People are key to delivering the brand promise in service companies. People-power has been presented as a “5th P” of the marketing mix (product, place, price, promotion) because employees can be a powerful element in helping an organization differentiate their brand service to gain competitive advantage and deliver customer value. The employees of an organization have not usually been considered part of the marketing mix, however in service companies it is the employees that deliver value to the customer. If employees are not customer-oriented, the organization will not achieve customer orientation. Organizations need to market to their employees so employees can promote the brand to customers.
Employer brand can be a predictor of employee satisfaction and brand can be a communication tool. Communication becomes critical in using people as the differentiator. In developing an integrated marketing communications plan, organizations need to consider internal communication and marketing to employees. Business-to-employee (B2E) looks at employees first. By treating employees as customers, they can in turn provide better service to customers. If employees are the key asset in service organizations, they need communication and marketing to provide a customer-orientation. Internal marketing is a topic that has been discussed by the business community and practitioners. Companies try to emotionally engage employees and connect them to the brand. Leaders need a strong brand vision for employees to be able to align brand providers and brand believers.
In organizations delivering the brand promise, it is the employees…not the customer…who comes first. It may be business as unusual and defy conventional wisdom but some companies believe that by putting employees first, they will service the customer and deliver on the brand promise, and profits will follow.
Who is first in your organization?
Together we can elevate put your employees first. 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