Source: Employees as Brand Ambassadors [Logical String]
Brand is like an iceberg – 10% of it is visible externally and 90% hidden. And these 90% determine how the 10% is perceived. The 90% is all about people, processes, policies, organization, etc.
During the course of interaction with a brand, a consumer has several moments of truth – those vital moments that give insights about the hidden 90% of the brand iceberg. More often than not, the moments of truth are encountered by interacting with employees of the organization for one thing or the other. And this is one reason why employees