The useful part
Many of those campaigns brought customers through the door as intended, but the increased traffic didn't convert to the kind of sales that the organization had hoped for. As the saying goes, your customer experience will never exceed your employee experience. Stershic, author of Taking Care of The People Who Matter Most reminds us, "The way your employees feel is the way your customers will feel.
How it works
- If your employees don't feel valued, neither will your customers." If your organization wants to get a higher ROI on it...
What to take from it
What many marketers seem to forget is that even the most creative, imaginative, or strategic advertising, marketing, or communications campaign can be completely derailed by disengaged employees delivering poor or mediocre service. As I tell my senior leadership clients and the audiences at the conferences where I speak, it is unreasonable to expect disgruntled, disillusioned, or otherwise disengaged employees to deliver the type of customer experience that will convert casual consumers into raving—and paying—fans of the brand.
Details worth keeping
Over nearly two decades in the branding industry, I've seen way too many highly imaginative marketing departments and ad agencies give it their all to develop and launch impactful sales campaigns, only to see them fall flat in terms of results.
