by Sean McCoy (@TheRealMcCoyTRM) I wonder how many departing employees are asked about how they felt about their workspace during their exit interview?I know what many of their answers would have been.
[pullquote]Yes, more and more organisations – particularly those in retail and hospitality – are realising they need an all-encompassing sensory package to entice, engage and satisfy the customer, but who is thinking about whether that space brings out the best in their most important brand activators – their staff? Fortunes are spent on creating spaces that deliver on the brand promise and meet customers’ expectations – but what about the expectations of the internal audience?[/pullquote]
If people don’t feel good about their working space, it shows. It shows in their outputs and it shows in their attitude. And eventually, they’ll either be shown the door or they’ll find their own way out. Ultimately, mediocre working environments will show on the bottom line.
Whether formal or informal, retail or commercial, hospitality or industrial, workplaces can be very effective marketing tools, communicating powerful branding messages to all stakeholders – employees included.
But many organisations tend to focus their workplace designs outward bound. Their only concern is the customer and how they will respond to the brand environment. Yes, more and more organisations – particularly those in retail and hospitality – are realising they need an all-encompassing sensory package to entice, engage and satisfy the customer, but who is thinking about whether that space brings out the best in their most important brand activators – their staff? Fortunes are spent on creating spaces that deliver on the brand promise and meet customers’ expectations – but what about the expectations of the internal audience?
Even if you’re not a Nedbank customer, do yourself a favour and spend a few minutes in one of their branches. The spaces are not only efficient touchpoints for delivering on expectations and building client relationships, but every aspect of their new retail design is underpinned by the bank’s commitment to environmental sustainability – including construction materials, mechanical and electrical services, recycling and maintenance, even staff working hours. And the green love is everywhere – especially from the people working there.
Would you expect floral wingbacks with embroidered cushions in an Apple store? How does heavy metal with your candlelit dinner grab you? Customers soon lose their appetites when they see dirty tables at a restaurant and they’re quick to put away their chequebooks when the checkout process is complicated or slow. A poor environment quickly undoes any of the hard work put into building up a customer’s brand expectations –whereas great space is a motivator and an enabler for good service.
But there’s a flipside. It’s hard to be great in a poor space. If your environment is great but it’s inhabited by underperforming staff whose behaviour is at odds with your brand promise –customer betrayal and consequent loss of business will inevitably follow. And as I wrote in my previous column, when staff aren’t engaged with the brand values, they won’t deliver on the brand promise and customers’ expectations won’t be met.
The work environment as a manifestation of the brand is only as effective as the people who work there allow it to be. So if you’re wondering why you’ve spent a whole lot of money on redesigning your retail space but there’s been no upside…you should take a close look at what’s going on with your staff.
For more columns by Sean go here
– Dr Sean McCoy, MD and founding member of HKLM, is a prominent figure in the branding arena with his expertise centered on client service, brand strategy and business development. Sean has been chairperson for the Brand Council of South Africa since last year.
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