Do your employees understand your business strategy?

Could your customer-facing employees people summarize your company's short, medium and long term plans, if asked? Could your managers do it?

Would all of your individual team members, and their managers, be able to summarise your company's 'direction of travel' in a coherent and consistent way? Would they be able to pick up the key words and phrases that capture the direction of your plans, as well as the essence of your aims and values?

Multiple surveys suggest that customer facing employees (like sales teams, customer service teams, etc) who have visibility of their companies plans and who understand and can clearly articulate those plans, tend to produce much better results and are more capable of keeping your customers happy / motivated .

In fact, those same companies also reported better results in:

· Sales / customer service

· Employee engagement surveys

· Reducing staff turnover

So, the need to produce a clearly communicated and easily understood strategy - including not just what the business wants to achieve but how you plan to do it (without any of the more confidential detail. of course)- is important ....if you want a motivated, engaged and high performing group of employees.

So, how do you communicate a clear and easily digestible summary of the company's business plans, which not only clearly defines your overall business objective, but also maps out how you hope to achieve it?

To start with, a well communicated strategy must begin by covering what exactly the business is trying to achieve. This could include a definition of the overall corporate objective, with a breakdown of the individual goals within that objective. This should be followed by a definition of the scope of the strategy (i.e. the context and boundaries in which it falls).

When addressing how the organisation plans to reach this objective and its component goals, reference needs to be made to your value proposition and what you plan to offer your customers, over a defined period of time, that will ensure you will succeed.

Value Propositions should always focus on where your business has something unique, different or better to offer, than your competitors and which adds tangible value to your customer base.

Finally, you need to be very clear about the specific part that your employees play in the achievement of your business goals…and the value they have to the business.

Following a format like this -should certainly help ensure a much better understanding and ‘buy in’ from the ground up, within your organisation.

The net result should be a more engaged, motivated and performance-driven team…something all businesses should strive for.

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