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Internal marketing

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  • 1. Internal MarketingCustomer Relationship Management
  • 2. Internal Marketing (AMA) Marketing to employees of an organization to ensure that they are effectively carrying out desired programs and policies.
  • 3. Internal Marketing Treating employees as customers and developing systems and benefits that satisfy their needs. Staff trainingWhile the intranet is built using standard web technology, and accessed via a web browser, this does not eliminate the need for training.Depending on the nature of the organisation, many staff may be unfamiliar with the web, or with computers in general.Providing end-user training has been demonstrated to increase the usage and effectiveness of the intranet.Quote of the dayAny daily-changing information on the intranet, that is of broad interest, is a good way of promoting the intranet.One organisation uses a humorous or controversial ‘quote of the day’ feature on the intranet to generate increased usage.Staff profilesEach week, some intranet teams post a profile of a staff member, selected from across the organisation. This may
  • 4. Internal Marketing Activities StressingCompeting Offering Teamwork for Talent Training a Vision (nhấn mạnh(cạnh tranh Employees tinh thần tài năng) đồng đội) Empowerment Rewarding Knowing (trao quyền Performance Employees’ cho) Needs Internal Marketing Activities
  • 5. Most internal marketing activities exhibita singular lack of imagination includingdull staff meetingsBoring, self-serving managementnewsletters, crowded, unattractivenotice- board announcements.Memos from department heads writtenwith all the empathy of an applianceinstruction manual
  • 6. AdvertisingReplace the boring, printed bulletin/newsletterwith sophisticated e-mail version (in htmlformat) and even slickly produced videomessages that are sent to the home for after-hours viewing.
  • 7. PromotionChristmas parties and Friday afternoon beerbashes serve their purpose, but smartmanagement appreciates the value of internalpromotion as a communications tool. Specialevents and off-the-clock activities are some ofthe most effective techniques for promotinginternal communication and arousing companyspirit.
  • 8. Direct MailInstead of a jargon-laden memo handed downfrom the hierarchical heights, consider apersonalized letter conveying the appropriatecorporate message sent directly to theemployees home, where it will encounter amore receptive frame-of-mind. (Its also agreat way to secure the support of the rest ofthe family.)
  • 9. ResearchMost employees are too scared to fill outsurveys and questionnaires.Consider internal focus groups moderated byoutside facilitators with a guarantee of strictconfidentiality. This qualitative diagnostic tool isguaranteed to unearth latent concerns anddiscontent and can provide effective feedbackfor the development of new corporateprograms.
  • 10. Common CourtesyAll too often, employee morale and jobsatisfaction fall victim to managements failureto deliver on its obligations and commitments.Long-overdue job performance appraisals andlack of formal career planning are but twocommon examples of the condition.
  • 11. Next TuesdayGroups 5&6 Article Presentations