across the organization .
A reflection of this finding as against the commonplace happening with regards to marketing reports is pretty much the same . Marketing reports especially where marketing campaigns have been run whether physical or digital , are reported upwards with those at the helm often demanding indications of return of investment for the campaigns run .
What emerges however is the need for these very same marketing reports to be tabled downward . As each campaign is conceptualized and created , the very first port of call would be to run these by the different departments to create sufficient internal awareness . Very often it is observed that staff awareness of marketing campaigns coincides with external application , and what is even more alarming is that there are instances where outsiders bring to the attention of internal staff the existence of new marketing drives witnessed .
This is quite damning and needs to not only be arrested by every marketing professional but completely struck off the books . Internal teams must not only know the ins and outs of marketing campaigns to be run , but also understand the underlying
results expected from these runs . Internal customers form a key body of marketing resources and are by far and large the most powerful congregation of marketers .
Internal product knowledge serves to provide a confident marketing pool that not only has the competence to create awareness and appropriately market products and services , but also have the added advantage of the emotional brand engagement . The internal education process therefore , need not be limited to actual products or services for sale , but also include all marketing initiatives .
There is nothing as debilitating to brand confidence as internal brand ambassadors unable to provide a credible source of enquiry handling from their networks seeking information . The rush therefore to put out marketing campaigns should include one further step in the checklist that has the internal campaign , equally as impactful designed as the external , ahead of any outbound communication .
It follows therefore , that internal marketers charged with the responsibility to lend their voices to marketing campaigns and extend the reach of these initiatives in their networks as internal brand ambassadors , must be followed by marketing reports that outline the success of various initiatives and provide a roadmap for the performance against strategy .
This cascade will not only serve to inspire the teams , but also ensure that all members of staff understand the impact of their roles in delivering the organization bottom line through marketing interventions , as well as through receiving internal and external feedback for improvement .
In the wise words of Brad Henry “ No other investment yields as great a return as the investment in education . An educated workforce is the foundation of every community and the future of every economy ”. No greater marketers exist than the internal customer and it is critical for organizations to be keenly aware of this strength .
With regards to documentation of titles , the research brought out that 61 % of respondents have the term customer service in their titles while 18 % use the term Customer experience . Customer care appeared in 16 % of the titles . Others include , public relations manager , senior principal relations manager , service delivery manager and service quality manager .
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