Why Leading Retailers and Service Industries Invest in Company Communications

The Key to Productivity is in the Hands of Your Employees

When you are in the business of retail or service, customer experience is critical. Store clerks, waitresses, doormen at hotels - all of these team members are responsible for providing a positive experience on behalf of your organization. When customers walk into your establishment, they look to these individuals as a representative of your company. They become an extension of your brand and hold the keys to repeat business. You can implement all the standard training and management you want, but at the end of the day, you’re relying on their own drive to carry out the sale of a dress or provide a high quality dining experience.

Connectivity and mobile-supported communication technology matters. In a world where social media fodder can make or break your business, it’s time to leverage employees to advocate on your behalf. According to a Towers Watson study, companies with highly effective communication practices enjoy 47 percent higher total returns to shareholders compared with firms that are least effective at communicating. If you want to create a better communication infrastructure for your business, and create a more profitable business, explore what Dynamic Signal can offer your organizations.

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The challenge is that some employees at this level may have little connection to the company. They simply clock in and clock out, with no regard to where the business is going, what new information is worth sharing, and how they can be better at their jobs. Today employees don’t visit a break room to read the bulletin board - so there’s little opportunity to connect with them, which can result in a lowered sense of connection and loyalty. Communication teams like to refer to this as “employee engagement,” but at its core - it’s productivity and output. A disconnected employee can slow growth, damage culture, and cost you money. And if you add up all the employees in your organization, the result of under-performing employees can be catastrophic.

In Forbes, leadership consultants David Sturt and Todd Nordstrom stated, “Productivity in today’s business world means something new. It’s not focused on just zero-defect proficiency. It’s not focused on just perfectly managed minutes of the day. Productivity in today’s world must focus on adaptation, innovation and forward progress.”

Department store giant, Sears, shared that a five-point improvement in employee attitude results in a 1.3 percent increase in customer satisfaction, which then drives an 0.5 percent increase in company revenue. If restaurants and retail organizations want to increase productivity and maximize profits, they have to get to the core of how to motivate their workforce. And it all starts with your company communications.

Communication managers are often in the center of chaos. Their mission involves cross-departmental participation, and they are measured on things that extend far beyond their own unit. With this group managing both internal and external campaigns, they are keenly aware of how internal relations impacts external growth.

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