Internal Marketing

1
Chapter 10

• Internal Marketing

2
Internal Marketing

• Employees are part of the product
• Marketers must develop techniques and procedures
  to ensure that employees are able and willing to
  deliver quality service
• Aimed at the firms employees
• Employee satisfaction and customer satisfaction
  are related

3
Establishment of a Service Culture

• Policies, procedures, reward systems and actions
• An organizational culture is a pattern of shared
  values and beliefs that gives members of an
  organization meaning, providing them with the
  rules of the organization.
• Turning the organizational chart upside down

4
Human Resources

• Create positions that attract good employees
• Hire service-oriented employees
• Initial employee training
• Company vision
• Product knowledge
• Uniforms
• Positive Attitude

5
Dissemination of Marketing Information to
Employees

• Customer-contact employees
• Front management communication with employees
• Expected behavior
• Printed publications
• Technology and training
• Information to employees regarding new products,
  product changes, marketing campaigns, and changes
  in the service delivery process

6
Implementation of Reward and Recognition Systems

• Feedback on employee performance
• Techniques and procedures
• Catch the employees serving the customer and
  reward them

7
Nonroutine Transactions

• A transaction that is unique and usually
  experienced for the first time by employees
• Teach employees to handle nonroutine transactions
• The right attitude, knowledge, communication
  skills and authority
• Employee empowerment