People

A TWD’s people are at the forefront when interacting with customers, taking and processing their enquiries, orders and complaints in person, through online chat, on social media, or via the call centre. They interact with customers throughout their journey and become the ‘face’ of the organisation for the customer. Their knowledge of the company’s products and services and how to use them, their ability to access relevant information and their everyday approach and attitude needs to be optimised. 

People can be inconsistent but with the right training, empowerment and motivation by a company, they can also represent an opportunity to differentiate an offering in a crowded market and to build valuable relationships with customers. 

The shamrock organization

The shamrock leaf shape is a symbolic representation of an organization with three types of workforce, having a main body and connected lobes that together form a whole.

This approach suggests that people were the most important resource within any organisation, and believed in meeting the needs of workers through job enrichment. Notwithstanding, the method does not support jobs for life and recommends contracts or short-term jobs were more appropriate. Consequently, the practise advocates that non-essential work should be contracted to specialist people who could work more productively and efficiently.

People as part of the marketing mix:

URL: https://www.marketingteacher.com/people-marketing-mix/#google_vignette