A percepção dos gestores de uma empresa de telemarketing sobre a necessidade de uma proposta de endomarketing

Abstract

Endomarketing is summarized in marketing actions aimed at the internal public, in order to keep employees engaged, motivated and committed to the organization’s goals. The main focus of the actions is to transform the internal public into the first customer of the services and products offered, and consequently reach the external public. Internal marketing aims to improve the quality and productivity of the organization and improve internal communication between sectors. However, for an internal marketing program to be created, there needs to be understanding and support from the company’s managers. This research aimed to analyze the perception of the managers of a telemarketing company, about the benefits of internal marketing and the need to create a proposal with strategies and actions aimed at strengthening the bond between company and employee. The research was conducted in two stages, the first exploratory and the second descriptive. In the first stage interviews were conducted with company managers and in the second stage the analysis of the collected data and the development of an internal marketing proposal. After verifying the data, it was found that there is a need to create the Endomarketing program. Because actions stimulate employee engagement and commitment, such incentives must be carried out continuously.