Internal marketing is part of the activities carried out by a Public Relations. Internal market is indeed a term that was raised to foster the spirit of marketing, namely serving customers. But unfortunately in its implementation there are often various obstacles that make the term internal market/customer an obsolete jargon that only exists “on the lips”.
The reasons are various. The first is the absence of competition. Various departments that serve other parts of the same company have a monopoly on the market they serve. An example is PLN (State Electricity Company). What can you do if you are not satisfied with PLN’s services? You do nothing but wince and sneer (unless you choose to live without electricity).
The second obstacle is the problem of performance measurement. The measure of the success of the department serving external customers (eg sales) is very clear, namely business growth and customer service. If the customer is not served well, he will say “good bye”. The one who measures performance is the customer. The boss just translates it in different forms, such as a decrease/increase in the number of sales, orders, customer satisfaction and so on.
In the context of the company, internal marketing includes:
1.Readiness
Carrying out work according to the job description is an important aspect that must be fulfilled, because it underlies the performance chain within the company. For example, a driver, they already have a driver’s license and are ready to operate the vehicle according to the passenger’s destination.
2.Concern
Performance is the key to success that big companies around the world have. The form of caring can also be expressed with feelings of pleasure and ownership when there is progress in the company. Caring and caring for one another is one of the benchmarks for one’s dedication and dedication to the company.
3.Service
Information needs to be taken seriously, systematically and in an integrated manner in order to attract potential customers. This strategy will be very effective not only for short and medium term marketing, but also for the long term. This is reasonable because consumers are the most important part of the “word of mouth” marketing system which is also a living window for companies in the community. Consumers will be a mirror and benchmark of the company’s existence. The long-term result, consumers will later give a positive response to buy products / services to the company concerned.
An example of this internal marketing is Bank Mandiri, which until now continues to improve its services to its customers. Bank Mandiri has also improved its services ranging from Saecutity, Teller, Customer Service, to its PR services such as brochures for the programs they organize (Flyer).
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