Internal customers include colleagues, shareholders and other stakeholders. Word of mouth is a powerful method of marketing and a happy customer will most likely refer their friends and relatives to a company that they have had a good experience with. They will probably also be loyal and keep coming back.
Spreading bad news in this way undermines a business and damages its reputation. Most companies have a customer services team who will be responsible for dealing with customer complaints and queries. However every member of staff needs to take ownership of customer care and be proactive when dealing with customers so that problems do not arise. Under-promising and over-delivering is an often cited way to manage expectations and can be applied when dealing with internal colleagues as well as external customers.
The customer should come first in everything that an organisation does and this starts with business plans and policies that are customer centric. For example, companies should be asking themselves: Are our systems and processes built around our needs or the customers? Customers must also be considered when setting internal targets and key performance indicators KPIs. A call centre may want to reduce its call waiting times and so target employees to keep calls short and answer the next call as quickly as possible.
However this can have the knock-on effect of call handlers rushing calls and processing people rather than serving them. This means that they may miss opportunities and not provide extra information that could help the customer.
A fast service can be at the expense of a quality service so things like this need careful consideration. Training is also very important. There are many customer services courses available to help businesses train their staff. At the end of the day the customer is the only person that can tell you what they want and how well you are doing at providing that. This makes research perhaps the most fundamental thing in providing good customer care.
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