Is your team ready to live your brand?
Most organizations make significant investments in marketing. These investments represent a commitment to reaching out to the marketplace and engaging potential customers. If the campaign or activities are successful, the potential customers begin to engage with your products or services and with your team. It is important that at every point of customer interaction, your brand gets reinforced positively. Internal alignment empowers your organization to consistently live up to the promises you make to your customers. It is important to consider the internal readiness of your team to deliver on the promise of your brand and continue to build belief across both customers and your team.
How do I know if my team is ready?
One important step is to conduct some type of an assessment of your team before you engage the market with a new campaign. You can do a fairly simple assessment of your team by asking them some basic questions about your organization or you can look a little deeper by examining knowledge and skills related to key areas such as customer service and products. Once you have understanding of your team's readiness, you can then look for ways to address the gaps.
How does this work?
In 2007 Sony Electronics Inc. conducted a survey that looked at employees engagement and feeling of empowerment in three areas, industry benchmarks, cultural factors that influence employee perception, and consensus on management effectiveness, behaviors, and strengths. Among the findings they found that 3 in 5 employees were fully engaged and 10 percent were not. (Read the full article here.) This data provided them the opportunity to address their weaknesses in an effective manner. As it mentions in this article, levels of empowered and engaged employees correlate significantly with many key business metrics, such as turnover, sales, efficiency, customer satisfaction, and customer loyalty.
How can I provide my Team Support?
There are many effective ways to support your team. If the assessment indicated that your team is weak in how to clearly communicate your message you can provide specific opportunities for practice in-house. It is important that these are active and engaging activities and not a classroom lecture on the company communication policy. It is also very effective to provide a lot of information via your internal website. Internal blogs and wikis can support the flow of information and allow various departments to ask specific clarifying questions across other typically remote internal departments.
When you are marketing your company, remember to be sure your team is ready to live the brand!