Why Good Internal Communication Is Key to Your Competitiveness

Courtney Gray

You want to be better than your competitors. And be your customers’ first choice. 

But what is the middle path to these goals?   


If you ask us, you don’t reduce costs, invest in new, advanced technology or equipment, or boost your marketing activities. No, instead you focus on your internal communication.   

You think that we sound crazy, right?   


We promise you that we’re not - and here are 4 reasons why.  




Good customer service gives you a competitive advantage - that’s a no-brainer. However, it might be breaking news for many companies that it is more profitable to focus on existing customers than to acquire new ones.  


Studies show that repeat customers tend to put more money into your business over time and to recommend you. Therefore, the magical formula to offering good customer service is offering consistent, sky-high customer service. 


To make you (more) known for consistent customer service, you should focus on both 1) structured onboarding, 2) ongoing training, and 3) a digital space where all your employees can access the same information, whenever and where they like. And you can score that competitive hattrick with the help of a communication platform. 




Knowledge is like gold to your business: It increases in value over time. Furthermore, it is a business asset that your competitors can never copy. For these reasons, it is important that your knowledge is accessible, searchable, and shared - e.g., at a social wall in a communication platform 


It is our experience that the social wall often becomes a forum for simple knowledge sharing that makes a big - and profitable - difference. 


Your employees can share their knowledge amongst their coworkers, revealing best practices, interesting service or product knowledge, or just more informal social events.


When your employees can share personal tips and experiences, their colleagues can deliver more customer service from the heart - and make your business more likeable. With this strength, you win your customers’ trust and place yourself many steps ahead of your competitors since trust paves the way for strong customer relations.




Studies conclude that the value of social belonging at work can increase job performance by 56 %, reduce turnover risk by 50 %, and make sick days drop by 75 %. 

In other words: A sense of belongingness has a great impact on your competitive advantage. 


However, it can be challenging to create with a staff that is mostly made of non-desk workers. They don’t work side by side in an office from 8.00 AM to 4.00 PM every day but are typical ‘in the field’ with the customers, on the run most of the day, and work in shifts. 


This means that your employees don’t see much of their colleagues during the day. 


To ensure that your employees are engaged and feel collegial closeness, it is inevitable that you create an informal space where they can meet in a way as if they were sitting together at the lunch table or small talking by the coffee machine. In this case, a social wall is once again a miracle maker.   


It’s just as involving, active, and fun to use as social media since it has posting, picture, and comment features, like buttons, and emojis.


Insights: See how Elis managed to create a community feeling across departments with their communication platform.    




Your employees don’t build up high-class knowledge from one day. It takes time. To add as much value to your business and build up a competitive advantage that makes your competitors nervous, you want to keep your employees for as long as possible to avoid losing unique knowledge.  


In this case, your onboarding is essential: 69 % of employees tend to stay with a company for at least three years if they’ve had a satisfying onboarding experience.   


However, it can be challenging to wow new hires with introductions, information overload, and learning. 


Or is it? 


If you combine your onboarding with gamification, you make the process more valuable, fun, and memorable for your new employee. And therefore, you also make your onboarding rhyme with ‘win-win’.