In service businesses, you are only as good as your last encounter with a customer. In service businesses, you are only as good as your employees delivering the service to the customer. The interaction between the customer and employee is the brand experience for the customer. Therefore, employees are the brand.
Most brands try to capture the hearts and minds of its customers. In service businesses, the brand is strongest when there is alignment between employee behaviors and brand identity. Delivering on the brand promise can be the only differentiator when there is no product.
Recent doctoral dissertation research found that internal marketing and brand training positively affects organizational performance. Brand training is a relatively new area of employee training. However, the research study found that brand training had the largest impact on business performance. The direct relationship found between brand training and business performance provides an area of opportunity for service businesses.
Most organizations appeared to focus training dollars on sales, but brand training could help employees deliver on the brand promise and become brand ambassadors.
What are you doing to marketing internally and train employees to be committed to your brand?
Together we can elevate your customer's brand experience. Contact me today to schedule a 7-minute strategy session to find out if together we can educate your employees and strengthen your brand.
813-250-0278
ae@mosaicmktgbay.com