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Internal marketing - Coggle Diagram
Internal marketing
Benefits
Coherent brand identity
Understanding
Identification
Important for service
Focus
Contribution toward goals
Unification
Organisations goals
Supports relationship building
Person to person
Generate loyalty
Enables feedback
Customer to staff
Assist
Product development
Service offering
Communication
Multidirectional
Involvement
Gain buy in
Facilitates innovation
Clear messages
Recognise individuality
Welch and Jackson (2007)
Internal team peer
Internal project peer
Line management
Internal corporate
Types of employees
Brand agnostics
Brand champions
Brand saboteurs
brand cynics
Role and impact
Staff represent brand
Customer perception
Values
Align with organisation
'Moments of truth'
Normann (2002)
Cycles
Virtuos
Vicious
'Part-time marketers'
Everyone in organisation
Empower and enthuse
Technology represents brand
Unfair customers
6 common behaviours
Rule makers
Returnaholics
Blamers
Rule breakers
Opportunists
Verbal abusers
Solutions
Advance planning for situations
Prevention training
Management intervention
Timely explanations
Fair but firm
Terminate relationships
Critical service interactions
Specific, self -contained
Memorable
Responses to dissatisfaction
Bad
Failure to acknowledge
Poor or no solution
Good
Compensation
Support
Explanation
Long time