Many organisations are not in a position to deliver their brand experience because of insufficient internal marketing, according to a study commissioned by internal communications agency Intercommunic 8.
The agency warns that failure to address the problem will put companies at a competitive disadvantage.
“This is a business-critical area that too many organisations are not getting right and they will soon be found out,” says Intercommunic 8 director David Silver. “As we move further into a service economy, delivering the brand experience is vital. There is a gap between what is promised and what is delivered internally, and therefore externally.”
According to the survey, 37 per cent of respondents feel that the communication they receive is inadequate in helping them to understand what their organisation’s values and brand mean. This “yawning gap” between what is promised and what is delivered has a direct effect on customers’ relationship with that brand.
The retail sector performs most strongly in terms of recognising the value of communication and using it to improve company performance. Silver believes that this is due to the retail management structure, which is more familiar with communicating to a diverse workforce.
Corporate social responsibility was another area where employees felt dissatisfaction, with 44 per cent doubting the intentions of their organisation when it comes to support for the environment or local community.
Intercommunic 8 questioned more than 1,000 people, with a split of 60 per cent private sector and 40 per cent public sector, with managers representing 48 per cent.