eCRM for Internal Marketing and Communication

Internal marketing, treating employees as internal customers, is increasingly recognised as an effective means of raising staff motivation and, ultimately, organisational performance. Yet the efforts of many internal marketers are hindered because they are forced to use ineffective tools and piggy-back on the existing communication infrastructure.

 

One of the biggest challenges facing many internal marketers is how to create, manage and keep up-to-date their large email lists with traditional tools like Microsoft Outlook, which are designed to handle personal email requirements and not pan-organisational campaigns.

 

Another major challenge is being able to measure the response to communication campaigns and internal change initiatives in order to gauge their effect and success. To do so effectively, internal marketers need to know which of their colleagues received their communications when and what action they took as a result.

 

Then there is the notoriously difficult task of successfully encouraging feedback regarding internal marketing programs. Internal marketers need to employ as many tools as possible to make the engagement process relevant and convenient enough to persuade colleagues to participate.

 

So how can internal marketers overcome these frustrations and communicate and engage with every single colleague in a way that is not only personal and relevant enough to produce the desired motivation and satisfaction, but is also cost-effective?

 

As many internal marketers are discovering, the answer is eCRM.

 

Extending and enhancing the capabilities of conventional CRM (Customer Relationship Management), eCRM arms internal marketers with an intelligent, data-driven system capable of providing the full range of functionality needed to successfully manage internal stakeholder communication.