Chapter 11 Internal Marketing in Engineering Consultancy Services

The relevance of internal marketing in service sector is undebatable and well established in developed countries. It is no longer a buzzword, but necessity for every service business including engineering consultancy. As economies are becoming service oriented, its practice has attracted considerable interest among the service firms around the world, especially in the United States, the United Kingdom and the countries in Nordic region. There is an increasing concern for internal marketing in service industry namely health care, hospitality, tourism, financial services etc. Many firms operating in these sectors have made sufficient progress. However, in case of engineering consultancy, the progress achieved is not so as expected. There are various reasons. The few such reasons which act as barriers are sales oriented mindset i.e. firm’s key concern is for immediate sales rather than relationship building, firm wide lack in appreciating the criticality of the role engineers play in service transaction, business values of some clients, indifferent attitude of some clients towards consultant, feeling among the employees that reward would favor for procuring immediate orders from the client rather than long term gains, attitudinal barriers say ‘keep going’ attitude of employees, etc. In fact, in engineering consultancy, practice of internal marketing is more essential due to aspects like limited client base and strategic dependence on a few key client, co-existence of service provider and service receiver, people factor, quality dimensions, etc. In view of these and to realize its potential in marketing, engineering consultancy firms need to stress in making internal marketing happen. The objective is to develop competent, motivated, satisfied and customer conscious work force who is willing to walk that extra mile with the customer/client.