The Internal Customer has a relationship with the company, which goes beyond the acquisition of products or services. Learn more about it and its importance!
Many companies invest efforts to develop strategies aimed at their external customers, whether for prospecting or to strengthen the relationship with this audience.
As a result, many of them forget about internal customers, who are also very important to the organization. To better understand who they are and why they are important in a business, continue reading this article.
What is an internal customer and why is it important?
The internal customer is one who has a direct or indirect relationship with a company, that is, is associated with the organization in some way, and may be a direct employee, an outsourced professional, service provider, among others.
This customer may or may not consume the products or services offered by the company. In addition, by being part of it in some way, the internal customer ends up acting as a bridge between the company and the final consumer.
He is important, because his work generates value for the external customer, whether working in customer service, in the marketing, sales or technology sector, as they all contribute to transforming the organization into a humanized brand , focused on improving the customer experience throughout the your journey.
Therefore, the internal customer is essential to maintain the credibility and reputation of an organization. They can be considered customers, because in a way they need to “buy” what the company offers, in this case, buy the idea of what they sell, so that they are true promoters of the brand.
What is the difference between internal and external customer?
As we mentioned earlier, the internal customer is the one who has some connection with the company in some way, whether working internally (as a collaborator), or providing services such as the supply of inputs, for example. Its main features are:
- They are well aware of the pros and cons of the products and services offered;
- They may have discounts and advantages in the purchase of products/services;
- They usually receive commissions on the sales of what is offered by the company;
- They are the intermediaries between the company and the final customer (external customer);
- They know the real costs of the company, therefore, they have greater negotiation power and autonomy.
The external customer, on the other hand, is one who does not belong to the organization in any other way than purchasing its products or services. This is the famous end customer of companies, and its main features are:
- They only act in the purchase of products or services offered by the company;
- They buy for their own use or that of someone close to them;
- It is the main focus in decision-making regarding innovations and adaptations in what is offered;
- He does not usually have the power of negotiation, as he does not have such a direct connection with the company.
Internal customer types
The types of internal customer can be: employees, suppliers and outsourced professionals who work in a company. In general, they are the ones who keep the organization running.
In general, these talents end up being seen only as professionals who provide services to the company, however, they contribute to its success through their work.
In addition, there are still internal customers who act as promoters and advocates of the brand , and can bring a great return to the company through word of mouth marketing in their social circle.
How to improve internal customer service and ensure their satisfaction?
It is not always possible to please everyone and guarantee the satisfaction of internal and external customers. However, it is possible to adopt some strategies to improve this service, check out some tips below.
Optimize internal communication
This is a very important point for any company. Internal communication is essential to align the expectations of both the employee and the company.
Through clear and objective communication, professionals feel safer, as they have access to information and feel they are an important part of the organization.
In addition, with good communication, it is possible to demand a better performance result from employees, since they have all the technical information necessary to perform their work. It is also possible to avoid various conflicts between internal customers and circumvent crises by establishing effective communication.
Adopt standardized processes
Having standardized processes in the organization helps internal customers to carry out their work in an easier way, in addition to minimizing possible rework and keeping the goals and delivery deadlines well defined.
For this, we remember the previous topic, because internal communication is essential to make this alignment, whether through a meeting or even an e-mail, which transmits the necessary information about procedures and demands.
Offer good technology solutions
Currently, with the amount of information necessary for the proper functioning of a business, it is essential to work with technological resources that help to keep the data flow aligned, in addition to standardizing some processes.
These solutions contribute not only to improving internal customer satisfaction, but also to optimizing external customer service, as it facilitates and makes the work of employees more agile.
Offer fair compensation
Although good remuneration, which is compatible with each position, is not enough to guarantee internal customer satisfaction, it is also not essential. This means that this is the minimum that the company should offer.
Thus, it is important to remember that remuneration is also an important and decisive point when a professional decides to accept a vacancy in a company. In addition, this is also a determining factor in retaining talent in the company.
Compensation can also be a strategic factor to engage, motivate and stimulate internal customer satisfaction. It can also be seen as a way of recognizing and valuing the efforts of employees.
Provide benefit packages
In the same way that good remuneration is essential, offering benefits packages can be a differentiator for your company, which will improve the employee’s experience , engagement and satisfaction .
There are numerous types of benefits that can be offered to employees. To choose which ones are most suitable for your organization, it is essential to know your employees well and identify their greatest needs. This is a way of valuing the internal customer, and shows that the company cares about their health and well-being.
For example, if the company has a considerable number of fathers and mothers, it is important to offer some kind of childcare allowance or similar. As well as other essential points such as health insurance, dental plan, fuel allowance or transport vouchers, food and/or meal vouchers, among others.
Maintain a good organizational climate
Providing a pleasant organizational climate is essential to maintain internal customer satisfaction and motivation. This is because unpleasant, stressful, limiting environments, or environments that do not have adequate accommodation conditions, can directly interfere with the quality of life and activities performed by employees.
Investing in a good relationship with internal customers is critical to the success of a business, as they are responsible for providing a positive experience to external customers.
