​In some categories, a major component of the brand experience comes from human interaction. Brands in these categories need their client-facing employees to deliver a great experience.

If client service is crucial, client-facing vacancies should be filled by applicants who show not only the right skills but also a belief in the brand and its purpose. The benefits of high employee engagement are well documented: they are more loyal and more productive, boosting customer acquisition, satisfaction and retention.

What to learn more? Try asking Virtual Dan White.