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Internal Marketing is based on the self-reinforcing relationship between employee- and customer satisfaction It says "take care of the employees & they'll take care of the customers." Employees need to be trained, attracted, motivated, communicated and retained in order to meet their wants and needs. If they are met then employees become committed, co-operative, and enthusiastic about the organization. This is accomplished by treating employees as internal customers. This process involves the use of marketing techniques to sell the product internally and employees become customers of the organization when they purchase products or services. This allows them to experience the service firsthand, develop a perception of service quality, and provide immediate feedback. The ultimate goal for the organization is to increase external marketplace performance in the long-run
"In the service business you can't make happy guests with unhappy employees" (Hostage, 1975)' Moreover, because of the importance of the service provided, service firms should inform their customer-contact employees of the customers needs, train them in a continual base, support them in order to acquire communication and recovery skills and make them feel comfortable and satisfied with their job
Visual medium: A CD/DVD with animations, music, etc can work wonders for the internal marketing campaign. Add to it a little quiz or contest .A stirring message from the Chairman can be included as well.
Events: If you are able to think of some ground-breaking events to promote an idea, there is nothing like it. Opinion leaders: Every organization has some opinion leaders. They can be of great help to propagate the thoughts of the management to the employees. Merchandise: We can have pens, key chains, caps, badges, T-shirts, etc with the internal marketing message written on them. Eg: Air Deccan employee wearing the uniform Tshirt with a message- 'no rest till we are the best'. This it is a good way to inspire your staff for a cause. Take external help: For designing a massive internal marketing campaign, an agency or consultants can also be hired. The creative aspect becomes easier and more convenient.
How do you create a successful marketing strategy to improve patient satisfaction? 1. The latest technology. 2. Remind employees to provide a high level of service. 3. Having patient reps check with patients to address any needs or concerns. 4. Solicit feedback from patients and provide a process for dealing with issues of concern. 5. Implement quality initiatives throughout the hospital. All of these are extremely important but the largest factor in patient satisfaction is employees who are highly satisfied with their job and work environment. internal marketing includes variable people involved in the service providing process like doctors, nurses, supporting staff etc.
Hospital
THIS COULD BE ACHIEVED BY: Creating the right environment Encouraging and empowering employees
Apple has a strong focus on internal marketing, especially with employees in their Apple stores. Each employee attends a two-day training and carries a Credo Card behind their name tag with short tips on how to be the Apple brand.
Apple understands the importance of having every customer interaction blend to tell their brand story. The Geniuses and Creatives at an Apple Store spend at least a week in off-site training. While they learn a lot of technical product knowledge, the bulk of the training is spent on how to interact with customers and properly represent the Apple brand.
If you visit an Apple store there is a purposefully designed customer experience, part of which is communicated by the Apple people. They are enthusiastic and very knowledgeable and actually uphold Apple principles and brand. They are purposely recruited, they are trained and retained, which is all part of human resource management and also a successful internal marketing program. But most importantly, they ensure that the marketing focus includes engaging the people within their own company.
McDonalds understands the value of both its employees and its customers. It understands the fact that a happy employee can serve well and result in a happy customer. McDonald continuously does Internal Marketing. This includes hiring, training and motivating able employees. The punch line Im loving it is an attempt to show that the employees are loving their work at McDonalds and will love to serve the customers During the Service Delivery Process, each moment of interaction between the firm and the customer is called Moments of Truth, it helps understand the opportunities that a firm has to win or lose the customer. For example, these moments of truth are created for McDonalds every time the guard at the McDonalds outlet meets the customer, every time an attendant takes down the order from the customer waiting in the queue, every time the cashier interacts with the customer, every time the attendant guides the customer towards the table or every time the attendant cleans the table, etc
FOR EMPLOYEES: Employees feel more motivated and experience higher job satisfaction.
They are empowered to make decisions within certain guidelines and begin to feel more respected and valued for their contributions. This feeling leads to a greater sense of belonging to the team as well as responsibility and accountability to employers and customers.
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