Call Center Management Featured Article
Your Brand Matters to Customers & Employees
What makes a company stand out? Why are customers loyal to brands? And what makes people want to work there and employees proud to be there?
The answer depends on the company and the person. But having a strong brand that stands for something is a good start.
That brand may represent great customer service, innovation, environmental awareness, or work to help others who are less fortunate. Nordstrom, Tesla, Patagonia, and TOMS are some of the top brands associated with these values.
Fortune this year ranked Salesforce, Wegmans Good Markets, Ultimate Software, and The Boston Consulting Group as the top 100 Best Companies to Work For. Apple, Disney (News - Alert), and Starbucks are among the other companies that often come out on top in discussions about the most-admired companies.
Building a great brand requires a strategy based on a specific goal. Organizations then need to execute on that goal and that strategy. But there’s another important component to building strong brands. And that is getting the word out to customers, prospects, and prospective and current employees about what you stand for and your success in being recognized for that.
Jacob Morgan suggests that the human resources and marketing departments at organizations need to come together to promote company brand. He is principal of Chess Media Group and author of The Employee Experience Advantage. He also notes the importance of taking positive feedback and reviews and sharing that with even more people.
That may involve mentioning top rankings in your marketing materials. It may entail sharing Net Promoter Scores on social media. Some companies may even want to talk about or reiterate positive employee experiences in working for them.
These exercises can both help companies build their brand with customers and the investment community. And they can help attract the best talent and drive employee engagement.
Of course, organizations can also leverage customer and employee feedback, and rankings, to better understand what they’re doing right and where they may need to improve.
Edited by Maurice Nagle