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Reading 17: Internal Marketing - Coggle Diagram
Reading 17: Internal Marketing
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
it enables staff to feed back information to the organisation and contribute ideas to improve customer-orientation
THE ROLE AND IMPACT OF STAFF
staff behaviour helps to create value
staff behaviour affects how customers perceive the brand
both face-to-face and technology based interations are important
the 'service package'
small changes to improve services or save costs can have positive or negative impacts on the perceptions of the brand by customers and staff
most employees in the business need to be doing some degree of marketing in their interactions - even if they are not employed as marketers
hired staff need to share the same values as the organisation itself
INTERNAL MARKETING COMMUNICATION
better informed staff with employer's brand = more likely to respond in the brands best interests
effective internal marketing also facilitates innovation through feeding back staff's experiences and expertise to improve customer service
four levels of internal communication
internal team peer communication
internal project peer communication
line management communication
internal corporate communication
all should lead staff to engage in greater levels of helpful behaviour towards customers and colleagues
CRITICAL SERVICE INTERACTIONS
specific, self-contained customer service interactions that are memorable for being either particularly satisfying or dissatisfying for the customer
service recovery paradox
negative incidents may be tolerated by the customer but are not forgotten
some customers may terminate their relationship with the organsiation without complaining about poor service
employee empowerment
benefits: quick responses in time-sensitive situations
problems: slower service for other customers who may feel there is a lack of equality
UNFAIR CUSTOMERS
staff need appropriate support from managers
unfair customer behaviour can be detrimental to employees' job satisfaction
common types of unfair customers
rule brakers
rule makers
blamers
opportunists
verbal abusers
returnaholics
how to deal with unfair customers
be firm but fair
encourage managers to intervene where necessary
have proper training on how to prevent and manage these situations
use explanations as a communication strategy
terminate relationships with these customers if necessary
TYPES OF EMPLOYEES
four types of employees with varying levels of commitment to the brand
brand agnostics
brand cynics
brand champions
brand saboteurs