8 Reasons Why HR is Key in Marketing and Business Profitability
Human Resources management has gained significant importance in the realm of the new marketing, playing a pivotal role in creating a positive customer experience. While there’s much talk about the need for happy and committed employees to deliver excellent service, this focus often remains confined to the sales and customer service departments. What about the rest of the company? Many employees in areas such as collections, logistics, operations, and administration have direct or indirect contact with customers, influencing their relationship with the company and, consequently, the corporate image.
Quality is no longer a competitive differentiator; it’s a basic requirement related to price. Consumers demand a pleasant experience with every employee of the company. Who better than HR to help Marketing convey this need, as well as to train and motivate employees to achieve customer satisfaction? Enhance your marketing efforts by providing a positive experience for your employees.
A sound marketing strategy with CXM includes guidelines for every sector of the company. Poor customer service in collections, late deliveries, or inaccurately prepared invoices can lead to customer dissatisfaction. This is especially perilous in today’s market, where choices are abundant, and it’s easy for consumers to switch to another provider. Furthermore, negative experiences are shared more widely than positive ones, thanks to the internet.
Unlocking Success in Healthcare Marketing
Where can HR add value to the marketing strategy?
- Selecting personnel with the necessary qualities for customer interaction.
- Training employees to provide more value in customer relationships.
- Creating a pleasant and inspiring work environment.
- Promoting respectful treatment of employees, as we want them to treat customers.
- Auditing interactions between employees from different departments to ensure there are no issues that could harm the external image.
- Maintaining high morale to prevent internal conflicts from spilling over to the public.
- Employee retention: Staff turnover not only incurs recruitment and training costs but also requires rebuilding relationships with customers.
- Building a customer-oriented culture throughout the organization, where excellent customer service is a point of personal pride.
All of this is possible with a robust, comprehensive relational marketing strategy, supported by top management and aligned with all relevant departments.
A Compelling Example of Competitive Human Resources
Dedicated Personnel in a Private Ambulance Company
Acudir Emergencias Médicas built much of its competitive advantage on its human resources. This private ambulance company, from the outset, aimed to provide high-quality service. They implemented a strict personnel selection process and a comprehensive training plan. They also equipped their medical teams with modern vehicles and instruments for emergency medical care.
We provided consultancy and guidance in implementing distinctive marketing strategies and defining customer service standards. Leveraging the strong relationship between management and staff, we focused on enhancing the human aspect in patient care and support. This added an extra dimension to the service, complementing speed and professional quality, thus creating a competitive edge.
Once the company’s identity was established, we defined communication strategies and graphics that aligned with it, enabling the development of a corporate image that set it apart from the competition.
Conclusion
Today, a company’s image is no longer solely the responsibility of the sales department. Human resources management has a significant role in this task and a tremendous opportunity to stand out and grow within the organization.
For HR to contribute value to the customer, it requires a competent analysis of consumer behavior, the company’s capabilities, and the relationship between the two. This can be achieved by working closely with the marketing department or external advisors.
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