The development of this practice poses a more holistic view of corporate marketing. The loyalty of the employees themselves is customer loyalty.

Since long ago, business strategies aimed at marketing to approach their customers, loyalty, and entice them to know that choice again and again. Hand in hand with the discipline, about ten years ago or so, there began to hear a concept derived from and complementary: the endomarketing.

According to the Academy of Dentistry International Integral endomarketing term is relatively new in marketing, “Is primarily a relationship strategy and management, which aims to develop in their team, a mentality that is in sync with external marketing you practice, being therefore called internal marketing. We know today that is so important to sell to his colleagues the idea of ​​exemplary care to its clients, as you practice this with them. One of the main reasons to put this into practice is the goal that everyone speaks the same language and develop the same philosophy of work that you print in your service. ”


The internal customer

As its name suggests, this conceptual development should follow the strategic direction proposed by the Marketing Management and to the external communication of the company. The difference is that in this case, the client loyalty is not external but internal.

New figure also appears with the concept of endomarketing. “The internal customer is inextricably linked to internal marketing, which is merely the application of marketing principles, workers of the organization. They aim to achieve greater loyalty, identification and commitment to the strategies of the company. ”

Prepared to act in sync

It also implies, flatten the hierarchical scheme of work, betting on the loyalty of employees to represent the value added chain services company. And this is no accident, since the identification of employees of a company that hires the company directly impacts on their production, their dedication and corporate image that they project to clients.

“The customer is the focus where they converge completely all the attention in order to satisfy it. For this reason, all who serve or have a relationship with him should be prepared to act and interact in a synchronized manner, integrating the process of conquest and maintenance. It is expected that since the assistant, through the secretary, assistant, assistants and other partners, make it clear that all the concentration of which is directed to the enchantment of the customers.

This “new” inward orientation of the company, merely add a link to the chain of satisfaction of the customer or prospect, to make it continue to choose our brand or start choosing. Is to change something so that nothing changes, but in a positive, continuing the spirit of traditional marketing where the focus is inevitably the client and the target of our product or service.

Service-profit chain

The chain of satisfaction is complicated, perhaps because marketing is complicated, because finding a difference in the products becomes increasingly difficult and work on the service-profit chain is indeed a source of value.

“Any initiative has to start creating a fertile ground to reap the fruits of investment and to improve and change. This base is none other than the employee satisfied with their work, their environment, their ability to grow, with their ability to use their creativity and their integration into the information loop. It is creating excitement about what makes work profitable investments. The objective of these investments is to improve the service of the company, its quality, speed, and through service to win customers and keep those who have, in order to increase profits and ensure the future of these customers through loyal “.

Satisfied employees result in satisfied and loyal customers. Satisfied customers generate profit and growth. This is the central concept of Service Profit Chain (Service Profit Chain), theory developed by Harvard Business School and supported by numerous investigations in the U.S. and Europe.

Integrating vision, consistent message

This positive outlook to the performance of employees in companies, aiming to retain them to have robust tools to build customer loyalty, marks a step forward in the integrated vision of positioning of the brand as it makes the work more consistently from the strategic and operational marketing is to be developed.

And maybe play some latent issues within the society’s common sense: What if the employees themselves do not “buy” their products, why I’m going to buy? Starting to work on this question “inside” of companies, the inconsistency is disarmed and the public come close to capturing a consistent message of satisfaction. Probably because that’s what a customer or prospect chase when purchasing a brand: a consistent message from the inside out of a company.