Internal marketing - benefits of an organisation marketing internally to its employees
Definition
markeing conducted within an organisation to encourage stadd's identification with the brand & improve customers oriented behaviour in respresenting & communicating brand externally to customers
Benifts
Helps to promote coherent brand identity
Provides a focus for staff's diverse organisational roles & activities
Supports relationship building with customers
enables staff to feed back info to organisation & contribute ideas to improve customer-orientation
moment of truth
customers perceive & evaluate quality of service provided during interaction with organisation
Face-to-face interactions
Technology-enabled services
Types of unfair customer
Verbal abusers
Blamers
Rule breakers
Rule makers
Opportunists
Returnaholics
Ways to deal with unfair customers
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Types of employees
Brand chapions
Brand agnostics
Brand cynics
Brand saboteurs