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- Given the urgency to show customers that company ad claims are true, a top way to become a valued employee is for you to win them over.
- People now expect employees to be independent-minded. So if you come across like a true believer, customers and other observers are more likely to believe.
- If you’re unsure how to be a good brand ambassador, experts advise not staying in the dark. Know what [YourCo] tells customers they can expect, and the part your job can play in delivering it. Get your boss’s take on what’s required, and ask for any tools you need to be more effective.
- Don’t deal directly with customers? All right, figure out how your work can aid (or hinder) your frontline colleagues’ ability to gain customer loyalty, and do something about it!
- Your enthusiasm for the [YourCo] brand might take time to build. Just remember, it stands for a product or service people need or want, or it wouldn’t exist. Give that understanding a chance to sink in.
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There’s a good reason [YourCo]’s employee surveys often ask if you’d recommend this company’s products and services to your friends and family, and whether you’re proud to work here. It’s this: Never has your personal ability to reinforce the [YourCo]
brand been more important to the company’s – and your own – professional well-being.
“Advertising claims no longer persuade the way they once did,” explains [a YourCo Marketing executive]. “Today’s customers judge companies one transaction at a time, and brand loyalty sets in gradually, if at all. That’s why employees who help their company deliver on its marketplace promises are increasingly seen as precious business assets.”
Intrigued by this hint that brand-building behavior can boost the career of essentially any employee, [name of your publication or intranet] recently tapped into what business analysts from around the corporate world are saying about the issue. In short, we found, they agree: Employees who accept responsibility for their growing influence on customers’ loyalty – or lack thereof – have an advantage over those who see it as someone else's job.
It’s about trust. Why? Because these more involved employees get a vastly better response from customers, says author
Bruce Tulgan, founder of the consulting firm Rainmaker Thinking.® “Buyers are shrewd,” he says. “They know today’s employees are independent-minded. So, when they deal with one who’s a genuine believer – who really seems to
like the company and take pride in its strengths – it carries a lot of weight.”
But, Tulgan adds, even though employees may want to be good brand ambassadors, they're not always clear on how to do it. His advice:
Full story continues, with these subheads:
- Take the initiative
- Give it time
- For love and money
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