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Internal Marketing Marketing conducted within an organisation (Types of…
Internal Marketing
Marketing conducted within an organisation
The benefits of internal marketing
It provides a focus for staff’s diverse organisational roles and activities
It supports relationship building with customers
It helps to promote a coherent brand identity (Wilson 1997)
It enables staff to feed back information to the organisation and contribute ideas to improve customer-orientation
Critical service interactions
Service failures to be recovered and converted into increased customer service satisfaction (e.g. Hart et al., 1990), known as the ‘service recovery paradox’
Negative incidents may be tolerated but not forgotten by customers and may affect their evaluation of any subsequent customer service failures (Stewart, 1998)
Specific, self-contained customer service
interactions that are memorable for being either particularly satisfying or dissatisfying from the customer’s perspective (Bitner et al., 1990).
Types of employees
Brand champions
Brand agnostics
Ind (2007) posited four types of employees with varying levels of commitment to the brand
Brand cynics
Brand saboteurs
The role and impact of staff
Frontline staff play a key role in face-to-face interactions between customers and brands
Normann (2002) recognised that moments of truth also take place through technology-enabled services, i.e. Automated checking in services at an airport
The relationship between staff and consumers is at the ‘heart of the brand experience' with staff behaviour key to creating value (Ind, 2007, p. 22)
Normann (2002) noted how small changes to improve services or to save costs can lead to a virtuous or vicious circle (Positive or Negative perceptions)
Values are essential to people, as well as brands, as they are important for individuals’ well-being and self-worth, which helps to explain why people are so vital in defining a brand (Ind, 2007)
Unfair customers
Berry and Seiders (2008, p. 29) argue that ‘customers can be not only wrong but also blatantly unjust’
Common Types of unfair customers
Verbal Abusers
Blamers
Rule Breakers
Opportunists
Returnaholics
Staff need appropriate support from management
Dealing with unfair customers
Dealing 'fairly but firmly'
Encouraging managers to intervene
planning in advance by identifying situations
Using explanations as a communication strategy
Training both frontline staff and managers how best to prevent
Terminating relationships with unfair customers
Internal marketing communication
The better informed and aligned staff are with their employer’s brand, the more likely they are to respond in the brand’s best interests.
Internal communication has been defined as ‘the strategic management of interactions and relationships between stakeholders within organisations
(Welch and Jackson, 2007) 4 Levels of internal comms: Line management communication / Internal team peer communication / Internal project peer communication & Internal corporate communication (‘designed to promote commitment to the organisation, a sense of belonging to it,)
