It’s time brands start treating their employees like customers. Businesses spend millions and millions of dollars trying to bring the brand experience to their customers. But do the ones who are responsible for the delivery of this experience know what the brand stands for? Most companies focus on improving various aspects of their products and services but fail when it comes to internal branding so much so that even senior management is, in many instances, clueless about the brand. There is also the misconception that only those who are responsible for direct delivery of the products or services should know the brand.
The truth is that everyone in the organization needs to have an understanding about what the brand stands for and to live the brand values. Only then will the brand promise be truly delivered. Most companies organize a few trainings and seminars during the year and leave it at that. But this is just a start. For a company to truly engage its employees in a meaningful way, it needs to chalk out an elaborate program. This will not only equip them to handle customers in a brand consistent way but will also lead to higher employee loyalty and commitment to the company in general.
Simply engaging employees on a brand level will not work. A simultaneous culture of trust, support and empowerment has to be created for the engagement to work. Compensation systems need to be integrated in a way that reflects the company’s values and rewards its employees fairly. The company has to take a genuine interest in nurturing the talents and goals of its employees as well. It has to harbour a sense of kinship within the ranks. Lastly, the leadership has to set a shining example for everything the company stands for. When all these elements can be pulled in together, the company will reap the benefits of its engagement program, and this will also reflect in increasing customer satisfaction levels.
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