Applying market-driven guidelines to internal communication
Often poorly valued amongst the various management disciplines, internal communication proves to be as important as external communication, particularly in the B2B sector. Indeed, a poor performance in this area often jeopardizes the efforts put into the external communication.
Here also, the RIC process constitutes an ideal tool to increase the awareness of internal staff about their company’s market challenges. The internal communication thus acquires a new credibility, based on a precise and representative image of the perceptions and expectations of the relevant market actors. A comparison between the internal and the external perceptions allows the internal efforts to be guided, through seminars or training sessions, newsletters, etc.
In the example below, it can be seen that the company should focus its internal strategy and communication on a reduction of bureaucracy, a more personalised service, the production of a constant quality and innovation.
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