This gradually led to the awareness that employees are the contact point and they need to be fully taken care before expecting them to take care of the customers. This gave rise to the term internal customers (employees) and hence the term internal marketing or IM came into existence. Today organizations use different techniques to keep the internal customers happy as a long-term strategy. Internal marketing, according to Kotler (1991) includes successful hiring, training, motivating and remunerating able employees (cited by Vella, Gountas & Walker, 2009). Thus to achieve the service quality the internal customers should be developed effectively first. It is assumed that effective internal marketing will lead to employee satisfaction which in turn impacts the service quality. If the staff are friendly, helpful and generally agreeable it influences customer views of service quality. Internal marketing (IM) is viewed as the application of all external marketing orientation philosophy to all internal organizational and HRM processes. IM is the activity that connects internal customer or employees with all external service activities. Employees are not merely part-time marketers but they are the first set of customers that need to be satisfied fully. IM was considered as a possible solution to the challenge of delivering consistently high service (Khan & Matlay, 2009). ...Show more
Customer service has always been the prime concern of most marketers but in the wake of economic downfall, this has gained more importance. This is because costs have to be contained while service cannot be compromised with. Besides, one satisfied customer translates into more customers…
Organizational culture is a notion in the field of organizational studies as well as management which defines the psychology, approaches, experiences, views and values (cultural as well as personal) which are dominant in an organization. It has been described as ‘the precise collection of principles and norms that are mutual amongst people and groups in an association and that regulate the way they network with each other and with stakeholders outside the business’ (Hill & Jones, 2001).
To make sure this happens, there is a functional process that takes place within the organisations that supports, motivates and gives power to the employees at all management levels to provide customers a satisfying experience, and this process is known as Internal Marketing (Rafiq, M, & Ahmed, P 1993).
According to the paper the concept of marketing has evolved over time and customer is given the highest priority by any business organisation in the modern era. A company which is market oriented keeps the customers at the central position and all its business activities revolve around the customers. It tries to align its marketing strategy.
Customer Service Excellence.
In the global economy, various forms of developments are taking place at an accelerating pace and there has been a drastic change in the balance between the company and its customers. The developments of new and innovative technologies along with communication mediums and easy trading among countries have provided multiple choices to the customers.
The effects of poor customer service in reducing the elements of consumer trust would be dealt in the paper relating to companies like Google, Starbucks and the Royal Bank of Scotland. Cases would be presented such that where emergence of problem, wrong business decision and lack of transparency has countered a low customer servicing problem for the companies leading to loss of potential trust among the consumers.
Due to globalization, the marketplace today has expanded considerably, transcending beyond geographical boundaries and in various service oriented spheres such as education. In such a highly competitive environment, retaining customers is of supreme significance.
A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust Part One The customers are considered as the lifeblood of the business industry; therefore, it is important for business organisations to gain their trust and loyalty. In line with this, they employ customer service excellence in order to get and maintain a good rapport with their customers.
Customer services have to be embedded in the vision of a business, with all strategies developed towards satisfying the needs of a customer at the lowest cost possible. Efficient and effective customer service leads to operational excellence. Customer Service and Operational Excellence 1.0 Introduction The vision of a business has to connect with the needs of customers, must have value, has to be clear regarding the future of the business and portray passion in the business.