Identifying Internal Customers and Measuring Their Satisfaction
For customer service, too, knowing the needs of your customers, whether But defining external and internal customers may clarify your workplace and help you An internal customer is someone who has a relationship with your company. 12 ways to ensure your internal customers look after your external customers Successful businesses are built on high calibre relationships which in turn Everyone needs to take responsibility for what they do or do not get. A work system is a chain of customer-supplier relationships. Internal Customers (internal and external) have different needs and expectations. Needs are.
The floral designer creates a beautiful arrangement and calls for pickup.
- Creating Win-Win Relationships with Internal and External Customers
- What Is an Internal Customer?
The delivery person picks up the order and delivers the flowers to the customer on time. In this scenario, each individual is critical to the other, and the importance of their job duties flows from one role to the other. Even just one blip in the system and the whole thing breaks down. But if each person communicates with each other in a timely and open manner, the overall job of the flower shop is accomplished, and the external customer is kept happy.
When people in complimentary departments support each other, something magical happens. A company culture is born, and success follows. Customer service is not just the responsibility of the customer service department.
What Is an Internal Customer?
It involves those in your organization who primarily serve each other internal customers as well as the frontline staff, like live chat agents and telephone representatives, who primarily serve your external customers. Viewed from a whole company perspective, think of a traditional corporate pyramid structure. But imagine if that pyramid was inverted. The customers are at the top, and everybody in the organization serves each other in the process, including the President of the company.
Understanding customers, t heir needs, and what is of value to those customers is valuable in focusing continuous improvement efforts.
The depth of that understanding requires a review of customer value perspectives, customer identification activities, and customer decision-making processes. Customer Value Several definitions or frames of reference have been developed to determine what really is customer value.
Michael Porter describes customer value as either value added or value consumed. If, within the customer-supplier chain, a member can deliver services or products that cannot be done without it then that member has added value. The focus would be on determining which features or benefits cannot be obtained without your involvement--those are valued-added areas to maximize for your customer.
Although each of these references to customer value have differences in emphasis, all share a requirement to determine those values.
Customer Identification Identifying external customers requires systematic review of present and potential users of an organization's product or service.
One systematic approach is to apply segmentation analysis activities. All markets can be broken down into segments fro m a mass market or industry. Segments are groups of customers or potential customers that share various characteristics within that group but differ in characteristics from other groups.
The characteristics are relative to the product or service type i. Garvin developed a list of eight dimensions of quality that describe a range of utilities that customers use to express their needs.
The eight dimensions include: Performance - primary functioning of a product or service 2. Features - supplemental add-on enhancements to the basic functioning of a product 3. Reliability - the number of times a product fulfills its function as specified 4. Conformance - level of adherence to designed standards and specifications 5. Durability - the measure of a product total life 6. Serviceability - after-market repair, ease of access to service, speed and courtesy 7. Aesthetics - superficial features that address feel, looks, or smells of product.
Perceived quality - attitudes about the product quality derived from several sources These dimensions represent a range of benefits that customers seek to provide needed satisfaction. User Identification Customers, alone or as a buying group, take on several roles. Understanding those roles provides organizations with key insight into the further need identification. Whether as an individual or a group, all of the user roles will be played.
Each of these roles require a level of satisfactio n for a purchase to take place. The initiator role requires a product to generally meet a need. The influencer role requires information and looks to provide expertise in the buying process.
The decider role is responsible for the ultimate decision to purchase. The purchaser role is fulfilled by the logistical placing of an order or purchase. The gat ekeeper role is responsible for filtering information into the buying group also referred to as a buying center. The user role is fulfilled by the individual who actually uses or consumes the product.
As mentioned earlier, these roles are assumed by an individual or by members of a buying center.
Each one of these roles have needs that must be addressed. Business customers often have a group made up of each of these roles and requir es an effort to satisfy each of the participants.
Finding the participants in the buying center and then discovering their needs can be a time-consuming effort, recognizing that each participant may have changing needs. Customer Use Process An additional process that customers move through highlights the use activities of a user of a product. The acronym FATSUD represents a spectrum of user activities that complete the cycle from acquisition to the disposal of a product or service. Find - the search for a product that can provide benefits desired.
A - the actual transaction experience.
Who Are Internal Customers (And Why They Matter)
Transport - the delivery or pick up of merchandise. Store - the physical possession and inventory of the product or service.
Dispose - When a product has used up its life, there is a review of what should be done with the product. Measuring Customer Value Overview Organizations that wish to totally absorb customer needs will be required to plan and implement a three-step customer value strategy. The three-step strategy requires a thorough researching of customer needs, translation of research information into oper ations, and following the implementation by assessing outcomes and customer satisfaction.
This strategy ties critical customer information to activities and then assesses whether the activities met customer-satisfaction objectives.