• Brandweek, Monday, March 15, 2010 10:52 AM

Marketers are increasingly using their employees to "humanize" their endeavors, Noreen O'Leary reports -- yet another indication of the growing importance of customer service in the marketing mix.

Zappos and Lowe's have both recently launched campaigns featuring employees, or actors playing them, as have Southwest Airlines, Ford, Domino's, Bank of America, General Electric, Exxon Mobile and Verizon over the last year or so.

The campaigns are also a big morale booster, according to multiple sources. A campaign featuring Domino's franchisee and employees not only tested well with consumers, according to the company's evp/CMO Russell Weiner, it has also been "great 'invertising.'"

"Our franchisees and employees loved seeing themselves," Weiner says. "It was compelling to consumers and motivating to our staffers."

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