A report, Why Marketers Should Care About The Health Of Their Internal Culture, from The Forum: Business Results Through People looks at how a company’s own employees can provide it with a competitive advantage.
The Forum’s report is a first in a series from the organization designed for marketing executives. Its research focuses on employees within a company that have no face-to-face interaction with customers. Its author, Dr. James Oakley of Purdue University, says: “This is a particularly intriguing angle given the rise of service and internet-based organizations where in-person interaction is limited or even non-existent. These channels are often the most difficult for marketers to successfully navigate.”
Research has shown a direct link between employee and customer satisfaction, and between customer satisfaction and financial performance. The Forum’s study also shows that satisfied employees’ attitudes lead to satisfied customers as happy employees serve as a company’s brand ambassadors. These findings suggest businesses would be well served by employee engagement programs, involving employees in external marketing initiatives and promoting a strong, cooperative internal culture.
To read the entire research summary, click here.