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Customer Service Excellence: Role of Internal Marketing - Essay Example

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CUSTOMER SERVICE EXCELLENCE: ROLE OF INTERNAL MARKETING By INTRODUCTION: Satisfying the customer’s needs and their demands is the most important factor for any organisation to be successful, and to deliver this, it requires the employees to be very well motivated and perfectly aligned and integrated with the company’s policies and procedures…
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Download file to see previous pages Within the recent times, the concept of internal marketing has rapidly increased and has been integrated with the branding and management of employees. This endeavours to develop stronger relationships between the brand experience of employee and customer. This gives the organisations three benefits; motivated employees, satisfied customers and increased profitability. Thus, basically internal marketing can be termed as a philosophy adopted by the management to promote the policies of the firm as well as the firm itself to its employees believing them as their internal customers. It sheds light on the fact that it is important to involve the staff at all functional levels of an organisation, by engrossing them in the marketing programs that deliver the importance of understanding and managing their roles efficiently in the marketing process. ...
Internal marketing is more of an inside-out approach and looks out for the betterment of employee’s attitude by motivating, reframing and empowering them, while giving customers a positive satisfactory experience (Rafiq & Ahmed, 1995). The businesses that are supported with the processes of internal marketing are very well balanced and also successful. They are able to create a culture that enables employees to be participative. Employees have a lot of creative ideas and if, it is an innovative idea and their creativity are given acknowledgement than they are highly motivated. By empowering the employees management can improve its organisations efficiency and effectiveness as they are allowed to take initiatives on their creative and innovative ideas, and are responsible and accountable of their decisions. Also, such businesses involve their existing employees in the process of recruiting new employees. This practice gives a feeling of superiority in the current employees and they feel that they are an important part of the organisation (Caruana & Calleya, 1998). Businesses that are practicing internal marketing diligently ensure that the employees are recognized and rewarded for what they achieve. Besides this, it is also an organisation’s responsibility to console and treat the employees fairly if they are facing some hard situations or going through a difficult time. Lastly, an organisation that is oriented with the internal marketing process has a very well developed structure that has a lot of learning, and there is a check and balance through total quality management. It encourages the employees to participate actively and help in achieving organisational ...Download file to see next pagesRead More
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