We have all at some point of our lives stood in line at a supermarket, and witnessed someone yelling to the employee behind the register. Probably for some ridiculous reason, which the employee can’t even influence, for example milk being more expencive compared to another store. If the employee took all the mean words without blinking an eye, and with a smile on his face, he is actually building brand to the supermarket he works in.
According to an article I read, employees have an actual influence in brand building. Employees can be so called ambassadors of the brand. They can represent the brand beyond their job description. I personally just noticed that I actually do that. I work at a fast food restaurant, and whenever there is for example a campaign going on, I advertise it to my friends. When choosing a place to eat, we often go to the place I work at because of my personnel discount. Again, I’m bringing in more customers beyond my job description, which is just taking in peoples orders.
Employees can be motivated to build the brand, in other words being better employees. If service somewhere is good, we are more likely return there or recommend it to others. I was shopping at Victoria’s Secret in New Jersey last winter. At least five employees came to me asking if I need any help, telling me their name and saying that I don’t have to hesitate asking any help from them. I was amazed; how were they all so nice to me? As I was paying for my stuff, I was asked, did anyone help me to find what I needed. I then realised, that Victoria’s Secret had figured out the value of good customer service. I believe that the employees are at least partly getting paid by commission.
In the article it said, that a human resources executive said, that employees provide 25% of the value of the brand. That is quite a lot, so maybe paying employees a little extra for being better customer server is worth it.
Ebscohost. Employee contributions to brand equity.