Excellent comment Tarushi. You got it.

I always think when someone in a shop greets you with a smile – it’s going to be a good CX!

Happy staff =happy customers = happy shareholders.

Creating this alignment requires investing in internal marketing and communication efforts. By fostering a sense of belonging and motivation among the staff, the brand can empower its employees to represent the brand passionately and consistently. When employees truly believe in the brand and its offerings, they naturally become advocates for the company, leading to organic word-of-mouth promotion and positive customer experiences.

The example of the staff member creating a product demonstration video, even going to the extent of eating his dinner off the cleaned subway floor, exemplifies the power of passionate staff engagement. While such actions may seem extreme, they underscore the dedication of an employee who fully believes in the brand’s product and its ability to deliver on its promises.

When staff integration is done right, employees become the brand’s most potent communication tool. Their genuine enthusiasm and belief in the brand can resonate with customers far more effectively than traditional advertising or marketing campaigns. Customers are more likely to trust and connect with a brand when they see real people who are enthusiastic about what they offer.