, etc.).
在多个渠道（在线，离线，社交媒体等）之间提供无缝的体验。
Consistent branding and messaging to ensure a cohesive customer journey.
一致的品牌和消息传递，以确保凝聚力的客户旅程。
Integration of channels for a unified and cohesive customer experience.
集成渠道，以获得统一和凝聚力的客户体验。
Example: The Body Shop provides a seamless omni-channel experience by integrating their online store, physical stores, and social media platforms. Customers can learn about the brand's ethical practices, shop online or instore, and engage with the community through social media campaigns.
示例：Body Shop通过整合其在线商店，实体商店和社交媒体平台来提供无缝的全渠道体验。客户可以了解该品牌的道德实践，在线或商店购物，并通过社交媒体活动与社区互动。
Interactive Content:
交互式内容：
Engaging customers through interactive content such as videos, quizzes, polls, and contests.
通过互动内容，例如视频，测验，民意调查和竞赛来吸引客户。
Encouraging participation and feedback to enhance customer involvement.
鼓励参与和反馈以增强客户参与。
Interactive content boosts customer interest, retention, and brand recall.
交互式内容可以增强客户兴趣，保留和品牌召回率。
Example: Charity: Water engages supporters through interactive content like virtual reality experiences that showcase their water projects in developing countries. By immersing donors in their work, Charity: Water creates a more personal and engaging connection to their cause.
示例：慈善机构：水通过互动内容（如虚拟现实经验）与支持者一起参与，这些体验展示了他们在发展中国家的水项目。通过将捐助者沉浸在他们的工作中，慈善机构：水与他们的事业建立了更具个性和引人入胜的联系。
Community Building:
社区大楼：
Creating online communities or forums for customers to connect, share experiences, and provide feedback.
创建在线社区或论坛供客户连接，共享经验和提供反馈。
Encouraging user-generated content and fostering a sense of belonging.
鼓励用户生成的内容并培养归属感。
Community building enhances brand advocacy, trust, and customer loyalty.
社区建设增强了品牌倡导，信任和客户忠诚度。
Example: Patagonia has built a strong community around environmental activism through initiatives like the Patagonia Action Works platform. This platform connects customers with local environmental organizations, fostering a sense of community and collective action.
示例：Patagonia通过Patagonia Action Works平台等举措建立了一个围绕环境行动主义的强大社区。该平台将客户与本地环境组织联系起来，培养社区感和集体行动。
Feedback and Listening:
反馈和聆听：
Actively seeking and listening to customer feedback through surveys, reviews, and social media.
通过调查，评论和社交媒体积极寻求和倾听客户的反馈。
Using feedback to improve products, services, and customer experiences.
使用反馈来改善产品，服务和客户体验。
Demonstrating responsiveness and valuing customer opinions fosters trust and loyalty.
证明响应能力并评估客户意见促进信任和忠诚度。
Example: Fairphone actively engages with customers to gather feedback on their ethically sourced and sustainable smartphones. By listening to customer suggestions, Fairphone continuously improves its products and practices, demonstrating a commitment to transparency and accountability.
示例：FairPhone积极与客户互动，以收集有关其道德采购和可持续智能手机的反馈。通过聆听客户建议，Fairphone不断改善其产品和实践，证明了对透明度和问责制的承诺。
Loyalty Programs:
忠诚计划：
Implementing loyalty programs that reward customers for repeat purchases and engagement.
实施忠诚度计划，以奖励客户重复购买和参与度。
Offering exclusive perks, discounts, and personalized rewards to loyal customers.
向忠实客户提供独家的特权，折扣和个性化奖励。
Loyalty programs incentivize repeat business, increase retention, and strengthen customer relationships.
忠诚度计划激励重复业务，增加保留率并加强客户关系。
Example: Lush Cosmetics rewards customers through their Lush Loyalty program, where points are earned for every purchase and can be redeemed for free products. By incentivizing repeat purchases and customer engagement, Lush encourages loyalty while also emphasizing their commitment to ethical and sustainable practices.
示例：Lush Cosmetics通过其郁郁葱葱的忠诚度计划奖励客户，每次购买都可以赚取积分，并可以兑换免费产品。通过激励重复购买和客户参与，Lush鼓励忠诚度，同时也强调他们对道德和可持续实践的承诺。
5.Employee Engagement for Social Enterprises
5。社会企业的员工敬业度
1）Definition of Employee Engagement in Social Enterprises
（1）社会企业员工敬业度的定义
Employee engagement in social enterprises refers to the emotional commitment and active involvement of employees towards the organization's social mission and values.
员工参与社会企业是指员工参与组织的社会使命和价值观的情感承诺和积极参与。
It involves a deep connection to the organization's purpose beyond just performing job tasks.
除了执行工作任务之外，它涉及与组织目标的密切联系。
2）Why Employee Engagement Matters for Social Enterprises
2）为什么员工敬业度对社会企业很重要
Benefits of Employee Engagement for Social Enterprises:
员工参与社会企业的好处：
Engaged employees in social enterprises are more likely to be passionate advocates for the organization's social mission, leading to increased productivity, creativity, and commitment.
社会企业的敬业员工更有可能成为组织社会使命的热情倡导者，从而提高了生产力，创造力和承诺。
They contribute to a culture of purpose and drive positive social change.
他们有助于一种目标文化，并推动积极的社会变革。
Connection between Employee Engagement and Social Impact:
员工参与与社会影响之间的联系：
Employee engagement directly impacts the effectiveness of social enterprises in achieving their mission.
员工参与直接影响社会企业在实现其使命方面的有效性。
Engaged employees are aligned with the organization's values, leading to enhanced impact, increased stakeholder trust, and improved outcomes for the communities served.
敬业的员工与组织的价值观保持一致，从而增强了影响力，增加了利益相关者的信任，并改善了所服务社区的成果。
Drivers of Employee Engagement in Social Enterprises:
员工参与社会企业的驱动力：
Values Alignment with Social Mission: Employees who resonate with the organization's social purpose are more likely to be engaged and committed to advancing its mission.
与社会使命的价值一致：与组织的社会目的共鸣的员工更有可能参与并致力于推进其使命。
Purposeful Work and Meaningful Impact: Providing employees with opportunities to make a difference and contribute meaningfully to social causes enhances their engagement and satisfaction.
有目的的工作和有意义的影响：为员工提供有影响力并为社会事业做出有意义贡献的机会，可以增强他们的参与和满意度。
3）Importance of Aligning Employee Engagement with Social Mission
（3）将员工互动与社会任务保持一致的重要性
In social enterprises, employee engagement plays a crucial role in driving social impact and achieving the organization's mission.
在社会企业中，员工敬业度在推动社会影响和实现组织的使命中起着至关重要的作用。
Engaged employees are more likely to be motivated, innovative, and dedicated to advancing the social goals of the enterprise.
敬业的员工更有可能是动机，创新的，并且致力于促进企业的社会目标。
4）Strategies for Enhancing Employee Engagement in Social Enterprises
（4）增强员工参与社会企业的策略
Incorporating Social Impact into Employee Development:
将社会影响纳入员工发展中：
Offering training and development programs that emphasize the organization's social impact goals helps employees understand their role in advancing the mission and fosters a sense of purpose.
提供强调组织的社会影响目标的培训和发展计划有助于员工了解他们在推进任务中的作用，并促进目标感。
Empowering Employees in Social Initiatives:
赋予员工权力参加社会计划：
Encouraging employee involvement in social initiatives, volunteer programs, and community projects empowers them to make a direct impact and strengthens their connection to the organization's social purpose.
鼓励员工参与社会计划，志愿者计划和社区项目，使他们有能力发挥直接影响，并加强与组织社会目的的联系。
Recognition and Rewards for Socially Responsible Behaviors:
认可和对社会负责行为的奖励：
Acknowledging and rewarding employees for their contributions to social impact initiatives reinforces their engagement and motivates continued commitment to the organization's mission.
承认和奖励员工对社会影响倡议的贡献加强了他们的参与，并激发了对组织使命的持续承诺。
Fostering an Inclusive and Collaborative Work Environment:
培养包容性和协作的工作环境：
Creating a culture of inclusivity, open communication, and collaboration promotes employee engagement by fostering a sense of belonging, trust, and shared purpose within the organization.
建立包容性，开放式沟通和协作的文化通过培养组织内的归属感，信任和共同目的的感觉来促进员工的敬业度。