Who are your ambassadors? Who tell your story? A handful of customers? The direction? If so, you are not taking advantage of serious opportunities. Because who are best able to convey your message the best? Exactly, your employees! After all, they are busy with your product, brand and company on a daily basis. And we’re not just talking about marketing or communication workers. This applies to your entire organization, from IT to customer service and from reception to human resources. Therefore, make sure that employees are proud to work for your company. After all, customers quickly realize when employees are not fully behind their company and this will have an impact on the results in any case.
New staff
When hiring new employees, keep in mind that they must be able to properly represent your product, service and brand. Does this person suit your company? Does he (or she) have the same norms and values, does he support the vision of the company? Of course, this does not only apply to a new account manager or PR employee. Every employee must be able to represent your brand and products in a positive way.
It’s not all about money
It’s easy to make staff happy with more pay. However, it is certainly not all about salary. It is even more important to ensure that your employees are and remain motivated. Therefore, provide an inspiring work environment and create a place where people feel happy.
But don’t forget to take your employees seriously, make them important and let them make decisions. This creates the conditions for turning employees into ambassadors. But there’s more. The following four rules are a good start:
1. Provide a story. A story that your audience understands. So ask yourself what the story is that you try to tell your customers every day. After all, if you want to provide your customers with the ultimate product experience, an inspiring story is of great importance. The story of your product, of your brand. After all, you want to make your customers curious about what to do next. Therefore, make sure that he wants to know more, that he looks for the sequel after the first contact. One part automatically leads to the next.
2. Do what you promise! Don’t let a slogan be an empty promise. If your mission is to provide a perfect customer experience, then also have policies that ensure that the customer is always central. Train customer service so that they want to keep your promise. There are customer services where employees are not allowed to assist customers if this means that the maximum time per customer is exceeded. So ask yourself if you are willing to really do what you promise. Even if it takes more time, effort and money.
3. Religion. Are your customers willing to spend nights outside in the cold to be the first to get a new product? We all know the queues for the Apple stores for a new iPhone or iPad.
Brands such as Apple, Harley Davidson or Ferrari show more characteristics of a religion than of an ordinary brand. It is not at all important whether an iPad really has added value or whether the new Harley Road King really drives well. It’s a feeling, a way of life.
Have you ever wondered if your brand is a religion? Or is it just one of many products or services? Do people have a passion for your brand, product or service? Are they willing to share their experiences with your products with others? And what about your employees? Do they talk passionately about your company in the pub? If so, they will also do this to your customers.
4. Authenticity. Don’t pretend to be different than you are. So ask yourself what you are as a brand and what you stand for. Don’t pretend to be something you are not. Consumers see through this very quickly. Every company has a number of authentic stories to tell. Focus on that and communicate that.
