Wednesday, May 23

The shopping experience inside the company: the emotional salary

Versión en español, pulse aquí

When we talk about neuromarketing we think of the relationship between customer and company. But the truth is that it also has application within the organization itself, in what is often called internal customers.

Without entering into controversy over definitions of this term, I usually say that all members of the company are internal customers of other members who, in turn, so are others. That is, each and every one of that make a company are.

In my last post, I introduced the term: Shopping Experience, as the experience (positive or not) that a customer experiences with the company you purchase products or services, through all sales channels. This practice serves to distinguish one from another supplier and, therefore, to loyalty (if positive).

Well, this experience is not only between client-company. Also occurs between internal customers within the organization.

The Shopping Experience evokes the buyer values, which are those of the organization brand. If they already live among members of the corporation, will be much easier to let them reach customers.

I said that the shopping experience helped retain consumers, creating an emotional connection between them, but what the internal customer?, Do you also loyalty, is it necessary that loyalty?.

Yes is the answer to all three questions. We live a hard time doing that companies can not use the same tool they used years ago to loyalty employees. I'm talking about salary. Just four or five years, we saw how, given the scarcity of candidates, companies start offering high salaries for other employees and, in turn, try to remain in their own as long as possible.

Today there is no budget to maintain this practice but also know that just as the price is not a good tool for sales loyalty, neither is the salary for employees.

There is always someone who will sell cheaper than you. Someone will offer you the person you do not want to leave, rather than what you can offer. So what to do to loyalty employees?.

So we do to retain customers. If the Buying Experience helps create an emotional bond that is responsible for the loyalty, the emotional bond between employer-employee is also a powerful tool to help maintain this.

This is what some are calling "emotional salary". This is just the set of relationships and experiences that each member of the organization has with the rest. There will always be another company that can offer more money to an employee, but what he lives within the same with his companions, with the team, with its connection with the project, with the values of the brand with customers, is unique and unique (for better or for worse, in this case).

The Shopping Experience, start to live within the organization not only come faster to the customer, but will loyalty the members of this with the company.

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