National Customer Service Week, Employee Engagement
Lynda Thwaite
|09 October 2025
In the world of brand and communications, we often focus on external perception, how our customers see us, what they say about us, and how we can shape that narrative.
But the most powerful brand ambassadors aren’t in our marketing campaigns or social media feeds, they’re sitting at desks, on calls, and in front of customers every day. They’re our employees. And when they’re happy, engaged, and empowered, the ripple effect on customer satisfaction is profound.
In a Communications role I am positioned to bridge the internal and external. It is clear to me that brand isn’t merely what we say, it’s what we do, and how we make people feel. That starts from within an organisation and flows out.
Every customer interaction is a reflection of your internal culture. If your employees feel respected, heard, and valued, that energy translates into how they treat customers. A cheerful voice on the phone, a thoughtful email, or a proactive solution to a problem, these are all expressions of employee engagement.
Internal communications play a pivotal role here. When we communicate with clarity, consistency, and authenticity, we build trust. When we celebrate wins, share stories of impact, and give employees a voice, we foster pride. And when employees are proud of where they work, they organically become advocates for the brand. Culture isn’t a poster on the wall – although I do spend a fair amount of time planning those - it’s the lived experience of your people. And that experience shapes how people show up for customers. Put simply, a values driven culture creates a service mindset.
Supporting our People to Serve
At Carpenters Group we invest in our people. Ensuring they have training and development opportunities, employee networks, social events, feedback loops, engagement campaigns like our recent step up challenge and ways to connect virtually and in real life. This can all seem adjacent to customer service, but it is in fact directly linked to the quality of service we deliver.
Every role in the business can influence customers service by varying degrees of separation. It is a virtuous circle if you like; happy employees lead to happy customers and happy customers make our employees happy.
This National Customer Service Week it has been nice to take a moment and revisit all the times that our people have excelled and all the ways in which engagement efforts have supported them to do so - we all have a role to play.
