CHAPTER NO 12

Managing People in
Service Organization
 Definition

Student >>>> Customer>>>

Employee>>>Servicing the
customers.
A Viewing employee as a internal
customer.

B Viewing job as internal product

C Satisfying the needs and

wants of the internal customers

D Create objectives of the

organization of the above steps.
 Advantage of
the above steps

1 Resistance of the employee

will go

2 Co-operation / Co-
ordination / Integrate the
employee will grow
3 To achieve the objective of
the organization.

4 To deliver customer
satisfaction.
Roll of Internal Marketing

1 Retain the best talent

2 High productivity
3 Increase in ROI

4 Better customer relations.

5 Customer attraction and
retention
(Committed employees for
action)

6 All understood the mission

of the org.
7 Employee suggestion -
Change to be done in the org.

8 Training and Development

 Components of Internal
marketing program.

• Recruitment and Selection

• Motivation
• Education and Training

• Co - ordinations

• Empowerment
• Rewards

• Communication

• Knowledge share
 Supplementary Services

Core Supplementary
Services Service
 Core Services

 Basic service with

minimum features
 Supplementary
Service
 Offering consolidation –
study investment
 Hospitality –
Hotel Considers customers as guest
Provide room service
 Hospital – Baby Care Center

 Providing information to
customers
 Taking order from the
customers

 Payment / Billing
 Special Services Providing
solutions

 Act of customers Comments

Implication of Supplementary
Services.

Designing special Package –

ICICI Bank zero processing charges.
Airport provide trolley.
Outsourcing non core services.-
Manufacturing goods / BPO

Converting supplementary
Services into core sectors -
Change over the time period.
 EXAMPLE

Ashok Leyland finance

service got into vehicle selling
from others also.
BPO work for other org.
also than the principle.