Internal Vs. External Customer Satisfaction – Getting An Equilibrium

Customer satisfaction is an integral part of a successful business; however, while most businesses focus their efforts on external customers, there are also real benefits to be gained by improving the satisfaction of internal customers. Here we’ll look at why it’s important to establish an equilibrium that benefits both internal and external customers.

What’s the difference between internal and external customers?

Essentially, external customers are the consumers that buy your products and services. They are customers in the traditional sense of the word. Internal customers are the stakeholders in your business, employees and partners who, rather than buying things from you, still need you to deliver services to them in order for them to carry out their work effectively. 

The importance of customer satisfaction for external customers

While customer satisfaction has always been important, that importance has grown significantly with the internet. Today’s online consumers frequently seek social proof about a company or product before they choose to give it their custom and will look at reviews, ratings, social media comments and more in order to come to a decision. 

How good those ratings and reviews are, of course, is directly related to customer satisfaction. If products are of bad quality, delivery is late, customer service is shoddy, the website too slow, etc., customer satisfaction will be poor and this will be reflected in what people have to say. As a consequence, the business at the receiving end will find it harder to attract new customers or keep hold of existing ones. This is why customer satisfaction is the predominant focus of most businesses – without customers, a company has no future. – Read more

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