Allow every employee to be your part-time marketer – this is how!

Key takeaways:

  • Employees offer diverse insights into operations, aiding marketing and customer experience enhancements.
  • Customer-facing and product/service teams grasp customer needs and product perspectives.
  • Uncertainty about alignment with marketing strategy may deter employee ideas.
  • Implementing a customer journey map clarifies marketing activities for employee contributions.
  • Empowering employees in marketing fosters ownership and yields valuable insights.

Looking for and discovering an untapped potential is among the broader responsibilities of every CEO. One such area is the ability of non-marketing employees to contribute to the company’s marketing strategy. Sounds odd? Maybe, but let us explain.

Every employee (or every set of employees) has a unique work assignment that places the employee in certain situations and exposes him to certain experiences. His role provides him with unparalleled insight and knowledge that comes with doing specific tasks. Every employee has a different view and understanding of your business because he’s participating in its operations in a different way.

And here’s where the potential lies: This unique view of your business allows the employee to notice and realize things nobody else can. Depending on its nature, this knowledge can be utilized to expand or improve aspects of your marketing or customer experience. It mostly applies to employees who deal with customers and employees who are involved in product or service development (naturally, we don’t mention marketing & creative people who work on marketing as their primary responsibility), but some other positions qualify, too.

If you ask them for some ideas to improve the way the company attracts customers or interacts with them, they will certainly have a few ready.

Employees who deal with customers know all the ins and outs of the customer experience. They know the nature of the different target groups along with their problems and expectations, they understand the challenges the customers face, and probably already thought about some ways to address them.

Product (or service) people have thought about your product from all possible perspectives and may be able to come up with a new use case, a target demographic, or a little tweak that will make the product relevant for a bigger audience.

The problem is that they are very often unsure about the improvements they come up with – maybe they already did, and were told that it just doesn’t fit in the big picture. It’s very doubtful the big picture was presented to them afterward to try to find a way to tweak and implement their idea. Or maybe they need to see this big picture first before they come up with their piece of the puzzle that helps to improve it.

But there’s no way for non-marketing employees to understand how marketing and customer experience (the big picture) work, and therefore no meaningful improvements are being suggested.

The logical question then is: How do you allow every employee who’s coming with a unique perspective and an initiative to improve your marketing or customer experience to have all the information and understanding he needs?

You need to have all your marketing activities listed in a way that’s easy to understand. Create a customer journey map. That’s it. That’s the solution. Every employee will be able to take a look and think about how (or whether) his ideas fit in.

Sure, there’s a good chance no groundbreaking ideas will be generated – but it’s not just the ideas you want. You also want the employees to understand the “machine” they’re part of – it can help them to do their job better and make them feel like they’re part of something. Yes, they would have known they were part of something even before that, but now they will understand how the “something” they’re part of actually works.

To sum it up – your marketers can’t cover everything. There’s always this space for improvements that can be only identified by those who are “in the field”. If you want to have access to these ideas, give the field people a chance to properly formulate and present them. Without a customer journey map (or another big-picture tool) it will be very difficult. 

Oh – and don’t forget to properly motivate and reward them.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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