The relationship between internal customers and customer satisfaction

Extract

[...] The relationship between internal customers and customer satisfaction Customer satisfaction is one of the major indicators of the performance of a company. If the requirements and expectations of the customers are met or even exceeded without using excessive resources, then customer satisfaction is guaranteed. It is claimed that the cost of getting a new customer is five to eight times higher than that of retention of a current customer and ensuring customer loyalty. Thus, it is a critical strategy to develop a customer satisfaction program to help the organization understand how it can keep its customers and attract new customers through more effective means. [...]

[...] Creating profit and growth (Cook 2004) Business Internal Employee Service Customer Commercial imperative service Satisfaction value satisfactio success quality n and and retention retention Organizations Elements Elements Service Customer Equates to: need to have: that create that drive value is retention good employee visible is enhanced internal satisfaction through: by: service and are: retention are: Customer-focu The right Leaders who Clear Seamless Profit sed mission tools for focus on the customer service: and goals the job customer promise management of total customer experience Strategies to Adequate Leaders who Product Listening Shareholder address resources promote features and value competition, excellent responding environment, service to customer global and needs and local concerns economy, technology and pace of change Effective Clear Consisten How the Customer and direction cy service is lifetime efficient setting delivered value the systems (goals, Reliabili longer service ty customers vision and remain with customer the promise) organization, the more profitable it becomes Appropriate Open Quality Service structure communicatio recovery n strategies when things go wrong Appropriate Appropriate Value for Employee job design employee money retention selection and development Relevant Empowerment Loyalty Re-investment core Programme for the competencie s future s Effective Coaching internal measures Effective team building and management Reward and recognition All these information point to a basic principle: that internal customer satisfaction is important in the holistic management of the company. [...]