Michelle M. Smith presented at a conference on the importance of employees to a company's brand and market value. She noted that 85% of market value comes from intangible assets like reputation and human capital. Employees directly impact brand perception, with 70% determined by customer experiences with employees. Loyal customers are 41% more likely due to good employee attitudes. Engaged internal employees can increase customer value by 3-6 times. Developing strong relationships between employees, customers, and the company can double performance results. Next steps include improving employee engagement, aligning internal and external branding, and helping managers develop skills to better satisfy customers and retain talent.

1. Michelle M. Smith, CPIM, CRP
@michelleMsmith9
Your Employees
ARE Your
Brand!
A Customer Service Secret:
Stand # 506

2. 85% of a company’s market value
is now intangible assets…. knowledge,
reputation and human talent
Employees = Market Value

3. 68% leave because of employees’ poor attitudes
41% are loyal because of employees’ good attitudes
70% of brand perception is determined
by experiences with employees
Harris Interactive
What Impacts Customer Loyalty?

4. Employee is right;
the customer is why
Promise makers
& promise keepers
Recognition = cost-
effective marketing
Align Internal & External Branding

5. Value of Engaged Customers
23% – 70% – 240%
Internal Branding 3x–6x

6. Employees Become the Brand

7. …. and Build Loyalty

8. Employees who had a
strong relationship
with the company
AND
a strong relationship
with the customer
DOUBLED their
performance results
Relationships Have Real Value in Business

9. Driver 1: Fast and efficient check-in
Driver 2: Tries to satisfy customer
Driver 3: Options and amenities
Driver 4: Strives for precision
Customer Value Driver Assessment

10. 10% increase
in Tries to Satisfy:
22.7% higher customer
spend over three years
+20.3% spend per visit
Loyalty Drivers Can Be Identified

11. • Only 1 in 5 employees know
their job expectations
– 25% are extremely unclear
• 1 of 3 employees feel miscast
• 10% get feedback; half get none
• Half do not feel cared for
– Complimented = 1% disengagement
– Criticised = 22% disengagement
– Ignored = 40% disengagement
• 82% wrong; 20% “dangerously lousy”
Managers Play a Key Role

12. 9. Millennials
• 50% of the global workforce by 2020; 75% by 2030
• Half would rather have no job vs. one they don’t like
• Are 5x more likely to quit a poor manager
• Focus on relationships & boss
• Value authenticity & ethics
Millennials
PEW Research & Northwestern University

13. • Improve employee
engagement with a
recognition programme
• Align promise makers
& promise keepers
• Help managers improve
• Visit Stand #506 for ideas!
Next Steps

14. Please leave your
business card for
the FORUM at
Northwestern
University
research
reports
Free Gifts for You!

15. Further questions can be addressed to:
Michelle.Smith@OCTanner.com
Thank You!
@michelleMsmith9
Stand # 506

16. A world-renowned international speaker, author, and consultant, Michelle
is a trusted advisor to many of the world’s most successful companies and
government organisations. A highly accomplished industry leader, she is a
respected authority on leadership and employee engagement, and has
published and presented more than 800 articles and lectures.
A passionate thought leader, Michelle was named one of the “Ten Best and
Brightest Women in the Incentive Industry.” She is President Emeritus of the
Incentive Marketing Association, Past President of the FORUM for People
Performance at Northwestern University, Vice President of Research for the
Business Marketing Association, among many other prestigious board
positions past and present.
“Michelle intuitively understands the importance of unlocking an
employee’s hidden potential, and how to leverage performance
development initiatives for maximum return on investment.”
Michelle M. Smith, CPIM,CRP