Pillar #4 in our 10 Pillars of Meaningful Marketing(TM) is Alignment. This focuses on the maxim that your brand is the sum of experiences and perceptions your customer base has with and about you. Who influences this the most? Your employees, of course. If they don't "live" the brand, it isn't really your brand.
But in today's world of constant employee churn, especially in customer service-oriented roles, is employee loyalty possible? If so, what builds it? What can influence a part-time employee or short-term employee to care enough to serve a customer in a way that reinforces your brand and builds loyalty among customers?
The folks at Wise Marketerare pitching some expensive but useful researchon this topic. One free bit of insight:
From the research detailed in The Wise Marketer's report, 'The Loyalty Guide III', it appears that money isn't usually the main driver of staff turnover and dissatisfaction. In fact, money seems to have little influence compared to other factors such as recognition of a job well done. The report goes on to examine the latest trends and best practices in staff loyalty and how directly it impacts customer loyalty, retention, repeat business, and even customer advocacy.
So if it's not money, what builds employee loyalty?
According to the 2008 Management Action programmes (MAP) Quarterly CEO Survey conducted by Vantage Research, money isn't the "end all, be all" when it comes to employee loyalty and retention. Open communication, employee recognition and involving personnel in decision-making are what people value most in a company. The survey found that the top business practice - 'open communication between management and employees' - was mentioned nearly twice as frequently as 'receiving raises'.The survey also found that the three greatest challenges CEOs are facing in business today are revenue growth, hiring talented employees and cost containment. In addition, the people behind a product are about as important as the product itself. Customers are only slightly more loyal to a company's products and services than they are to its employees. And even in tough economic times, price doesn't drive customer loyalty as much as increased service and product quality, and personal customer experiences do.
Turns out building employee loyalty is not as complex and expensive as you might have thought. But it certainly takes a disciplined, prioritized approach from leadership in your company.
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