External

and

Internal

Customers

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.

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.