External and Internal Customers
- 2. An external customer is someone who uses the products or services of the company but is not part of the organization. An example of this is a customer who enters a store to buy its merchandise. Expectations of an external customer. • An external customer will expect value for their money as they wont want to waste their money on a product that is not worth it, over priced or if they can find it better and cheaper somewhere else. If this expectation is not met it could result in the business loosing custom. If the business rises to these expectations it could come as a great advantage and diversify itself from other business. • Similarly external customers will expect a good quality product. If this expectation is not met it may lead to a bad reputation for the business this could cause a fall in sales which will have a negative impact on the business and could even result in the business going bankrupt. • A friendly and professional service is also an expectation of an external customer as they want to be pleased with the service of the store they are purchasing merchandise from. • Assistance and help is also a key expectation for external customers as they are interested in merchandise from your store and without the guidance from the employees they may not purchase what they were intending too due to confusion or being mislead. This can lead to an unhappy customer which will automatically have a negative impact on the business as it will affect their reputation andpopularity.
- 3. An Internal customer is someone who is directly connected to an organization, for example stakeholders, employee or shareholders. Expectations of an internal customer. • An internal customer would expect to be paid a fair salary. If this expectation is not met it could lead to a range of issues. Money can be seen as a motivational tool and if the employees are not motivated it effects the work force and production, this then has a negative impact on the business as a whole. Also if the employees are not being paid a fair amount it would go against their equality in the business and highlight issues of discrimination. • Working in a safe environment is a very important and high expectation for an internal customers as they need to feel safe at work and if anything was to happen it is the company's responsibility.