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Reading 17- Internal marketing (benefits of IM (provides a focus for…
Reading 17- Internal marketing
benefits of IM
provides a focus for staffs diverse roles and activities
supports relationship building with customers
It helps promote a coherent brand identity
enables staff to give feedback, and give ideas to improve customer orientation. Valuable sources of info about customers and competitors.
role plus impact
moments of truth
describe points at which customer perceive and evaluate service quality.
small changes to services can lead to
virtuous cycle
vicious cycle
positive/negative perception
integration of business functions and marketing
Internal marketing communication
4 levels of internal communication
Internal team peer communication
discussion of team tasks
internal project peer
project goals
line management
daily activity management
internal corporate
building employee engagement
diagram represent employee commitment to firm
Critical service interactions
specific, self contained customer service memorable for being satisfying or dissatisfying from customers view
unfair customers
types
rule breakers
rule makers
blamers
opportunists
verbal abusers
returnaholics
ways to deal with these
deal fairly but firmly
managers intervene
plan in advance
training
use explanations as a communication strategy
terminate relationship
types of employees
brand cynics
not convinced by brand concept
brand saboteurs
work against the brand
brand agnostics
interested but not commited
brand champions
enthuse collegues and consumers
welch and Jackson