Psychology Based Marketing

No company can exist without happy employees. When customer service representatives, live or in-person, love their job and feel invested in the company they represent, their energy and enthusiasm are contagious. And when we experience that happy employee who wants to make us as happy as they are with their company, we tend to spend happily.

We often experience those hormonal rushes that make us feel like we’re valued, appreciated; that we got a great deal, that we are part of a brand tribe. You know, those dopamine and oxytocin rushes that make us feel infallible and that all is right with the world. And when this happens, we buy. We buy at a higher price than maybe we would have normally, and we buy a larger quantity, or we buy something we really didn’t know we needed.

Replacing fear and anxiety with joy and optimism is really quite simple. We humans tend to respond quickly to even the slightest glimmer of hope, making employee morale an achievement that really doesn’t require a lot of money, time or energy.

Consider these simple but key steps that may lead to powerful outcomes:

Listen

Make employees feel valued by listening to ideas. Few things stifle creativity, enthusiasm and productivity more than having no voice and knowing no one cares to hear your great idea or what you learned from a customer. I remember once being told by a supervisor that I was too full of new ideas and enthusiasm and that it was really not appreciated. Needless to say, I found a new job within a year that really valued and appreciated those new ideas.

Celebrate Failure

When a big idea fails, the company still celebrates. Celebrate that someone had the confidence to speak up, share an idea and try something new. This is brilliant, as innovation is key to all industries’ success; and if you stifle innovation, that one really brilliant idea that could put you at the top of your game, industry and profitability will be silenced. Until perhaps that bright employee leaves your company and shares it with your competitor.

Be Transparent

If your business is experiencing change — slowing down or speeding up, or considering merging or adding new business services — share as much as you can with your employees. Those meetings behind closed doors get noticed and interpreted for better or worse. When people feel they are not being informed of situations or circumstances that could affect them, they become anxious and fearful, and that is when enthusiasm dies. And most employees in customer-facing positions are not skilled actors; and so that lack of trust, enthusiasm, hope and even respect will be transmitted to customers.

Do What You Say (Integrity is Everything)

Don’t promise employees a business update, incentive plan, profit-sharing program and such, and then never bring it up again. Idle promises are noticed and create rifts of trust that can be difficult, if not impossible, to fix.

Conclusion

Not only does morale matter for better engagement with customers and contagious enthusiasm that can drive more sales and loyalty, it has some pretty serious fallout, as well. When employees leave, they often leave for competitors, and take not only their enthusiasm with them, but quite often your business plans and ideas, and knowledge of weaknesses that can be exploited.

Regardless of your role in the company, build a marketing plan for employees. Map out a customer experience that will create enthusiasm, hope and loyalty for your brand. This employee marketing and engagement plan is more important than your customer engagement plan, as no great marketing promises can compensate for a lackluster shopping experience. Without putting employees first, your outside marketing programs could result in one step forward and two steps back.

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