INTERNAL MARKETING

With an Intrenal Marketing strategy, employees are treated as "INTERNAL CONSUMERS" who must be convinced of a company's vision and worth just as aggressively as " INTERNAL CONSUMERS". The goal internal marketing is to align every aspect of a company's internal operations to ensure they are as capable as possible of providing value to customers. If a company can operate in a coordinated and standardized way, that company can provide a more consistent experience to their customers.

Internal Marketing is based on the idea that customers' attitudes toward a company are based on their entire experience with that company, and not just their experience with the company's products. Any time a customer intracts with an employee, it affects their overall satisfaction. Every one from a sales clerk to an over-the-phone tech support specialist helps to shape that customer's experience. Therefore, customer satisfaction is deeply dependent on the performance of a company's staff.

For example, Apple as a unique organizational culture that emphasizes innovation, creativity and expertise. In order to promote this culture, they are highly selective when they recruit employees and extremely thorough when they train them. Apple realizes that the best way to promote the image of their brand is for every employee, particularly the ones who work with customers, to accurately respct that image. Anyone who has been to an Apple store knows that the employees are experts in the products they sell and are willing to answer an endless number of questions. They are smart, accessible and knowledgeable, positively reflecting the company as a whole.

Human resources professionals typically spearhead intenal marketing campaigns. Since internal marketing focuses on leveraging the value of employees, strong communication between the company and the employees is crucial. Their primary responsibility will be to disseminate information about the company's goals and strategies and to provide training and support to help employees achieve those goals.

Benifits of "Internal Marketing"

• Empowers employees by giving them accountability and responsibility.
• Encourages employees in every department of the company to perform better.
• Creates a common undrestanding of organizational goals and strategies.
• Places value on the employees contribution to the company.
• Helps non marketing staff to do their jobs with a marketing focus in mind.
• Improves employee development and customer retention.
• Integrates the organizational culture with the empoloyees personal and professional needs.
• Information flows effectively between different departments.
• Employees understand the expectations placed on them.