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Tuesday, October 04, 2011

Brand Loyalty Begins at Home…With Your Employees

Written by  Duane Bailey

Imagine a culture where your customers are your advocates. Strong, personal relationships have been forged with your brand. Your customers perceive you as their trusted advisor. And your customer retention rates are above industry average.

Is this something your brand is aspiring to? Or perhaps you’re already there.

Most brands who have achieved this position have done so with the realization that brand loyalty begins at home. With your employees. And how you treat them.

Employees who are trusted and valued by their employers find it easier to build similar relationships with their customers. They inherently trust others outside of their organization to honor their commitments, act in their best interest and speak positively on their behalf. This trust makes it easier for them to forge deeper, longer-term relationships.  Customers are viewed as collaborators, not conspirators.

In turn, customers are attracted to brands whose employees genuinely delight in serving them. Customers find value in content, products and services designed to meet their specific needs. Trusts are built and relationships are strengthened.

If you’re aspiring to higher levels of brand loyalty, where do your employees stand in your organization? How trusted and valued are they?

For more on employee loyalty and collaboration, please see these recent posts:
• Inspire Employee Loyalty – Celebrate Your Employees
• Back to School:  Collaboration Is In
• Business Is Personal:  Accelerate Relationship Building with Small Talk

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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