At the internal level, value is provided to customers by coordinating internal expertise and knowledge, making these meetings productive and goal-oriented, thereby producing a superior product. The internal dynamics of the organization is the foundation of providing value to customers.
Expedia.com operates in an environment where the parent company is working with multiple brands in the online environment. In order to support these brands, the internal organizational culture and structure must be designed to meet support needs as the company expands its markets. The company offers 24 hour customer service via telephone and email (expedia.com, 2009). In order to provide this service, the business must ensure that it can manage the labor payment obligations for extra support staff and that they are properly trained in value-provision above and beyond simple service delivery. For example, a telephone representative who offers complimentary rental services to a frequent customer would be one example of delivering unexpected business outcomes to the customer, therefore providing value which is far beyond simple support services. Training and development programs to give representatives this knowledge in value delivery would be one strategic change which would be required at the internal level.
Expedia.com may have particular concerns about promoting ethical value to consumers, over and above the act of service delivery. In this scenario, integrity would be a focus for internal organizational staff and for marketing promotion to show that the company is not only knowledgeable in bookings for travel, but can deliver on consistent ethics when dealing with multiple consumer demographics. "People of integrity will be willing to admit they were wrong and take corrective action" (Sawers, 2007, p.42). Expedia provides extra value, while also building a positive brand image, by using press releases to show how the company is taking steps to ensure ethical compliance within the organization. Issues of integrity, as extra value provision for the customer, can also be witnessed by Expedia.com's credit card guarantee which ensures that customer information will be handled in a responsible way while being transmitted across the Internet (Expedia.com, 2009). Even though Expedia is providing travel service and support, these extra guarantees that representatives with treat customers fairly and that their payment information will be secure provide this sense of value to buyers. At the strategic level, to provide even better online support and security, investment into more information technology systems and support would be required.
Expedia.com, as the focal organization within the customer value funnel, provides value by creating promotional messages which are custom-tailored for international customers. Says one company representative, "In order for us to continue to deliver the high levels of service and growth that Expedia is known for, it was essential that our email marketing was highly personalized and targeted" (e-dialog.com, 2009, p.1). Expedia does not only