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INTERNAL MARKETING

Internal marketing as a driver of quality in business services
Internal marketing has been defined as a philosophy of management human resource
based on the marketing approach. Defined from this perspective, we can say that internal marketing aims to attract, motivate and retain qualified internal clients through a work-products, designed to meet your needs and desires.It is hard to pinpoint the activities that comprise an effective internal marketing program, however, we can identify three key general activities:
1. A personnel function in management tasks that are specific adopts the concepts and techniques of external marketing: The description of jobs, recruitment procedures, work planning, salaries, benefits and incentive programs and so on. Ariseconsistent with the objectives of the company and taking into account the needs of the employee.
2. Training aimed at developing knowledge and attitudes towards service staff through training activities in areas such as: basic knowledge and skills of technical, business skills, communication and customer service, general knowledge about the company, its people, its objectives and strategies, etc ...
3.Interactive internal communication and information: Communication and information are essential in a service-oriented organization for several reasons as:
-The management, supervisors and support staff have a key role in creating a culture of service, in this sense, the interactive internal communication is essential as a defining factor of an open climate in which the discuss and raise issuesand customer service.
-When companies launch new products or services or marketing campaigns, must be previously communicated to the staff contact. Only if employees know what customers properly will apply may perform its function of marketing.
- Contact personnel with valuable customer information that can be transmitted to the organization and help in the process of customer orientationMarketing fundamentals applied daily in product communication strategies are also useful for the development of effective internal communication programs.
The companies admit that the real capital of their organizations is the intellectual capital ... but also the workers want more than an attractive compensation.
Retention of talent is the goal of many human resources departments, however,internal communication tools seem to have evolved only in the media (intranets, electronic bulletin boards).
In the office next door, the marketing team designs and implements actions to convince increasingly informed customers that choose our product and not the competition.
How can our internal customers choose our product (our organization)?
Four concepts of marketing can make a difference.

1.The approach to employee
Just as product development is based on a thorough understanding of target consumers (from their aspirations sociodemographic variables), it is imperative to know who we are headed.
Before starting to develop an internal communications program, we should evaluate what mechanisms are in place to listen to employees, from classic suggestion box at work sessions with keypeople. Are they effective? Are they involved employees?
This initial stage is optimal to develop an internal communication audit. Thus, we can pinpoint both the objectives of the program as parameters based on which we will measure its effectiveness.
Not all employees, belonging to the same organization, are equal.
The segmentation of target audiences based on their characteristics and interestsis also fundamental in internal communication.
A manager of 55 years is probably not the target of a publication focusing on the training program and a professional company recently joined the firm probably will not find too entertaining probably an article about the lifestyle of those who have recently retired.
Both media messages as they should be tailored to the interests and motivations of...