For London’s bus network, keeping 6.5 million passengers happy as they make an average of 2.25 billion trips every year is no easy task. Transport for London (TfL), which reports to the office of the Mayor of London, runs the day-to-day operations of the capital’s public transport, which includes buses, trains, trams, river piers and boat licensing, the underground railway, and the main roads. There are 10 independent bus operating companies reporting to TfL, each responsible for hiring and training their own drivers........

1. Why is interactive marketing important for service organizations?

2. Explain how the Hello London training program used internal marketing to improve interactive marketing.