We the people

November 2007

The importance of employees in the process of building customer experience, The Journal of Brand Management, Volume 15, Number 2, November 2007. Author: Patrick Harris

Branding is about people. People build brands. People buy brands. The relationship, at first glance, is a simple one – build a good brand and others will buy it. At the heart of this relationship, however, is another group of people, that of the employees. It is the employees who enact the attributes of the brand and whose actions ultimately foster customer experience – whether good or bad. Staff actions should reinforce the promises a brand makes to its customers. If wisely conducted, this reinforcement breeds more success in terms of sales, awareness and loyalty. Employees have the formidable task of demonstrating the brand by the actions they take. The adage actions speak louder than words is a truth that holds firm in the process of building successful brands.

Organisations that unite strategy and brand possess cohesive workforces that demonstrate sound direction, incorporate a recognisable approach and present a high-quality, consistent customer experience

Patrick Harris

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