This can increase the quality of customer service, by ensuring that all personnel have a consistent vision of their role within the company and the kind of service they should be providing. Efficiency can also improve with a well-directed internal marketing campaign. Sources for the campaign can include outside consultants as well as human resources personnel tasked with employee development. One advantage to using an outside source can be the perspective of an additional pair of eyes on a company’s activities. An internal marketing campaign may start with data collection, just like an external campaign.
The marketers want to find out how employees perceive the company and their roles, and can specifically test to see if people remember slogans, mission statements, and other key communications. Results of research can be used to build an effective internal marketing program. This may include the use of newsletters and fliers to distribute information, as well as improved employee manuals and references for people to use in training. Branding within a company might extend to products and services employees use; someone logging into the company intranet, for example, might see the company’s mission statement on the main page.
Likewise, the company logo could be displayed prominently. Internal Marketing Related to College Internal marketing is a process that focuses on lecturers and students in order to increase effectiveness and efficiency of schools and also the level of satisfaction of students. It is also as an approach to increase organizational e? ectiveness and e? ciency, and states that the process of internal marketing in service organizations will be e? ective and e? cient if: first, identifying teacher’s needs and forming and o? ering internal products is based on a continuous and accurate needs identi? ation. Second, People have their interests harmonized with the needs of the organization. Third, Teachers’ needs correspond, to some extent, with techniques of marketing communication and the last one is effects of teacher satisfaction which are re? ected in the ? nancial standard of e? ciency. Besides that, there are three phases of the development of internal marketing which is employee motivation and satisfaction, customer orientation, and broadening the internal marketing concept strategy implementation and change management.
Internal marketing is a planned effort using a marketing like approach to overcome organizational resistance to change and to align, motivate and inter-functionally coordinate and integrate teachers towards the effective implementation of corporate and functional strategic in order to deliver customer satisfaction through a process of creating motivated and customer orientated teachers. A school performs services having all the characteristics of services. Schools also operate in an increasingly competitive environment. In the current rhetoric of educational and school quality, measurement, e? ctiveness and ‘audit culture’, it is challenging to approach schools and school e? ectiveness through the perspective of internal marketing as a prerequisite for e? ective schools. From this point of view, e? ciency and e? ectiveness of schools can be related to e? ciency and e? ectiveness of internal marketing in schools. There are ? ve needs which internal marketing is focused on, namely: first, the need to take an interest in teacher motivation and satisfaction, second, the need to be oriented towards teachers and the satisfaction of customers.
Third is the need to promote internal Coordination and connection. Forth, the need to adopt marketing thinking and the last one is the need to present the specifics of an organization and a formal strategic. In school, these needs are relevant. Therefore, the concept of internal marketing might be valuable for schools as well as for other service organizations. Internal Marketing Related to Hospital Internal marketing has a positive effect on the job satisfaction of hospital staff. Also, doctors and male personnel seem to have greater levels of job satisfaction.
Staff with time-defined work contracts with the hospital are more satisfied than permanent staff, and as the staff age, there is a slight decline in job satisfaction. Internal marketing also enhances the productivity of the employees and improves customers’ satisfaction which increases earnings. This is important even for the public non-profit healthcare system, because increased customers satisfaction means the hospital will treat a greater number of patients, which will increase the hospital funds from the insurance companies. If we want to satisfy patients, we should make sure the employees are happy.
Research indicates that highly satisfied employees deliver higher levels of patient satisfaction. For example, provides the latest technology could be increases the trust of patient of the hospital; remind employees to provide a high level of service such as take care of the patient and clean the surrounding environment; having patient reps check with patients to address any needs or concerns; seek feedback from patients and provide a process for dealing with issues of concern; implement quality initiatives throughout the hospital.
All of these are extremely important. Regardless, of all the quality initiatives imposed on employees, unless they are happy and satisfied with their job, patient experiences will not be good. Happy employees deliver superior service. In fact, the research indicated that patients are more likely to recommend a hospital to others if happy, satisfied employees treat them. Internal Marketing Related to Tourist Agencies Nowadays, the main internal marketing of tourist agency is they are using the information technology to satisfy the consumers.
In the internal marketing of tourist agencies, its application is found in a large number of information technologies like teletext, videotext, CD-ROM, computer reservation systems and the expert systems. Teletext is a technology of one-way broadcasted information through continuous transmission of groups of information in cycles from one center, along with broadcasted television signals. The signal carries the information presented in form of numbered pages, which can show text and images to the tourist.
Next, they also are using videotext for sending information and messages that allows two-way communication, usually by telephone, with the information shown in the form of text or graphics on a custom TV or some other terminal such as computer. Other than that, they also using the CD-ROM, this system allow the laser compact disc to store colored recordings: hotel, landscapes, cities and so on, to display to the consumers by color-screen personal computers that are installed in travel agencies.
Next, reservation systems are the most important element in the system of distribution of tourist services. These systems are use to show that the price changes and the formation of waiting lists. Finally, expert systems have found their first application in a highly structured problem solving in science and engineering, and they are able to remember the good solutions and include them in the bank of knowledge for later use in solving other problems.
These information technology systems are important to all the tourist agencies, they unable manage their business rapidly without using these information technology. Internal Marketing Related to Hotel When different external factors affect organizations internally, it is important to have a good internal marketing, especially in service companies, example like hotel industry where the employees’ turnover usually is higher than in other business, and where companies are dependent on the encounters and relations between customer and employee.
A hotel that has satisfying internal marketing will provide the customers with sense of high quality service and reception. Internal marketing also affects the working situation for the employees at the hotel, everything from knowing what the company stands for, job performance, commitment and job satisfaction. Since hotels are labor intensive it can often lead to stress, it can result in increasing of employees’ turnover. Because the employees are such a critical success factor in hotels, it is important that they are taken care of appropriately through internal marketing.
This can results in benefits for the hotels. According to Paraskevas (2001), the hospitality industry is concentrating on the concept of internal marketing and internal service constructs and focused on the external customer while neglecting the important of the quality of internal service encounters, where one department in the hotel serves another. This theory shows an internal service provider behavior framework that distinguishes a successful internal service encounter from a non-successful one.
Factors influencing the internal service encounter are the professionalism, the dependability, the conscientiousness of the internal supplier, their communication skills and the consideration they show to their internal customers. Internal Marketing Related to Restaurant The menu is the most important internal marketing and sales tool a restaurant has to market its food and beverage to customers. It is the only piece of printed advertising that you are virtually 100 percent sure will be read by the guest. Once placed in the guest’s hand, it can directly influence not only what they will order, but ultimately how much they will spend.
Menu design directly influences sales revenue. Management is constantly forecasting business volume to estimate how much to buy, keep in inventory, and prepare. A properly designed menu makes these kinds of decisions easier and more accurate. A well-designed menu can educate and entertain the customer as well as be a communication, cost control, and marketing tool for your restaurant. The menu is designed to help the guest decide what to order. When you strategically place menu items on the menu, you will sell more of them than if you placed them randomly.
Well-designed menus market the food the restaurant prepares best and wants to sell by making those items stand out from the others. This article will discuss menu design techniques to help you increase the effectiveness of your “silent salesperson” to boost check averages and guest loyalty. Conclusion Internal marketing (IM) is a process that occurs within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to deliver a satisfying customer experience.
Over recent years internal marketing has increasingly been integrated with employer branding, and employer brand management, which strives to build stronger links between the employee brand experience and customer brand experience. For college, internal marketing is a process that focuses on lecturers and students in order to increase effectiveness and efficiency of schools and also the level of satisfaction of students. Internal marketing also an approach to increase organizational effectiveness and efficiency, and states that the process of internal marketing in service organizations.
Internal marketing has a positive effect on the job satisfaction of hospital staff. Internal marketing also enhances the productivity of the employees and improves customers’ satisfaction which increases earnings. This is important even for the public non-profit healthcare system, because increased customers satisfaction means the hospital will treat a greater number of patients, which will increase the hospital funds from the insurance companies. Nowadays, internal marketing is so important for tourist agencies. The main internal marketing of tourist agency is they are using the information technology to satisfy the consumers.
In the internal marketing of tourist agencies, its application is found in a large number of information technologies. For the examples: teletext, videotext, CD-ROM, computer reservation systems and the expert systems. For a hotel that has satisfying internal marketing will provide the customers with sense of high quality service and reception. Internal marketing also affects the working situation for the employees at the hotel, everything from knowing what the company stands for, job performance, commitment and job satisfaction.
Since hotels are labor intensive it can often lead to stress, this in return can result in increasing employee turnover. Because the employees are such a critical success factor in hotels, it is important that they are taken care of appropriately through internal marketing. This can results in benefits for the hotels. Finally for restaurant, the menu is the most important internal marketing and sales tool a restaurant has to market its food and beverage to customers.
How would you handle the staff who is now upset and what would you recommend to senior leaders?
InstructionsLost Vacation Days (Case Scenario)
Gulf Port Ships, Inc. is a large shipbuilding company located in the Gulf Coast. One afternoon the firm made the decision to shut down operations due to an approaching hurricane and forecasted arrival of tropical storm force winds to the local area as early as Wednesday of that week. The decision was to shutdown beginning Wednesday AM. They were told that time lost would be excused with pay.
By Tuesday it was clear the hurricane would not hit until Thursday at the earliest. Nonetheless the shipyard decided to maintain the decision to shut down on Wednesday. Emergency hotline for the shipyard confirmed this information but also said that missed time for salaried personnel would be charged against each employee’s vacation bank. It was a liberal leave policy enacted.
Wednesday the message was updated to state that the shutdown would continue through first shift on Thursday with normal operations commencing on the second shift. The hurricane then hit the area on Thursday PM (during the second shift) leaving many roads littered with branches and debris.
Friday morning when all personnel reported for work (many were without power at home) they were informed that they had lost two days of vacation. Hourly personnel had the option of charging the two days off to vacation or taking time off without pay. Salaried personnel did not have a choice; they were required to charge the time to vacation. This action was in line with the company’s policy for complete shutdowns despite what some personnel were told prior to the shutdown.
Needless to say within a few days employees became very upset with the handling of this situation and based on the fact that they just lost two vacation days for no good reason. The company’s vacation policy states that salaried employees accrue vacation time based upon length of service. Employees with less than five years seniority receive one day per month, those with five to ten years experience earn one and one half days per month, and those with more than ten years earn two days per month. Employees have the right to carry over vacation time to the next year. The policy also states that, if the shipyard is shut down for any reasons, the time lost by salaried employees will be charged to each person’s vacation bank. Additionally, the policy states that in the event of a partial shutdown, salaried employees who report to work and are then sent home will be paid for any time missed and will not be required to charge lost time to their vacation funds.
You will write a short paper in APA format addressing the following:
1. Imagine you are an HR consultant to the organization involved in this situation. The organization wants to be responsive and fair. How would you handle the staff who is now upset and what would you recommend to senior leaders?
2. Why is it important to have a policy outlining the organization’s procedures regarding time off?
3. Identify any laws, which regulate discrimination in the workplace or legal issues pertinent to the case.
4. Write a policy statement you would submit to the organization to be included in their employee handbook.
5. What are the risks and challenges the organization faces by implementing the policy you recommend?
6. Provide an example of ways in which it is effectively or ineffectively implemented. Elaborate upon and assess this situation.
7. There are many policies available online that are pertinent. If you use a policy from an online source or from your current organization, you must cite within the text and provide the reference.
8. Be certain to integrate the readings, personal experience, and research from the online library to support your opinions.
9. You must cite within the text and include multiple references.
Utilize the APA Helps as necessary in the Course Materials (in the Lessons area) to help you present your brief paper in APA format, which means that you need to write a Title Page and References Page separate from the body of the text of the paper (no abstract or author note are needed).
NOTE: Do not use macros or automatic referencing in your papers for this course. The auto features usually cause unforeseen problems in format. Plus, part of this course involves the student’s acquisition of the essentials of the APA style format. You are expected to use, cite, and reference outside sources in all of your assignments unless specifically instructed otherwise.
There is no set page limit for this assignment but it should be long enough to adequately answer all the prompts. Typically the body is around 4 pages.