Think of your own encounters as a customer dealing with less than knowledgeable employees. You've seen an impressive ad for a new paint store. They advertise what sets them apart: local ownership, expertise, personal service and 10% off for a limited time. You head on over, in search of advice on what color to paint your living room. Unlike the ad promised, you arrive to find employees who can tell you nothing about paint, have no idea what specials are running and don’t seem to care. You leave, and tell five more people about your experiences with this particular store.

How different would the scenario have been if a supervisor had given these employees clear customer service expectations and the knowledge to provide outstanding service? At the very least, they should been able to deliver what was promised in the ad.

Even when expectations are set, employees still can’t deliver if they aren’t given the tools they need. That’s where employee communication is critical.

Five Quick Tips:

• With everything you do, ask yourself two questions. Is this something employees need to know to answer customer questions knowledgeably? Is this something, such as a change in procedures, they need to know to do their job well?
• Employees are more content, when they feel they are valued enough to be informed. Of course, content employees mean better service. Also, be honest (unless there is a confidentiality issue) when communicating with employees. They'll see right through “bull” and stop trusting what you tell them.
• If changes in policies, products, procedures or pricing must be made, and you know the decision may not be a popular one with employees or customers, explain the reasons for the changes to staff. Don’t assume they won’t understand or don’t care. Again, give them the tools to respond to potential customer complaints.
• It's important for employees to hear company news from their employer, before they hear it from customers or read it in the newspaper. An all-employee meeting is the best way to get information to everyone at once. A company-wide email is fine for informing quickly and simultaneously, but it is not as effective as a face-to-face meeting, with the chance for discussion. Employee newsletters sent weekly or monthly are better for less urgent information, such as employee recognition or training articles.
• Make sure reference tools are readily available for employees. Create and update a product manual for employee use. Supply Frequently Asked Questions (FAQ) sheets and talking points. Both can address common, everyday questions or specific situations, such as the launch of a new product.

Beyond the Basics

Before you begin advertising your business, take time to figure out how you'll communicate with employees consistently and continuously! Employee communication is the foundation of overall marketing success.