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Michelle M. Smith CPIM, CRP
Marketers are dedicated to delivering compelling value to empowered customers, to fostering lasting connections with those customers and to measuring the value of their efforts.
However the unending stream of marketing content often leaves customers and prospects confused and overwhelmed. Marketers must consistently deliver on their brand promise and also improve customer spend.
Even as marketing tools continue to evolve, it’s important to recall and leverage one of an organization’s most powerful assets—employees. Employees don’t just represent your brand. To customers, they become the brand.
BMA’s new research partner, The FORUM, found a connection between employee attitudes and customer spending in their study “Testing the Internal Marketing Model: An Empirical Analysis of the Relationship between Employee Attitudes, Customer Attitudes and Customer Spending.”
The research combined results from employee and customer surveys at an international hotel chain with customer spending patterns. These findings can be applied to any industry.
The link between employee engagement and customer spend offers marketing leaders a powerful means for impacting growth and brand integrity. A consistent, integrated, internal marketing campaign that incorporates employee engagement is needed.
Here are a few examples of ways to leverage your employee audience:
This research reminds us that our employees are our best source of competitive advantage. When you align employees behind your brand strategy, employees become partners and assets. Your customers and your company will benefit from the connection between employee engagement, customer loyalty and profitability.
BMA’s new VP-research has been named one of the most influential women in the incentive marketing industry. Michelle M. Smith, CPIM, CRP, is an accomplished international author and speaker, past president of the FORUM at Northwestern University, president emeritus of the Incentive Marketing Association, and vice president of business development for O.C. Tanner. Michelle can be reached at email@example.com or on LinkedIn. For more insight from The FORUM, visit http://www.businessresultsthroughpeople.org/ .
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