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Don’t Forget Your Most Important Audience

Organizations often strive for a high touch model, focusing on constant communication and contact with their target market along the customer experience journey. In doing so, however, the most important audience, internal staff, is often overlooked. If employees, the standard bearers for your firm, feel uninvolved and uninvested in the future of the firm, this impacts the end customer experience negatively. Fortunately, three simple tactics can help to ensure everyone is on the same page:

Communicate– Let your employees know what’s going on in the company. As much as possible, communicate major developments or future plans so that everyone feels like they are in the loop and know what’s ahead. This is particularly critical in the current environment. An article published by Human Resource Executive early in the pandemic noted that almost 70% of employees surveyed by mental health provider Ginger responded that COVID-19 was the most stressful time of their entire professional career, leading to increases in new prescriptions, as well as lost productivity.

Involve– While not everyone can be a decision-maker, choosing representatives from all levels of the company to be involved in key initiatives can help everyone feel like they have a voice. Considering a major change in technology? Make sure the evaluation and implementation workstream includes both the end users of technology as well as the big picture strategy people. Getting ready to move offices? Include representatives that will be sitting in cubicles as well as those in an office. Each brings an important perspective and helps to build buy-in and consensus.

Recognize-This is a time when many employees have been going above and beyond in all aspects of their lives, both personally and professionally. Celebrate career milestones firmwide, such as work anniversaries, promotions, and awards, and congratulate individuals on personal accomplishments (with their ok of course), such as a marriage, birth of a child, winning a contest or completing a challenging athletic or other endeavor. This demonstrates your sense of community and that you care about each other beyond work relationships.

Taking the time to engage this key market “segment” will help to energize your sales and marketing efforts to your clients, prospects, and COIs.