Elizabeth Cogswell Baskin

Does your CEO talk to the people delivering your brand promise?

Who creates the customer experience? The employees working in retail stores, hotels, restaurants, and call centers, of course. The frontline employees represent the face of your brand and they’re the ones who deliver on the brand promise — or not.

If you can engage the frontline as ambassadors, you’ve got some real fire power. Cascading communications through people managers works well for some topics, but it often takes top management to inspire them, to lead them to a place where they truly feel ownership of delivering your brand promise.

Frontline employees want to learn the soul of the company from their executive management. In one of Tribe’s national studies,  58 percent of frontline employees indicated that they’d like direct communication from top management about the company’s vision and values. And when they don’t hear from their leadership team, they often make the assumption that it’s because the top executives don’t respect them or their contributions to the success of the company.

How often does your CEO communicate directly to the frontline folks? That communication doesn’t necessarily mean an in-person plant visit or retail store appearance. It could be a streaming town hall, a leadership video, an interview in an employee magazine, or a CEO Corner on a mobile-friendly intranet. It could even be digital signage or a letter mailed home or a podcast. The important thing is that some culturally relevant communication comes straight from the top to the people doing the real work of the company.

Reaching the frontline is not as easy as reaching their colleagues sitting in cubes. But there are numerous ways to make it happen, if your company is willing to invest the effort and budget.

What it takes to build non-desk communication channels is a drop in the bucket compared to your company’s ad budget. You can spend a zillion dollars on brand awareness, but the customer experience comes down to that fast-food worker at the drive-thru window. It seems reasonable to invest some time and money in communication channels for that frontline audience, in order for them to fulfill the customer expectations you create with your brand promise.

Interested in helping your CEO create brand ambassadors of the frontline employees? Tribe can help.