Inspire customers with employer branding: the employee counts!

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Focus on customer enthusiasm - that's what most people write Company on their imaginary flags. But very few consider that it takes a lot of time and attention. Not only for the customers, but primarily for the employees!

Inspire customers with employer branding: the employee counts!

Here writes for you:


Maja Maja Schneider SchneiderMaja Schneider is an expert in customer enthusiasm.


Enthusiastic employees, satisfied customers

Employees who love their job and therefore make customers happy are an ideal combination and the guarantee of success for service-minded people Company .

However, the wishes and expectations of both sides can be very different. This is exactly where the daily challenge in dealing with one another lies.

Bad day?

Or just an awkward hour? Neither one nor the other can be afforded by providers today. The restaurant, which is top in all reviews, but of all places where you serve the food lukewarm and unfriendly. The hairdresser who is highly praised by all friends, but who of all people screwed up the cut with you.

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In the above cases, would you tolerate a bad day or a bad hour? Certainly not. After all, we pay to get the best possible service! And not only in terms of the product or service itself, but also in terms of personal service. We expect that we will be looked after as a customer or guest.

Lived culture of enthusiasm

Whether a customer comes to the optician's branch, the fashion store or the hotel - wherever they go, they first expect to be noticed at all. Good hotels, for example, are representative of a culture of enthusiasm that sweetens every guest's stay and thus strengthens loyalty:

Let's just take an imaginary look into the scene:“A guest is just entering the hotel foyer. At the reception, an employee who obviously does his job with the greatest of conviction. Although he is on the phone, he immediately makes eye contact with the arriving guest, paying him his attention and indicating with a friendly nod and a gesture towards the waiting area that he will be there for him soon. After ending the phone call in a friendly manner, he greets the guest warmly. He offers them a refreshment and makes the annoying filling out of the registration as pleasant as possible. Obviously enthusiastic about “his” hotel, the employee explains the usual service options to the guest: from cleaning service to wellness treatments to evening visits to the restaurant - combined with the suggestion to book something for him right away. If we continue to accompany the guest, we realize that every employee in all areas of the hotel is eager to make the guests' stay as pleasant as possible. A personal approach and the skillful fulfillment of individual wishes is a matter of course. Accordingly, guests feel completely at ease and in the best of hands.

Change of scene any business - somewhere in Germany: “A customer enters the shop of his choice almost unnoticed. Two good-humored employees are engrossed in a conversation and hardly take any notice of it. When the customer briefly caught the attention of a seller, his question about a product was answered with a reference to the manufacturer's website. On the other hand, the seller is highly committed when he tries to offer the additional sales that have been ordered. He boldly hands the specially created flyer to the interested party with the comment: Here you will find all the important information! Convinced and very satisfied with the support in their decision-making, the customer leaves the shop to march straight to the competitor - or order online. The seller is happy to finally be able to turn to his administrative tasks. After all, it will be over soon. "

When the customer experience turns into a disaster

As this example shows, the acclaimed customer experience can quickly turn into disaster. In many companies there is still a completely encrusted way of thinking: Service orientation is "nice to have" - ​​the product is much more decisive! At least some employees at the point of sale represent the long outdated and antiquated thesis that only quality counts in direct customer contact.

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Admittedly, it's often just the little things that make the difference between success and a customer who leaves the house unsatisfied. But whether it is the lack of ambience or the poor quality, disruptive processes or incompetent employees - if such problems are not recognized and eliminated from the world, they quickly make the rounds. Social media is merciless and more and more customers are willing to share especially bad experiences comprehensively.

The underrated emotional component

For many companies, customer satisfaction is a nice word on their own homepage. And that employees are valued and promoted is part of every HR profile. But how much of it is actually lived in everyday life? How many of these promises come true? Anyone who does not manage to put on the customer glasses again and again as a company will quickly find that standards are only half the story. Rattled down by the employees, these are well-intentioned, but in no way purposeful.

If the most pleasant statements “Have a nice day”, “What can I do for you?” Etc. are not lived honestly, they are superfluous. One thing is certain, the HOW is more important than the WHAT! The emotional component is high. Is the service not good, usually better than when customers experience a company, product or service as inspiring and tell their family or friends about it?

Allow sufficient space for the concept of service

Yes, sometimes customers are satisfied and enthusiastic, sometimes not - by the way, that doesn't always have something to do with the service level of the company. So both occur and providers have to reckon with both. And even if it is very difficult - if not impossible - as a company to always have 100% enthusiastic customers, companies always have an influence on it.

You can positively reinforce the whole thing by giving enough space to the service concept, creating a culture of enthusiasm, but above all investing in time and attention - both with employees and with customers.

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