The Seven Characteristics of Highly Effective Internal Marketing Programs

Seven key characteristics drive successful internal marketing programs, according to a new study titled, “Internal Marketing Best Practices,” conducted by graduate students in the Integrated Marketing Communications department at Northwestern University. Internal marketing programs align, motivate and empower employees—at all functions and levels—to consistently deliver a company’s “brand promise,” which in turn helps businesses reach their goals. Read more.

Unhappy Customers Like to Complain

According to the Retail Customer Dissatisfaction Study 2006 conducted by Wharton and the Verde Group (a Canadian consulting firm), only 6% of 1,186 shoppers who experienced a problem with a retailer contacted the company, but 31% told friends, family or colleagues what happened. Furthermore, the study reveals, if 100 people have a bad experience, a retailer could lose between 32 and 36 current or potential customers. Ouch! The complaints have an even greater impact on shoppers who were not directly involved in the experience. Forty-eight percent of people queried have avoided a store not because they were personally affected, but because they heard something negative. It isn’t much of a stretch to assume that this word-of-mouth damage can happen to any product or service. The bottom line? It behooves all marketing and sales professionals, regardless of industry or product/service sold, to closely examine every customer-facing transaction so their business doesn’t unexpectedly start to whittle away. It may be a good time to deploy a customer focus group and/or a results-oriented motivation program.


Marketing Innovators: On the Road
Marketing Innovators has been garnering quite a bit of attention and recognition recently as a thought leader in the world of people performance management. Here’s a look at our upcoming speaking engagements:

April 6 – 11, 2006: Forty-fourth Annual International Performance Improvement Conference, Dallas

April 30 – May 3, 2006: National Association for Employee Recognition, Naples, Fla.

May 3 – 4, 2006: The Incentive Show, New York  

September 26 – 28, 2006: The Motivation Show, Chicago