9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

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Internal
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Internal marketing is an on-going

process that occurs strictly within a
company or organisation whereby the
functional process is to align, motivate
and empower employees at all
management levels to consistently
deliver a satisfying customer
experience.

It acts as marketing strategy where

the employees themselves are
customers and they are termed as
internal customers. It is used as a
philosophy for managing the Duties
firm’sand Organisation of Maintenance
Department
human resources based on a
marketing perspective to build Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

internal competencies for external

success.

The concept of internal marketing has

been developed from the conventional
marketing theory. The internal
marketing can be understood in the
context of services marketing where
the marketer needs high levels of
customer service because of the
reliance on the company personnel
who interact with customers.

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Learn about: 1. Introduction to

Internal Marketing 2. Concept of
Internal Marketing 3. Features 4.
Important Areas 5. Implementation 6.
Internal, External and Interactive
Marketing 7. Major Steps 8. Roles

9. Importance 10. Steps Involved 11.

Duties and Organisation of Maintenance
Benefits 12. Problems Affecting the
Department
Implementation of Internal Marketing.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

Internal Marketing:
Introduction, Concept,
Features, Roles, Types,
Steps, Benefits,
Problems and
Importance
Internal Marketing –
Introduction
Internal marketing (IM) is a process
that occurs within a company or
organisation whereby the functional
process aligns, motivates and
empowers employees at all
management levels to deliver a
satisfying customer experience.

It has been integrated with employer

branding, and employer brand
management and it builds strong links
between the employee brand
experience and customer brand
experience. According to Burkitt and
Zealley, “the challenge for internal
marketing is not only to get the right
messages across, but to embed them in
such a way that they both change and
reinforce employee behaviour”.

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

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From the basic understanding of

marketing, comes internal marketing.
The term internal marketing is defined
as viewing employees as internal
customers, viewing jobs as internal
products that satisfy the needs and
wants of these internal customers
while addressing the objectives of the
firm.

Internal marketing is an on-going

process that occurs strictly within a
company or organisation whereby the
functional process is to align, motivate
and empower employees at all
management levels to consistently
deliver a satisfying customer
experience.

It acts as marketing strategy where the

employees themselves are customers
and they are termed as internalDuties and Organisation of Maintenance
customers. It is used as a philosophy
Department

for managing the firm’s human

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resources based on a marketing Privacy - Terms

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

perspective to build internal

competencies for external success.

Internal marketing is critically

important in a service industry.

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Employees are able and willing to

deliver high-quality service and this is
made sure by the marketers who
develop techniques and procedures to
do so. The internal marketing concept
evolved as marketers formalised
procedures for marketing to
employees. Employees at all levels
experience the business and
understand its various activities and
campaigns in an environment that
supports customer consciousness.

Internal marketing is the marketing

aimed internally at the firm’s
Duties and Organisation of Maintenance
employees. The objective of internal
Department
marketing is to enable employees to
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deliver satisfying products to the guest.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

As Christian Gronroos notes, “The

internal marketing concept states that
the internal market of employees is
best motivated for service-mindedness
and customer-oriented performance by
an active, marketing-like approach,
where a variety of activities are used
internally in an active, marketing-like
and coordinated way.” Internal
marketing uses a marketing
perspective to manage the firm’s
employees.”

Internal marketing can be

defined as follows:

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Treating with equal importance the

needs of the internal market – the
employees – and the external, market
through proactive programmes and
planning to bring about desired
Duties and Organisation of Maintenance
organisational objectives by delivering
Department

both employee and customer

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

The concept of internal marketing has

been developed from the conventional
marketing theory. The internal
marketing can be understood in the
context of services marketing where
the marketer needs high levels of
customer service because of the
reliance on the company personnel
who interact with customers.

Thus the employees of a company

represent the fifth ‘P’ in the services
marketing mix. To illustrate the same
let us take an example.

When a customer enters a hotel, there

are many a tangibles which could make
his stay comfortable like a good
ambience, AC, a good bed, LCD TV etc.
but here what matters most is the way
the receptionist welcomes him, how
good is the room service ,when, he
needs food, what sort of travel
assistance is he given etc.

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It can be said that a motivatedDepartment
staff
would try and work harder for the
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external experience given to the
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

customers. This could improve the

firm’s image, sales and market share in
the long term.

Internal Marketing –
Concepts 
Internal Marketing (IM) is an on-
going process that occurs strictly
within a company or organization
whereby the functional process
aligns, motivates and empowers
employees at all management
levels to consistently deliver a
satisfying customer experience.

(i) IM functioning as a continual

internal ‘up-skilling’ process.

(ii) Alignment of the organization’s

purpose with employee behaviour.

(iii) Employees internalizing the core

values of the organization.

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(iv) Motivation, reframing andDuties and Organisation of Maintenance

Department
empowerment of employee attitude.
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(v) Inside-out management approach.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

(vi) Retaining a positive customer

experience throughout the business
objectives.

Internal Marketing – Features

The following are the features of
an internal marketing-oriented
business:

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(i) Creating Enabling Culture – This is

done when employees are empowered
by management through allowing
creativity, innovation, allowing
initiatives and accountability and
responsibility of their decisions.

(ii) Practising Participative Hiring –

That is involving current employees in
the process of hiring new employees.

(iii) Ensuring Equitable Recognition

and Reward – Business must exercise
employee recognition with reward to
what employee has achieved.
Duties and Organisation of Maintenance
Department
(iv) Demonstrating Fairness during
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

and difficult moments like death of the

near family members. This can be
achieved by setting aside emergency
funds.

(v) Good Organisation Structure –

That allows learning, total quality
management and re-engineering.

Internal Marketing –
Important Areas
There are a number of areas
where internal marketing can
play a key role:

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a. Management of change, where

internal marketing may be used to
place, and gain acceptance of new
systems such as the introduction of
information technology and new
working practices, and other changes.

b. Building corporate image, where

internal marketing’s role is to create
Duties and Organisation of Maintenance
awareness and appreciation ofDepartment
the
company’s aims and strengths – as all
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

employees are potential company

ambassadors.

c. Strategic internal marketing which

aims at reducing inter-departmental
and inter- functional conflict and
developing the co-operation and
commitment needed to make external
marketing strategies work.

How is internal marketing to be

implemented? It is essential to explore
what are seen to be the fundamental
criteria for a successful internal
marketing programme, and to identify
the components of programme
formulation.

The four most important areas

within the organisation’s internal
environment which are essential
to an internal marketing
programme can be described as:

(i) Motivation

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(ii) Co-ordination
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

(iv) Education

This set of ideas clearly interlinks with

the perspectives of internal marketing,
but what steps can be taken to ensure
these areas are reinforced? To
formulate any programme an analysis
of the critical components must be
undertaken.

This may involve information

gathering to assess:

a. Employee knowledge

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b. Attitudes

c. Behaviour.

Once this has been done,

management action needs to
cover:

a. Selection

b. Training
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c. Motivation
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

d. Direction.

In this way, managers can help

employees to make a more effective
contribution to the organisation’s
marketing objectives, providing overall
guidance and support for the internal
marketing programme.
Communication should reach all
employees and include all messages
about information and action in order
to achieve increased motivation and
effectiveness.

It is important that management

embrace the underlying philosophy of
internal marketing if they are to
develop and direct successful
programmes. Managers should lead by
example, and set high standards of
customer relations and job
effectiveness by their own good
practice, not by simply dictating rules
or making unreasonable demands on
employees.
Duties and Organisation of Maintenance
It has been stated earlier that internal
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marketing is closely related to the area
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

the organisation. However, whereas a

traditional view of human resource
management may be seen as ‘getting
things done through people’, internal
marketing moves towards an
alternative idea developing human
potential so that organisational goals
can be achieved through the
satisfaction of individual goals.

Employee commitment and loyalty

cannot necessarily be bought on an
economic basis alone. Equally
important is a clear and visible long-
run programme which really does put
the customer first, whether in the
internal or external marketplace.
Consistency on the part of
management, both in action and word,
in all dealings with internal and
external customers is the foundation
for marketing success.

As internal marketing has been

developed directly from conventional
marketing theory, and the marketing
concept, it is argued that internal
marketing planning is therefore made
simple. There should be no difficulty in
taking conventional marketing
planning tools and developing internal
marketing programmes along Duties
the same
and Organisation of Maintenance
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lines.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

Adopting this method would mean that

for every marketing mix decision, for
example, which the company took for
its external marketing strategy, there
would be a corresponding internal
marketing mix decision. This would, in
turn, affect the outcome of the external
marketing strategy which may lead to
new marketing mix decisions being
implemented both internally and
externally.

The main criticism of this approach

might be that it seems to assume that,
for any organisation, the internal and
external markets (or customers) will
behave in a similar fashion and can
therefore be treated in an almost
identical manner.

But this is not likely to be the

case, for the following reasons:
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i. Changing external markets
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

i. Changing External Markets:

Many firms operate in more than one

market, and these markets can be very
different indeed. Even segments within
the same market can have individual
and distinctive characteristics. This
means that most firms will have
external marketing plans, which are
continuously being monitored and
‘fine-tuned’ to changing market
conditions, while the internal market
may be changing either more slowly or
at greater speed.

ii. Internal Market

Characteristics:

Organisational behaviour theory and

research may suggest that internal
markets in firms of similar size and
structure, regardless of what product
or service they provide, may be more
closely aligned in terms of their
behaviour and needs, than the internal
markets of all firms operating in one
particular external-marketplace, which
may be widely differing in all aspects.

The answer could be to focus on the

overall external strategy (sustained
growth, total quality, market Duties and Organisation of Maintenance
development, etc.), and then find a way
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of developing the internal market so

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

support and commitment to the

success of the strategy.

In order to do this well, the internal

market should be researched and
approached as a special and unique
entity, and internal marketing
programmes will reflect this without
necessarily matching closely the
external plans and activities.

Internal Marketing –
Implementation of Internal
Marketing
Professor Kotler defines Internal
Marketing, “as the task of hiring,
training and motivating able
employees who want to serve
customers well”. He also identifies a
marketing triangle — “Company,
Customers & Employees”. A business
would have external marketing
programmes for customers, who are its
external market, internal programmes
for employees who are its internal
market and have interactive
programmes between the internal
market and external market. The
purpose is to achieve corporate
fulfillment.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

organisational decor in a business

where internal market is unable to
recall them. The Vision & Mission of
the business must be etched into the
minds of the internal market. Only
then would they be able to perform and
achieve the desired Vision & drive
forth its Mission. This is achieved
through Internal Marketing. Not
beautifully framed elaborate
exhaustive statements that aren’t
recallable by the internal market could
achieve it.

Sustaining the internal market during

good times and bad times, in turmoil
as well as calm and win commitment to
perform effectively for the success of
the business must be fundamental.
Success of the business is eventually
measured on achieving its corporate
goals and objectives as well as the top
and bottom line.

These are achieved by the human

resources of the organisation not the
product portfolio or the raw material
with which they are produced nor the
fixed assets and other forms of capital
that aids production. They are all
passive factors. The element that
requires inspiration and motivation to Organisation of Maintenance
Duties and
Department
make these passive factors productive
is the human element—the internal Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

The other most important aspect is

consumption. If a bar of Soap
produced by a business is not accepted
and not used by the internal market
the business has failed in marketing
that to the internal market. This needs
serious concern. The internal market
must be its first customers; only then
they can interact with external
markets. But how many businesses
give samples of its value propositions
to all the members of its internal
market? No, they are not obliged to
buy unless they themselves see a
superior value proposition in them.

Implementing Internal
Marketing:

The organisation can adopt a

similar approach as it would in
the case of external marketing:

i. Marketing Probe

ii. Marketing Priorities

iii. Strategic Marketing

iv. Tactical Marketing

v. Marketing Administration.
Duties and Organisation of Maintenance
i. Marketing Probe: Department

This is the first step of internal Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

about the internal market — the

employees and analysing opportunities
available to the company. A good
example was of a business that wanted
to introduce 5 S. They didn’t attempt to
drive it down their throats but they
first found all the information they
wanted about the internal market and
thereafter they analysed the
opportunities they could explore to
introduce 5 S.

ii. Marketing Priorities:

Armed with the right information and

analysis the business can move on to
the next step of identifying key issues
and make certain assumptions. Based
on the assumptions the business can
set itself goals and objectives. For
example, a key issue may be the
employees not responding to new
systems and hence the assumption is
resistance to change. Therefore its goal
and objective would be to influence
acceptance of change as beneficial to
them foremost and then to the
business. They must be constantly
reminded that if the business does well
they will benefit.

iii. Strategic Marketing: Duties and Organisation of Maintenance

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The business can determine a strategic

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

achievable strategy. If the assumption

is resistance to change as the example
then the business needs to have a long-
term strategy to encourage acceptance
of change amongst its internal market.
It is not easy. At this stage it may be
necessary to identify the core reasons
and people resisting change and
position change as an important
element towards achieving success.

Not simply the company’s success but

their own personal success and
development. The company which
introduced 5 S amidst resistance took a
strategic decision to have 5 S seminars
for their internal market annually.

An approach similar to the traditional

approach of segmenting and targeting,
such as – segmenting the internal
market, targeting different segments,
differentiating value propositions and
positioning the differentiated value
propositions will be an appropriate
strategic direction to adopt.

iv. Tactical Marketing:

To implement the strategic direction a

business must initiate market friendly
tactics. For example, the company
Duties and Organisation of Maintenance
which decided on annual training on 5
Department

S designed a market friendly product.

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

rewarding system attractive enough to

break the barriers of resistance like an
attractive pricing strategy of a product
or service. They made it convenient for
their market by planning to place the
training programme at the company’s
time at a star class location.

They also decided to communicate to

each and every individual and created
interest and demand for such
programmes. The four Ps Product,
Price, Place and Promote are useful
tactics to deliver positioning.

v. Marketing Administration:

This is the stage of putting all the

activities that have been addressed into
a paper and having a proper plan. This
is the not enough the plan needs to be
implemented with proper controls. The
company which introduced 5 S
referred to earlier did just that and it
became a great success story.

Everything in this world changes.

Nothing in this world is permanent
except for change. We must know to
manage change. There is no better way
or vehicle to achieve change than
internal marketing. Many Duties and Organisation of Maintenance
shortcomings of a business can be
Department

avoided by internal marketing; it can

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

to achieve complete commitment, to

initiate discipline and to delight
external customers by the internal
customers through interactive
marketing with external customers.

Internal Marketing –
External, Internal and
Interactive Marketing
It is assumed that there are three
parts of the entire marketing
process:

i. External Marketing,

ii. Internal Marketing, and

iii. Interactive Marketing.

Each of it plays a crucial role in

marketing. Each has its set of
objectives and benefits.

i. External Marketing – This includes

the promises made to the prospects
and customers by the company. These
are made by the help of
advertisements, publicity etc.

ii. Internal Marketing – The marketing

between the company and its
Duties and Organisation of Maintenance
employees is called internal marketing.
Department
It includes all the training, motivation,
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

strong employee loyalty towards the

company.

iii. Interactive Marketing – The way of

collecting the valued information from
the customers through one to one
conversation (customer to employee
interaction) and then incorporating
their thoughts in the marketing
campaign.

Any organization which wishes to

achieve its objectives, must accomplish
all three steps. For example – If a
company’s external marketing
promises to deliver best ever massage
at a reasonable price, but somehow the
employees are not in good mood, so
they do not do a good job (as
promised) and finally they don’t collect
the consumer feedback. This would
spell disaster for the organization.

Internal marketing is the process of

motivating and empowering the
employees of a company to work as a
team for the overall well-being of the
customers and thereby the company
itself. This is actually the core to
success of a company. A harmonized
effort within the company is an utmost
necessity to provide customersDuties
withand Organisation of Maintenance
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services at a desired level.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

If company doesn’t deliver the service

they promise in their marketing
campaign, the company will fail for
sure. And it only can keep that promise
when all of its employees at all levels
realize what actually they are going to
deliver.

According to the legendary writers

Philip Kotler and Gary Armstrong,

“Internal marketing is orienting a

motivating customer, contact
employees and supporting service
people to work as a team to provide
customer satisfaction.”

Internal Marketing – Major

Steps
1. Aligning the organizational objective
with the employee attitude is the most
important step in the internal
marketing process. The management
always should keep our employees
informed about their goal.

They should clearly convey the

message to the employees that “this is
the purpose for which we are in the
market”. Then management should
take necessary steps so that the
Duties and Organisation of Maintenance
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

2. Introducing the core values of the

organization is another step. Each and
every employee must comprehend the
core value of the organization.

3. Coordinating the tasks of every

employee is another important step in
the entire process. Introduction of the
total quality management (TQM) is a
great way to achieve this coordination.
If the employees don’t know what to
do; when to do; how to do; for whom to
do, then it is very difficult to achieve
the organizational objectives. And this
lack of coordination parallels to the
lack of internal marketing. So
coordination must be established.

4. Creating congenial atmosphere is

also equally important. The
management should create such a
corporate culture in which every
employee can share their views with
others, even with the higher authority
or top level management.

5. Authorizing and empowering the

employees facilitate internal
marketing. When the employees feel
that they are authorized and
empowered to take a decision, they can
show their intrinsic creativity Duties
whichand Organisation of Maintenance
Department
ultimately help satisfy the customers.
This authorization and empowerment Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

also entail the accountability of the

employees.

6. Rewarding the best employee

performance is another way to do
internal marketing. This also initiates a
positive competition among the
employees.

7. Nurturing the fair-play policy can

ensure active involvement of the
employees in the organizational
activities which ultimately makes sure
the implementation of internal
marketing.

Internal Marketing – Roles

Internal Marketing helps ensure that
employees are effectively carrying out
the organization’s programs and
policies. An informed staff means one
that’s more engaged and invested in
the organization’s outcomes.

Internal marketing creates an

environment that enables
organizations to focus on whatever
needs changing internally so they can
enhance their external marketplace
performance. Happy people internally
mean happy customers externally.
Duties and Organisation of Maintenance
Department

Internal marketing helps organizations

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

aligning, coordinating, and motivating

employees.

Internal Marketing –
Importance
Why is internal marketing so
important? Because it is “win-win”
marketing that benefits both the
practice and the client.

Consider the following:

(i) It is Cost-Effective:

The internal group is the most highly

concentrated, highly identified, and
highly motivated of target populations.
Every member of this group has
already identified an audiologic need
and identified your practice as the
means to satisfy that need. Some
marketing experts estimate that it
costs eight times as much to market
successfully to a member of the mass
group than it does to market to a
member of your present client
population.

(ii) It is Inexpensive:

Most of the marketing activities

Duties and Organisation of Maintenance
described involve minimal cost or no
Department
cost at all. These activities can become
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part of your routine office procedures
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

with little effort and expense. It is long-

term. Internal marketing seeks to
increase client referrals, increase client
activity, and ensure that your clients
return to you, rather than to another
practitioner. In today’s world of
intensive marketing, many other
hearing health care providers will be
trying to reach these people.

It would be naive to believe that

because clients came to you once, they
will return regularly. It provides client
benefits. Many of the marketing
activities benefit the client by
providing additional help. For
example, a newsletter helps people
with hearing impairments better cope
with their hearing problems; annual
recalls are a part of good hearing
health care.

What are some effective ways to

market to the internal group? More
fundamentally, what services should be
offered and promoted?

Although the most obvious need may

be hearing aid fittings, fittings are only
one of the many services and products
provided. Indeed, for most clients, the
hearing aid fitting only occursDuties
everyand
3- Organisation of Maintenance
Department
5 years. Other needs that occur much
more frequently include periodic Read Next Story

hearing evaluations, hearing aid Privacy - Terms

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

checks, real ear measurements, aural

rehabilitation, replacement batteries,
assistive listening devices, hearing aid
cleaning, and hearing aid repairs.

Internal Marketing – 5 Steps

involved in the Internal
Marketing Process
Internal marketing is a process
that involves the following steps:

1. Establishment of a service culture.

2. Development of a marketing
approach to human resource
management.

3. Dissemination of marketing
information to employees.

4. Implementation of a reward and

recognition system.

5. Non-routine transactions

Step # 1. Establishment of a
Service Culture:

A service marketing programme is

doomed to failure if its organisational
culture does not support serving the
customer. Duties and Organisation of Maintenance
Department

Middle management is a big hurdle to

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most internal marketing programmes.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

Managers are always on the lookout for

costs and increased profits. Their
reward systems are usually based on
achieving certain cost levels.

Turning the Organisational

Structure Upside Down:

The conventional organisational

structure is a triangular structure. For
example, in a hotel the CEO (chief
executive officer) and COO (chief
operating officer) are at the peak of the
triangle. The general manager is on the
next level, followed by department
heads, supervisors, line employees,
and the customers.

Ken Blanchard, author of ‘One Minute

Manager’, mentions that in this type of
structure everyone works for the boss.
The problem with this type of
organisation is that everyone is
concerned with satisfying people above
them in the organisation, and very
little attention is paid to the customer.

The organisational chart is turned

upside down, when a company has a
service culture. Here, the corporate
management is at the bottom of the
structure and the customers are at the
Duties and Organisation of Maintenance
top. Everyone is working to serve the
Department

customer.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

Corporate management is helping their

general managers to serve the
customer, general managers are
supporting their departments in
serving the customer, department
heads are developing systems that will
allow their supervisors to better serve
the customer and supervisors are
helping line employees serve the
customer.

Step # 2. Development of a
Marketing Approach to Human
Resources Management:

The development of a marketing

approach to human resources
management is as follows:

(a) Creating Jobs that Attract

Good People:

Managers must use the principles of

marketing to attract and retain
employees. They must research and
develop an understanding of their
employees’ needs, just as they examine
the needs of customers. Not all
employees are the same. Some
employees seek money to supplement
their incomes; others are looking for
work that will be their sole source of
Duties and Organisation of Maintenance
income.
Department

For employees, the marketing mix is Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

transportation, parking, hours and

intangible rewards, such as prestige
and perceived advancement
opportunities. Just as customers look
for different attributes when they
purchase a product, employees look for
different benefits.

Some may be attracted by flexible

working hours, others are attracted by
good health insurance benefits, and
still others may be tempted by child-
care facilities. Advertising should be
developed with prospective employees
in mind, building a positive image of
the firm for present and future
employees and customers.

(b) Continuous Training:

Two principal characteristics have

been identified in companies that lead
their industries in customer service.
They emphasize cross- training and
they insist that everybody share certain
training experiences. The development
of a good training programme can start
organisations on an upward spiral.
Properly trained employees can deliver
quality service, which helps the image
of the firm, attracting more guests and
employees to the organisation.Duties and Organisation of Maintenance
Department

(c) Employee Involvement in

Read Next Story
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

The selection of uniforms is often left

to designers and managers with little
input from the service worker.
Uniforms are important because
employee dress contributes greatly to
the guest’s encounter with customer
contact employees. Uniforms also
become part of the atmosphere of a
hospitality operation or travel
operation; they have the ability to
create aesthetic, stylish, and colourful
impressions of the property.

They distinguish employees from the

general public, making employees
accessible and easily identified.
Clothing has been found to be a
contributing factor in role-playing,
acting as a vivid cue that can encourage
employees to engage in the behaviours
associated with the role of the
employee. Putting on the costume can
mean putting on a role and shedding
other roles.

(d) Teamwork:

Employees who are not customer

oriented often try to pass the responsi­-
bility for serving employees to others.
They are not team players. If one
employee makes an error, other Duties and Organisation of Maintenance
Department
employees try to cover it before the
guest notices. In these organisations, Read Next Story

guests do not have to understand the Privacy - Terms

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

hotel’s organisation and busi­ness to

ensure that their needs are met.

The front desk handles most requests,

relaying the guest’s desire to the
appropriate department. In
restaurants that have used internal
marketing to create a service culture,
staff members cover for each other.
Employees who see that a guest needs
something will serve the guest, even
though it may not be their table.

(e) Initial Training:

To be effective, employees must receive

information regularly about their
company. The company’s history,
current businesses, and its mission
statement and vision are important for
employees to know. They must be
encouraged to feel proud of their new
employer.

(f) Hiring Process:

Find employees who are good at

creating a service experience is a vital
goal and major hiring criterion of
service organisations.

Selecting people for customer service

Duties and Organisation of Maintenance
roles is similar to casting people for
Department
roles in a movie. First, both require
artful performances aligned with the Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

interpersonal experience that

customers remember as satisfactory,
pleasant or dazzling is like an actor’s
mission of having audiences so caught
up in the play or movie that they start
believing the performer is the person
portrayed. Second, both requirements
need a casting choice based on
personality.

An effective internal marketing

programme demands close
cooperation between marketing and
human resources management. Hiring
and training, traditionally the
responsibility of human resources
management, are key areas in any
internal marketing programme.

A marketing-like approach to human

resources management starts with
hiring the right employees. Selection
methods that identify customer-
oriented candidates are used as part of
the hiring process.

(g) Managing Emotional Labour:

The term emotional labour arises from

the discrepancy between the way
frontline staff feel inside and the
emotions they are expected toDuties
portray
and Organisation of Maintenance
in front of customers. Frontline staff
Department

are expected to be cheerful, genial,

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

effacing; emotions that can be

conveyed through facial expressions,
gestures and words. In the event that
they do not reel such emotions, am
required to quell their true feelings in
order to conform to customer
expectations.

Step # 3. Dissemination of
Marketing:

Through customer-contact employees

is the most effective way of
communicating with customers.
Employees often have opportunities to
solve guest problem before these
problems become irritants. To do this,
they need information. Unfortunately,
many companies leave customer-
contact employees out of the
communication cycle.

The director of marketing may tell

managers and supervisors about
upcoming events, ad campaigns, and
new promotions, but some managers
may feel employees do not need to
know this information.

Employees are looking up to the

management for hints about the
expected behaviour. Example if the
CEO keeps the door open for aDuties
lady,and Organisation of Maintenance
Department
other male employees can also follow
that trend. A manager who talks about Read Next Story

the importance of employees working Privacy - Terms

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

together as a team can reinforce the

desire for teamwork through personal
actions. Taking an interest in
employees, work, lending a hand,
knowing employees by name, and
eating in the employee cafeteria are
actions that will give credibility to the
manager’s words.

Step # 4. Implementation of a
Reward and Recognition System:

Feedback must be given to employees

so that they know how they are doing
and how they can improve. An internal
marketing programme includes service
standards and methods of measuring
how well the organisation is meeting
these standards. The results of any
service measurement should be
communicated to employees.

Most reward systems in the hospitality

and travel industry are based on
meeting cost objectives such as
achieving certain labour cost or food
cost. They are also based on achieving
sales objectives. Reward systems and
bonuses based on customer
satisfaction scores are one method of
rewarding employees based on serving
the customer.
Duties and Organisation of Maintenance
Department
Training programme and manuals can
prepare employees to handle normal or Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

Internal marketing programmes will

help than to deal with guests in a
positive and friendly manner. But not
all transactions are routine. A non-
routine transaction is a guess
transaction that is unique and usually
experienced for the first time by the
employees.

One benefit of an internal marketing

programme is that it provides
employees with the right attitude,
knowledge, communication skills, and
authority to deal with non-routine
transactions. The ability to handle
non-routine transactions separates
excellent hospitality companies from
mediocre ones. The number of possible
non-routine transactions is so great
that they cannot be covered in a
training manual.

Management should exhibit

confidence in their ability to hire and
train employees by trusting the
employee’s ability to make decisions.

Step # 5. Non-routine
Transactions:

(a) A good internal marketing

programme should result in employees
Duties and Organisation of Maintenance
who can handle non-routine
Department
transactions.
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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

(b) One benefit of an internal

marketing programme is that it
provides employees with the right
attitude, communication skills, and
authority to deal with non-routine
transactions,

(c) A non-routine transaction is a guest

transaction that is unique and usually
experienced for the first time by the
employees.

(d) Management must be willing to

give employees the authority to make
decisions that will solve guest’s
problems.

Internal Marketing – 8
Benefits
For organizations – Organizations
benefit from higher employee
satisfaction and retention. Recruitment
and training have costs, so when
employees stay longer and are more
satisfied with their jobs, that helps
organizations save money.

Other benefits include – a customer-

oriented workforce, enhanced external
business relationships, a better flow of
information internally, empowered
Duties and Organisation of Maintenance
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employees, increased compliance with
standards and protocols, and improved Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

brand reputation, and ultimately

profits.

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. Staff conflict wanes and
people have better dispositions at
work.

(i) Internal marketing encourages the

internal market (Employees) to
perform better.

(ii) Internal marketing empowers

employees and gives them
accountability and responsibility.

(iii) Internal marketing creates

common understanding of the
business organisation.

(iv) Internal marketing encourages

employees to offer superb service to
Duties and Organisation of Maintenance
clients by appreciating their valuable
Department
contribution to the success of the
business. Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

(v) Internal marketing helps non

marketing staffs to learn and be able to
perform their tasks in a marketing-like
manner.

(vi) Internal marketing improves

customer’s retention and individual
employee development.

(vii) Internal marketing integrates

business culture, structure, human
resources management, vision and
strategy with the employees’
professional and social needs.

(viii) Internal marketing creates good

coordination and cooperation among
departments of the business.

Internal Marketing –
Problems Affecting the
Implementation of Internal
Marketing
The following are the problems
affecting the effective
implementation of internal
marketing:

(i) Managerial incompetence in

interpersonal, technical and
conceptual skills is some of theDuties and Organisation of Maintenance
Department
stumbling blocks against successful
internal marketing. Read Next Story

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9/3/2021 Internal Marketing: Introduction, Roles, Concept, Importance, Benefits, Steps

(ii) Poor understanding of internal

marketing concept.

(iii) Individual conflict and conflict

between departments makes the
implementation of internal marketing
difficult.

(iv) Rigid organisational structure

coupled by bureaucratic leadership
hinder success of internal marketing.

(v) Ignoring and not listening to

subordinate staffs.

(vi) The tendency of ignoring

employee’s importance and treating
them like any other tools of the
business.

(vii) Unnecessary protection of

information against employees.

(viii) Resistance to change.

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Features, Roles, Types, Steps,

Benefits, Problems and
Importance
Internal Marketing –
Introduction
Internal Marketing –
Concepts 
Internal Marketing –
Features
Internal Marketing –
Important Areas
Internal Marketing –
Implementation of Internal
Marketing
Internal Marketing –
External, Internal and
Interactive Marketing
Internal Marketing – Major
Steps
Internal Marketing – Roles
Internal Marketing –
Importance
Internal Marketing – 5 Steps
involved in the Internal
Marketing Process
Internal Marketing – 8
Benefits
Internal Marketing –
Problems Affecting the
Implementation of Internal
Marketing

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