“Customer Day,” celebrated on September 15, is also a time to value employees. Research from the Getulio Vargas Foundation (FGV) and Gallup indicates that internal recognition can reduce turnover by up to 35% and increase profitability by 24%. “There is no external enchantment without internal enchantment. The virtuous cycle of loyalty begins at home,” points out the vice president of the Brazilian Association for Training and Development (ABTD) and executive director of IBEX in Orlando, Alexandre Slivnik.
According to the executive, the employee should be seen as the first customer, as it is they who carry the company’s experience to the end consumer. “If the team is not motivated, valued, and connected to a purpose, it will hardly be able to enchant the external audience.”
Transforming “Customer Day” into an internal celebration is also a strategic opportunity. “Recognizing employees as an essential part of the enchantment journey makes a difference. A simple gesture of thanks, a special breakfast, or personalized messages from leadership already reinforce the feeling of belonging. When the professional realizes they are valued, they become a true brand ambassador,” observes Slivnik.
Culture and Leadership
Research from the Association for Talent Development (ATD) shows that structured training programs can increase team productivity by up to 218%. In the expert’s view, companies that apply structured methodologies, such as the “Magic Strategy,” inspired by excellence in service practices developed by companies like Disney, are able to align purpose, culture, and leadership to create memorable experiences.
For the expert, “Customer Day” should be a milestone to strengthen organizational culture. “The 21st-century manager cannot see the customer only outside the company. The employee is the first link in this chain. Enchanting them is the smartest strategy to ensure sustainable results,” he concludes.
How to Celebrate ‘Customer Day’ Inside and Outside the Company
For Employees (Internal Customers):
- Create a recognition campaign, publicly highlighting positive team attitudes.
- Promote gratitude rituals, such as a special coffee or personalized message from leadership.
- Conduct integration activities that reinforce company values.
- Offer small symbolic gestures, such as personalized kits or thank-you letters.
For External Customers (Day-to-Day):
- Active Listening: listen more than speak and understand what lies behind the demand.
- Anticipating Needs: offer solutions before the customer needs to ask.
- Personalization: remember preferences and treat each interaction as unique.
- Constant Feedback: use customer opinions as a basis for real improvements.
- Enchanting Details: from greeting by name to an unexpected gift.
