How so?
Employees do not become brand ambassadors overnight. It requires, certainly in some organizations, a cultural shift. Of course, this is a bit easier for an organization with 10 employees than when there are 1,000 colleagues on the payroll. Nevertheless, these tips and points of attention apply to organizations of all sizes:
1. Make the entire team a brand ambassador
A separate function as brand ambassador can seem quite forced and unbelievable. Millennials in particular need authenticity. That doesn't rhyme with the slick PR talk that people sell, because their job description prescribes it. Moreover, all the work is done by 1, at most 2 people.
The best thing is to make the entire team a brand ambassador. Every employee can have a positive influence on the brand and customer experience through an open attitude. And that both online and offline. So include everyone in your plan: from the counter clerk to the CEO.
Nothing is as deadly to brand experience as a forced approach, especially when it comes to social media. Don't force someone to post 5 posts on LinkedIn, or to tweet every day about how great the kuwait whatsapp number company is. That only creates frustration and does not benefit the credibility of the enthusiasm and customer contact.
Instead, make sure everyone knows what the social rules are: how do you respond on behalf of the company on social media? Can it be done with a joke, or is the tone serious? Do you use the 'you' or 'you' form of address? Give every employee good training in customer contact, manners and social media use. That will yield the best results.
And just as important: make sure that every employee understands what the company actually does. That sounds very logical, but certainly in tech companies, for example, only the product managers and account managers really know their own products and services well.
3. Pay extra attention to the 'last meters'
Crucial are the moments when the company actually has human contact with the organization. Take delivery for example. It can be tempting to outsource this to external carriers, couriers or postal companies. A missed opportunity: employees of such service companies do not do their work with your branding, your vision and your manners.