We love customers. And you should too. But placing customers at the very top of the business audience hierarchy may be a flawed model. Here’s why.

According to Gallup, "fully engaged customers represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over average customers."

To fully engage customers, organizations need fully engaged employees. Employee engagement requires that each employee understands the importance of his/her role as it relates to the company's mission, purpose and brand -- and is empowered to act accordingly. Employee engagement requires strategic thinking and thoughtful, planned employee communications that go far beyond just communicating benefits once a year. It also requires the support and commitment of senior leadership.

Consider These Facts

• Employees bring in the customers who drive the markets that drive the economy. In fact, employees create everything of value in a business – sales, profits, brands and shareholder value
• It’s employees who are ultimately charged with caring for customers so they stay satisfied and company profits continue to flow
• The pinnacle of best practice in customer care says: always treat your employees exactly as you want them to treat your best customers
• The negative effect of losing one key employee to the competition is far more damaging than losing one loyal customer. The impact is often lasting and exponential
• It costs less to retain a current employee who knows how to keep customers, than to acquire a new employee who might not be as effective
• To keep customers happy, it’s employee policy that says: "The customer is always right!"
• Therefore: IT'S THE EMPLOYEE WHO RULES!

Effective employee communications can improve your bottom line. If that interests you, let's have a talk.