BestMark News

Why employees are brand ambassadors

What does it mean for a company to have engaged employees? This question is posed in a recent Business2Community article, and it's completely apropos given the general lackluster devotion most workers have for their companies. In the grand scheme of things, this trend is unquestionable damaging for businesses in virtually every sector.

Employees who aren't fully invested in their job will fail to provide the utmost in customer service and satisfaction, which is why mystery shopping services are so integral to the performance of retailers and merchants. In the end, your workforce serves as brand ambassadors, and if they're not invested in putting the best foot forward when interacting with consumers, there's likely to be numerous negative consequences.

An international malaise
Unfortunately, disengaged employees aren't isolated or even the minority. Citing data from the Gallup 2013 State of the Global Workplace survey, B2C explained that only 13 percent of employees around the world stated they were engaged at work. In the U.S., that number just about doubles to hit 30 percent, but that still leaves the vast majority of employees working without attaching a lot of significance to their duties. With this in mind, there's a strong impetus among companies in all areas to ensure their workers are motivated and dedicated to carrying out their tasks to the best of their abilities. In doing so, they're more likely to convey the brand's image in a positive light for consumers.

Give employees brand knowledge
If a company wants to improve its standing among consumers and its workforce alike, it must be able to differentiate itself from competitors. This is a policy that helps both customers and employees understand why the brand exists in the first place. Consider the emphasis the Seattle-based coffee chain Starbucks places on positioning themselves as the "third location," or the space where consumers went between work and home. To compel shoppers to visit their shops, the employees have to be sold on the concept of making store welcoming, comfortable and familiar - not simply a place for coffee. That's why employees are encouraged to learn regular customers' names and drinks.

However, many of the customer experience key performance indicators have to be witnessed first-hand for companies to accurately gauge how well their workforce is doing. This is why mystery shopping plays such a central role in keeping record of in-store service. Companies have to ensure they're delivering a consistent product and level of quality for each customer encounter. This is a contributing reason for coffee store chains like Starbucks to measure factors like drink weight, employee appearance, speed of service and whether workers follow corporate policies.

Send the right message
According to Retail Customer Experience, companies have to communicate well with their employees if they want them to be committed to the brand. With the increasing emphasis that many companies put on treating customers with the greatest possible care, it's important to extend this treatment to the workforce as well. Accordingly, they'll internalize the commitment the company has shown. The results can be seen in employees who genuinely enjoy what they do.