You had, then lost me, at “hello”

poor brand experience“Glitzy TV ad campaigns and sports sponsorship deals may be the domain of the marketing department, but they are not the only important elements of brand building. The everyday experiences of customers as they interact with call centre operators, flight attendants, engineers and shop-floor staff also have a huge influence on a service business brand’s public profile.

The big challenge for marketers is how they can influence the behaviour of staff and ensure that the values of the external brand are expressed by employees who engage with customers.

Employees come first, customers second.”  (Marketing Magazine, 25th July 2012)

No. I would say that they should have equal priority.

As a company that is responsible for creating and implementing employee recognition schemes for Aviva and other well known brands, P&MM Motivation works closely with brand owners to ensure that the mindset of staff is fully in tune with the objectives and promises of external marketing activities through seamless programmes

Employee engagement and staff branding should definitely be as high a priority as external marketing not only for the HR department but also the marketing team.

The point of interaction between customers and employees is where the brand promise is delivered.

Businesses that underrate the value of internal marketing to their staff will fail to capitalise on external marketing, wasting valuable time, effort and budget. This is particularly true for companies that promote the message that their employees are engaged – if this is a key USP it needs to be fulfilled.

Internal marketing is vital to ensure that the brand impresses, not loses, its customers at ‘hello’.

 

 

John Sylvester

John is responsible for the motivation division of p&mm ltd. Specialising in developing, implementing and directing many large scale staff motivation, recognition and employee communications programmes.

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