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Internal Marketing (Unfair customers (customer is not always right, often…
Internal Marketing
Unfair customers
customer is not always right
often customers attempt to exploit co's
can have a negative impact on e'ee job satisfaction
impact interactions
impact quality of service
impact staff retention
Role & impact of staff
key to creating value
impact how customers perceive brand
face to face
verbal
online technological experience
small change of improvement or cost saving initiatives can lead to a vicious or virtuous circle
lead to satisfaction or dissatisfaction for staff and customers
empowerment and enthusiasm important
values are important to people
attracting talent with similar values
more cost effective to retain experienced staff rather than consistently recruiting
benefits
promotes coherent brand identity
v. important for service industry where behaviour & attitude expresses brand identity
provides focus for staff's diverse organisational roles and activities
makes staff feel valued in their roles through their contribution to these objectives
unifies focus across functions
supports relationship building with customers
willingness to go the extra mile
enables feedback from staff and idea generation to improve customer orientation
staff are valuable sources of info on customers & competitors
help org address issues
can collate feedback to turn detractors into promoters
Internal Marketing Communication
keeping staff well informed and aligned with brand = increased probability of responding to brand's best interest
should be two way - staff input into delivering brand promise
lack of clarity around role and responsibility can deter any type of discretionary behaviour
facilitates innovation
Types of employees
brand champions
brand agonists
brand cynics
brand saboteurs
Intro
encourages staff to identify with the brand & improve their customer orientated behaviour
media highlights inconsistencies between brand image and internal practice
employees needs should always be considered
Critical Service Interactions
specific
self contained customer service interactions
satisfying or dissatisfying experience from consumer perspective
generally, dissatisfaction arises from lack of response or willingness to help by staff rather than the service failure itself
service recovery paradoc
recovering from service dissatisfaction
negative experiences may be tolerated but not forgotten
customers may terminate relationships without any prior warning or reason
knowledge, training, control, empowerment will all contribute to an employees response and ability to help
empowerment can also lead to inconsistencies and slower service