Die wichtigsten Werbeträger sind die eigenen Mitarbeiter

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Heute hab ich endlich einmal ein Interview mit einem Unternehmensführer gelesen, der offensichtlich seine Mitarbeiter nicht nur für Produktionsmittel hält: Götz Werner, Eigentümer der dm-Kette im Interview mit dem Profil:

profil: Die Leute werden in der Krise allerdings weniger zum dm-Friseur gehen, kein Shampoo kaufen oder auf das Parfum verzichten.

Werner: Unsere Aufgabe ist es dann, dafür zu sorgen, dass die, die trotzdem ein Shampoo kaufen, das bei uns kaufen. Dabei geht es allerdings nicht um Kundenbindung, wie die meisten im Handel glauben. Es geht darum, dass sich der Kunde gern mit uns verbindet.

profil: Wie schaffen Sie diese Verbindung?

Werner: Durch Werbung, durch Sponsoring, durch das Auftreten unserer Mitarbeiter. Das Wichtigste ist die Mund-zu-Mund-Propaganda. Die eigenen Mitarbeiter müssen am Stammtisch gut über das Unternehmen reden. Viele Unternehmensführer unterschätzen, dass die wichtigsten Werbeträger die eigenen Mitarbeiter sind. So, wie wir unsere Mitarbeiter behandeln, behandeln sie dann unsere Kunden.

Quelle: profil 2.5.2009 11:24

Das gleich gilt übrigens für Bewerber. Die reden auch gerne darüber, wie sie von einem Unternehmen behandelt wurden.

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