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| Internal Marketing
and Customer Care |
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Internal Marketing |
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| The following definitions of internal marketing
should help you to understand the idea better.
- " Support given to staff to help them understand the products
and customers they deal with" (Lovelock 2000)
- "Activities engaged in to aid providers in their ability to
deliver on the promise" (to customers) (Ziethmal & Bitner 2001)
- "A major challenge is hiring and keeping great people in
order to develop and deliver great products and services" (Brooks
and Weatherston 1997)
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So from the above it should be clear that internal marketing is about
applying the concept of marketing to individuals and departments within
the organisation. Of course it may not always be possible to apply all
aspects of marketing internally because, for example, there may be no
price/costs involved in transactions like there are with customers.
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| Jon
Weaver, Marketing Manager, Bournemouth Borough
Council |
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| Spencer
Brace, Sales & Marketing Manager, Bournemouth
International Airport. |
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Commonly company newsletters of both the printed and on line variety
help to perform the job of internal marketing. Visit www.media2.bournemouth.ac.uk
for an example of whats often known as an intranet site.
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| Stuart
Perl, Regional Director of Marketing (EMEA),
Cunard Line Seaborne Cruise Line. |
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| Jon
Weaver, Marketing Manager, Bournemouth Borough
Council |
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| Heather
Moore, Marketing and Promotions Officer
Marwell Zoo, Hampshire |
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Internal customers
One way of applying marketing inside the organisation is to consider
other departments and individuals as customers and to treat them accordingly.
That is with respect, listening to them, understanding their wishes
and needs and being responsive to them. So for example, not ignoring
requests for information because 'it's only the finance department'
asking for it.
In recent years a major bank adopted a policy of never allowing the
phone to ring more than three times before answering it. They were asked
whether customers appreciated this and responded by saying "yes we are
sure they do, but just as importantly fellow employees really appreciate
it". This is a good example of treating employees as internal customers.
There are probably two major motives explaining why organisations should
consider employees as internal customers. First it is likely to mean
that staff relations improve and stay healthy. That can only be good
for morale, and a happier workforce is likely to be more productive.
Secondly such an approach within the company should mean that external
customers have better experiences with the organisation. Why? Because
each part of the organisation will be communicating closely with each
other will and is likely to be better aware of what is going on, and
staff will be familiar with acting in a positive manner. Additionally
it will mean 'front line staff' (people who deal directly with the customers)
will have the required support to do their job well.
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| Heather
Moore, Marketing and Promotions Officer
Marwell Zoo, Hampshire |
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| Stuart
Perl, Regional Director of Marketing (EMEA),
Cunard Line Seaborne Cruise Line. |
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