Serving Internal Customers Vs. External Customers

In the business world when we say customer our mind naturally turns to people who come into our place of business. This may be in person, by phone, or in today's world email/social media. Regardless of the method we think of customers as people from outside our organization. However there is another equally important kind of customer, the internal customer !

Introducing the Internal Customer !

While the traditional external customer comes from the outside, an internal customer comes from withing our own organization. Internal customers normally are not supported by the customer service department. But that doesn't mean that customer service skills aren't just as vital to supporting them properly. Internal customers are generally served by support departments. Examples include Purchasing, H.R., Legal etc. These are the departments that empower the people who serve the customer. So they are the muscle behind your customer service efforts !

The Importance of Serving Both Internal and External Customers:

1. Enhancing Productivity and Efficiency:

When internal customers are satisfied and their needs are met, it leads to increased productivity and efficiency. Employees can perform their tasks more effectively when they receive timely and quality input from their colleagues. This, in turn, leads to better products or services for the external customers.

2. Boosting Employee Morale:

Serving internal customers well also boosts employee morale. When employees feel valued and their needs are taken into consideration, it fosters a positive work environment. This can lead to lower turnover rates, higher job satisfaction, and increased loyalty to the company.

3. Improving Customer Satisfaction:

By serving internal customers effectively, organizations can indirectly improve external customer satisfaction. When employees are happy and productive, they are more likely to provide excellent service to external customers. This can lead to increased customer loyalty, positive word-of-mouth, and ultimately, business growth.

An Important Difference:

One important difference to consider. If you make an external customer mad, you may never see them again. Not a good thing to be sure. An internal customer on the other hand “lives” where you do, at least in a professional sense. If you make an internal customer mad, you'll be lucky you don't see them again tomorrow. Worse yet they are more prone to go to your boss, or boss's boss. They already know where to find them. So if you are in a support function, amping up your customer service skills can certainly safe you a lot of grief.

Serving both internal and external customers is crucial for any organization's success. While external customers drive revenue, internal customers drive the nuts and bolts of your organization. They also are the vital members of the team that help those who deal directly with your customers, be their best ! By understanding and meeting the needs of both types of customers, organizations can enhance productivity, boost employee morale, improve customer satisfaction, and foster innovation. Therefore, a balanced focus on both internal and external customers should be a key part of any organization's customer service strategy.