How your employees can make -- or break -- a brand relationship

Highlights from the article entitled "Your Brand is in Their Hands":

• Many companies emphasize managing the traditional "four Ps" of marketing -- Product, Price, Place and Promotion -- while appearing to overlook an essential fifth P: People.
• The reason why companies seem to emphasize the traditional four Ps is simple. The "people" P is the toughest one to manage. In clear contrast, product attributes can be changed relatively easily.
• Employees who sell, support, or service what the company offers are not merely serving a transactional function that's required to get the product into the hands of the customer. These employees are also helping to establish a relationship, the nature of which is heavily dependent on them.
• Engaged customers sing the company's praises, while disengaged customers spread their unhappiness on YouTube.
• Engagement represents a meaningful and enduring bond between customer and company, one that is grounded in emotional considerations and not just in rational ones. It stems from customers' feelings about how they're being treated by the company.
• There are four ingredients to an engaged customer relationship: confidence in the company's trustworthiness, belief in the company's integrity, pride in patronage, and passion for that company's product/services.
  

Your front line staff is the face your company presents to the world.  Keeping them engaged is the first step to developing engaged customers. Read the full article at the link.

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Posted by: gisela on 2010-04-17 00:28:28

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