“Internal marketing” involves a variety of actions, but basically is a process of reinforcing the focus on the customer, communicating with staff so they understand their role in delivering value to the customer, developing staff so that they are effectively representing the firm in way to support the market positioning strategy, and educates the employees on “what is coming up” in marketing efforts and how they need to support those efforts. A firm’s people, in many cases and especially in service industries, are the brand. Internal marketing involves both the research aspect (gathering input from one’s own employees), as well as including them in the product roll-out process, and also being brand evangelists in the marketplace.
How good of a job of internal marketing does your firm do, or another firm that you are familiar with? What makes it work so well?