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Internal marketing (Lec 6), internal-marketing-12-638, Non-routine…
Internal marketing (Lec 6)
Why internal marketing is an important part of a marketing program
Two- way relationship between customer satisfaction and employee satisfaction (directly proportional to)
Objectives to build internal marketing
To ensure that employees are motivated for customer- oriented and service- minded performance
To retain good employees
To increase customer satisfaction
To increase profitability
Internal Marketing:
Marketing by a service firm to train effectively and motivate its customer- contact employees and all the supporting service people to work as a team to provide customer satisfaction
Internal marketing Process
Development of marketing approach to human resource management
Use a hiring process that identifies and results in hiring service- oriented employees
Provide initial employee training designed to share the company's vision with the employee and supply the employee with product knowledge
Provide continuous employee training program
Create positions that attracts good employees
Employees must be able to maintain a positive attitude.Managing emotional labor helps maintain a good attitude
Uniforms can affect an employee's attitude. Employees should be involved in the selection uniforms
3.Dissemination of marketing information to employees
Employees should hear about promotions and new products from management, not from advertisements meant for external customer
Management at all levels must understand that employees are watching them for cues about expected behaviors
Often, the mos effective way of communication with customer is through customer- contact employees
Hospitality organizations should use printed publications as a part of their internal communication
Hotels can use technology and training to provide employees with product knowledge
Employees should receive information on new products and product changes, marketing campaigns, and changes in the service delivery process
Establish a service culture
A SERVICE CULTURE: is an organizational culture that supports customer service through policies, procedures, reward systems, and actions
TURNING THE ORGANIZATIONAL UPSIDE DOWN: Create an organization that supports those employees who serve the customers
AN ORGANIZATION CULTURE: is a pattern of shared values and beliefs that gives members of an organization meaning, providing them with the rules for behaviors in the organization
Implementation of a reward and recognition program
An internal marketing program includes service standards and methods of measuring how well the organization is meeting these standards
If you wants customer- oriented employees, seek out ways to catch them serving the customer, and reward and recognize them for making effort
Employees must know how they are doing to perform effectively
One benefit of an internal marketing program is provides employees with right attitude, knowledge, communication skills, and authority t o deal with non-routine transactions
A non- routine transactions is a guest transaction that is unique and usually experienced for the first time by the employees
A good internal marketing program should result in employees who can handle non- routine transactions
Management must be willing to give employees the authority to make decisions that will solve guest's problems
Non-routine Transactions
