Over the years I’ve developed internal marketing as an approach that recognizes the value of employees in serving customers. (Remember my mantra: take care of the employees & they’ll care of the customers.)
You can use marketing to communicate with, educate, and motivate employees as effectively as you use it to communicate with, educate, and motivate customers. Especially when it’s based on respect -- giving employees the tools they need to serve customers and each other (i.e., employees as "internal" customers).
I’m talking about the basics here ... letting staff know as much as possible about your customers. Basic stuff like:
- who your customers are (e.g., general customer profiles & product usage)
- what’s important to them in dealing with you
- how they feel about your organization (from customer satisfaction surveys, complaint tracking)
- what competitive options they have, etc.
Does any of this info get shared with employees, or is it kept for senior management’s eyes only? Excluding proprietary & confidential data, the more employees know about their customers, the better they can serve them.
Try giving your staff a quiz sometime about your customers (you can use some of the questions listed above). And if the very thought of doing this scares you, it means you have your homework cut out for you. Communicate with & educate your employees about your customers. The results will benefit everyone involved.