STRENGTHENING OPERATIONAL EFFICIENCY THROUGH INTERNAL MARKETING STRATEGIES IN THE ORGANIZATION

Abstract: This article examines the implementation and impact of internal marketing strategies on the operational efficiency of an organization. The study demonstrates how internal marketing contributes to increased employee satisfaction and motivation, which directly affects the quality of customer service and the overall productivity of the company.

Keywords: internal marketing, operational efficiency, personnel management, corporate culture, employee motivation, customer focus, productivity improvement, industrial safety.

In modern economic conditions, the importance of internal marketing increases, since it contributes not only to increasing the level of satisfaction and motivation of personnel, but also to the overall efficiency of organizational processes. This article explores the application and impact of an organization's internal marketing.

Internal marketing is a management strategy that aims to treat a company's staff as if they were customers. Importantly

understand that the main goal of internal marketing is not only to meet the needs of employees, but also to create conditions for the effective work of each employee in the interests of the company's customers.

Internal marketing, considered as a system of relations with the personnel of the enterprise, focused on improving the quality of services provided, requires the solution of the following tasks:

- collection of information about the work of the staff, in particular about their relations with customers,

- Clear definition of the needs of internal customers, - Awareness and acceptance of the idea of customer orientation by the staff, - Training of personnel in managing situations when interacting with customers,

– creating an organizational culture that promotes customer orientation,

- Cross-functional alliance of personnel management and marketing in order to optimize the synergistic potential of motivated employees who are satisfied with the internal product-work,

- creation of at least a permanent staff with the least absenteeism and turnover and, at best, personnel with a high level of morale, initiative and responsibility necessary for the provision of services to clients.

The solution of the above tasks is carried out using external marketing methods, such as: internal training, internal communications, internal PR policy, internal marketing research, internal segmentation, etc.

Internal marketing as an intra-company philosophy of the market orientation of the enterprise.

Within the framework of this approach to the essence of internal marketing, in the economic literature, two areas of the company's target activity are distinguished:

a) customer-oriented, i.e. maximum satisfaction of customer needs by the organization's employees,

b) with a focus on competitors, i.e. the company's employees, studying competitors, identify their strengths and weaknesses, as well as collect and use this information for more complete customer satisfaction.

Intra-company marketing is a philosophy of treating employees as customers, and a strategy for forming a product offer (work) so that it satisfies human needs." Employees form the company's "first" market, and they should be served with the same quality as customers. According to L. Berry's model, the attitude towards the company's personnel as customers will change the attitude of employees to their work and the organization as a whole. Employees will become service-oriented, which will lead to an improvement in the quality of service for external customers and, as a result, to obtaining a competitive advantage and success of the company. "Investing money in the performer contributes to the execution ... Investing in the success of the company's employees guarantees the success of the company itself."

When implementing internal marketing at an enterprise, it is necessary to take into account the specific features of its organization as a management concept of a cross-functional nature.

The main strategic course is recommended - a high level of education, qualification and ethics of employees, providing a wide range of employees with conditions for expanding knowledge, continuous improvement of professional skills, self-expression, the use of packages of various motivation programs and the development of organizational culture.

In the management of the company, it is necessary to apply a balanced method of stimulating personnel, i.e. it is necessary to very clearly monitor and calculate the consequences of both material and moral encouragement of employees.