Were Pine and Gilmour just restating Abraham Maslow? Kind of looks that way, according to Michael Mattalo of Fifth P, when talking about employees as part of the customer experience and the brand. [Still blogging live from CMA's Customer Experience conference]
Mr. Mattalo says we typically only look at the front line employees' connection to the brand, but should be looking at everyone.
He offers a great illustrative example -- corporate legal department that is responsible for the legal agreements which so commonly do not align with the brand at all. Policies, processes, systems and facilities are often not covered in the brand book.
[Why is this so hard? I feel like I have been talking about this stuff for more than a decade... wait, I have. Very tough to execute.]
WestJet's employee slogan, "owners care" is a nice example of how to activate company brand internally.
What is your employee experience? And does it have any relationship with your espoused brand values or the experience you want for your customers?
Top tips offered:
- make employees integral to your brand
- focus on the purpose employees serve
- create a branded employee journey
Good job @mmattalo!
