One of the most significant differences between goods and services is that the latter are provided by people. Frontline employees are those who come into contact with the customer, serving them, answering their questions, etc. The rude waiter, the indifferent receptionist, the bored groom are just a few examples of how the human factor can shape a visitor's satisfaction level. It is imperative to understand the crucial role played by frontline personnel, something unfortunately ignored by many entrepreneurs who perceive their employees as expendable, as the last cog in the wheel.
Internal marketing targets employees to empower them towards better customer service (interactive marketing). For many, employees are considered the fifth P (People) of marketing. Employees are essentially part of the product since they deliver it to the customer. While marketing may attract customers to a service company, it's the staff that can turn them into repeat customers.
The moment of interaction between an employee and a customer is called the moment of truth. It's the critical moment where the customer's expectations for the business are either shattered or confirmed. Someone once said, "a disappointed employee is a terrorist." The business may have the best facilities, equipment, or products, but all it takes is an indifferent or rude employee to "damage" the experience.
Therefore, cultivate a culture focused on personnel, demonstrating through actions, not just words, that you support them, believe in them, respect them, and consider them part of your family. By earning the reputation of a good employer, you automatically lay the groundwork for attracting higher quality personnel..jpg)
Corporate culture should empower employees. Delegation means providing authority so employees can solve problems or address customer complaints on the spot, without having to resort to management. Some of the top customer service wow stories have not been designed by management but are the result of employee initiatives.
Above all, hire the right people. Most frontline positions require strong interpersonal skills, a pleasant personality, behavioral flexibility, and resilience to high-stress situations. Some of these characteristics are inherent and cannot be learned through training. As some rightly argue, "you hire for personality, train for skills."
If you follow the common method of hiring non-quality (and cheap) personnel, you'll hurt the quality of service. Some businesses understand it's better to invest time and resources in selecting the right candidates rather than trying to put out the fire every time an "incompetent" employee makes a mistake.
Upon hiring, employees should be trained in everything related to the business and their work. They should immerse themselves in the culture, mission, history, facilities, standards, procedures, and products sold by the company as well as its competitors. Training should be continuous and not limited to the hiring phase. All this, of course, costs money, but the benefits surely outweigh the costs. Thanks to training, employees improve and gain confidence, resulting in better performance and reduced turnover.
Additionally, personnel should not feel disconnected but should be informed about what's happening within the business, such as schedule changes, new products, or promotional activities that will be running soon. Often, they should use or consume the products themselves to gain a clear understanding.
Lastly, an integral part of internal marketing is reward and recognition programs aimed at personnel. Reward and recognition systems vary. The company may establish "employee of the month," offer gifts, bonuses, promotions, or incentive travel to those who have achieved high levels of performance. Often, a simple recognition from a senior executive (or their acknowledgment through social media), such as a warm handshake and public acknowledgment like "congratulations" or "well done, you did a great job," makes wonders (note: recognition works more effectively when done publicly, unlike reprimands, which should be done on a personal level).