The concept of internal marketing, under which the employee is considered a customer, emerged during the 1980s. In this context, any inability of the company to meet the expectations and needs of the customer was incurred due to the dissatisfaction of the latter, which affected the global climate.
The recognition of the employee as a customer is an important step in the life of the company. In fact, internal marketing is not limited to the use of marketing techniques (market research, segmentation etc) it also has an internal audience to inform the staff. It also relies on the attitude towards the employee and the willingness to accept when an employee says "no", and that's when they become a customer.
[...] According to one study, the personality trait is most determined by the business conduct and in the level of empathy for the employee, his desire to know the customer and understand the needs of the latter. Although how to deal with customers can be learned, some people seem more willing than others to play this role, and empathy is one aspect to focus on recruitment. The openness and flexibility to certain situations and character traits facilitate the contact with the customer. [...]
[...] The loyalty program managers The employees and especially managers are becoming more demanding with their business, which has led the company Dell to devise a plan comprising a number of objectives to retain its executives and possibly interest the new graduates. The program is built around a number of awards: The golden hello: welcome bonus for new recruits, it tries to compensate for the inconvenience due to job changes or due to the move, it can go as far as buying a car. [...]
[...] A real case can be illustrated by the example of Dell Computer where they illustrate aspects of internal marketing. Dell and the problem of staff turnover Comprising nearly 800 people holding a commercial), Dell Computer is spread over two separate sites. The company moved to France in 1989 and since then has grown tremendously, from about 50% per year, which enabled them to occupy third place in the market. This extraordinary expansion aroused curiosity and attracted attention on the management of human resources. [...]
[...] SWOT in the context of internal marketing Dell Strengths Weaknesses Salary, many resignations and dismissals benefits, that returns a bad image to the the fundamental value of a human resources management culture of virtual poor social climate and morale enterprise: a successful management problems were too business model, Dell. prescriptive, a U.S. company that promoted participation and transparency Opportunities: Threats: very lucrative business start-ups in growing numbers that offered many benefits both in financial terms and at the level of working conditions Competitors who could feel and use the weaknesses for profit. [...]
[...] However, in the real world with time, and staff with adoptive and reactive behaviors which prompt the customers to distance themselves and live according to the internal values of the company is common. While the exclusive adoption of external values, which motivates the employees to be concerned that clients' interests is not always desirable. It seems clear that the ideal position is to find a balance between the interests of clients and those of the company. The dual role of personal contact: the defense of the interests of Clients and the firm, source: PhD Langlais and Aix-en-Provence. [...]
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