The report, “Delivering the Brand Promise Influences Consumer Spending,” (http://www.businessresultsthroughpeople.org/
When hotel customers – or customers at any service-related business – are happy with brand value drivers such as employees’ efforts to satisfy, options and amenities, and precision in service, they spend more. The research showed that a 10 percent increase in any one brand value driver translates into a 22 percent increase in customer spending.
The research suggests marketing leaders involve employees in the design of internal and external marketing initiatives, look for opportunities to enhance internal communications, and recognize and reward employee behavior that directly and positively impacts the customer experience. Dr. Mulhern suggests, “Partner with your human resource organization to understand and influence the design of a company-wide employee engagement program. Consider devoting a portion of your marketing budget to specific employee-facing initiatives that link internal and external brand advocacy actions.”
To read the entire research summary, please visit The Forum’s website, http://www.businessresultsthroughpeople.org/
About the Forum: Business Results Through People
The Forum (www.BusinessResultsThroughPeople.org), affiliated with Northwestern University, is an organization for thought leadership advocating the most effective way business leaders create and sustain organizational value is through partnership with people.