Service with a smile: a new perspective on internal communications

Candy Wallace (Creative, copywriter and art director at design and communications consultancy Templar Downie in the UK. She has devised award‐winning marketing and promotional campaigns for UK clients as diverse as the AA, Allied Breweries, Pizzaland, Royal & SunAlliance, Legal & General, Arts Council England, Natural History Museum and the National Trust.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


Devising an internal communications strategy is probably the easy bit. Delivering it, especially in a service organization, is the hard part. Of course, it shouldn’t be that difficult for an organization that works like a well‐oiled machine, should it? Except that businesses are not like machines. They’re like human beings: organic, unpredictable, and with key working parts that aren’t entirely under your control. Instead of nice, uniform cogs that go round and round when you press a button – you’ve got people.



Wallace, C. (2004), "Service with a smile: a new perspective on internal communications", Handbook of Business Strategy, Vol. 5 No. 1, pp. 111-113.

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Copyright © 2004, Emerald Group Publishing Limited

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