The Internal Customer: Why They Shouldn't Be Overlooked

Ideally, most people think of customers as people who buy their product or services. However, there is a customer that often gets overlooked and left out of the customer satisfaction equation: the internal customer.

An internal customer is a person within our organization that may depend on us for products or services that will effect the ability to satisfy the external customer. For example, you could be a customer service representative that is responsible for releasing orders to the distribution center. The people in the distribution center is the internal customer. They depend on your releasal of orders in a timely manner, so they can pack the goods which are being shipped to the external customer. In a retail environment, the internal customer could be the manager or cashiers or other sales floor associates.

Unfortunately, we become so focused on our exclusive role within the organization, that we don't think about the internal customers that are dependent on us to effectively do their jobs, as well. So, here are a few suggestions that may allow us to better assist our internal customers.

1. Get familiar with business practices and processes throughout the organization that are directly or indirectly related to your role whenever possible.
Knowledge is power. By becoming familiar with the processes and/or practices, you recognize which things are within your control and which aren't. It's also likely you will have a better understanding of what your role in business is and why it's done a particular way. Quite often, it could allow you to determine more beneficial ways to better serve both the internal and external customer. Your knowledge could actually lead you to develop alternative practices that are of a better use of your time and/or others you work with. But you can't be sure it won't affect others, if you don't know what and why they do what they do.

2. Ask if there are opportunities to cross train.
I know you're probably thinking, "I have enough to do in my position now. What's the need to learn to do something else?" Cross training allows you to be able to possibly assist someone else who you may depend on to get your job done. For example, you may work in a restaurant and be a cashier, if you cross trained as a waitress, you could actually assist with waiting tables if things got hectic. Another perk to cross training is instant leverage for yourself. Now you are more marketable for other opportunities within your organization. When companies are considering laying off people, you're more valuable if you can do multiple roles.

3. Use your time wisely and be a team player. If you have some free time available in addition to your normal breaks, be willing to assist others (with permission, of course) with their work. If you're helpful, quite often others will help you when you're in need. Managers and owners need to be aware of this also. It's important for us to show that we're willing and able to get our hands dirty sometimes too. It can truly serve as a morale booster.

In the end, none of us could do what we do alone. We depend on others everyday to keep our businesses running efficiently. We want to satisfy our external customers to keep them buying our products. But it's going to be more difficult, if we aren't appreciating and showing compassion towards our internal customers.

5 Basic Ways to Keep Your Customers Coming Back

In today's struggling economy, it should be no surprise that many consumers are shopping less. So it's important that when you see that customer walk out the door, you feel reassured that he/she will return. Here are a few simple, yet effective ways to ensure that the customer will return.


Make the customer feel welcome, upon entering - " Welcome to _______, how are you today?"

It's true, many consumers won't stay long or return to your business if they don't feel they aren't welcome. With this in mind, a simple warm friendly greeting to acknowledge that you appreciate the customer's arrival, sets the tone for a pleasant experience.

Get to know your customer - "So may I ask what brings you in today?"
Take some direction from the song "Getting to Know You", because it could help you score (no pun intended) big points with the most important part of your business- The Customer.


The truth is, if they entered your business, they had a reason to do so. So why not take the time to find out why? Don't wait for them to ask for your assistance, ask questions to understand more about the nature of their visit. Instead of asking, "Can I help you with anything?", ask the question "May I ask what brings you in today?" This helps you to assess the person's need/needs in a more effective way.


If they just happen to be one of the few people who are"just in the neighborhood", then make them aware about special products or services that may interest them. By presenting your knowledge to the customer, customers will recognize you as a credible source to contact for this, as well as, future purchases.


Go the extra mile - "Let me get that for you."
Take the initiative to go above and beyond to exceed customer expectations. For example, if you own a dress boutique and your store doesn't have shoes to match a particular dress. Suggest a couple of shoe stores that may offer matching shoes to the customer. And for the cherry on top, while the customer is there, you may call the shoe store to make them aware that the customer may be stopping by. It's these little tokens of gratitude that will help gain customer loyalty.

It's been over eight years, since I worked as a customer service specialist for a discount store and I still get approached by strangers telling me how important I made them feel. Believe me, people don't forget the good things you do and will always return for it.

Offer an incentive - "This is for you."
Let's face it. Everyone likes to get something for free. Now, this doesn't necessarily mean that you have to be like Oprah and give everyone a car for visiting your business. While I'm sure you would have no trouble filling your business with repeat customers, but this isn't practical.

The incentive I'm referring to could be something as small as having a coffee dispenser at the front of the store with free baked cookies. It could also be a program that celebrates customer loyalty, such as buy 9, get the 10th free. One of my favorite ice cream parlors in Mobile, Alabama offers an loyalty incentive program. And while their yogurt is a little pricey, every time I am in the Mobile area I am compelled to stop by and get a scoop. Because I know that eventually, I'm going to get to the free one.


Make them feel appreciated with or without purchasing - "Thanks for stopping by and please come again!"
Hopefully, you've met all of the customer's needs and they are completing their purchase transaction. So what better way to make their shopping experience complete than by thanking them with a smile and letting them know you want them to return.


However, whether the customer makes a purchase or not, they were willing to take the time to come into your store. If you made them feel welcome and took the time to get to know them, they will return. More than likely, they will also tell others about it.



It's important to remember if there was not a customer, there would be no need for your business. We have to remember the service we expect, when we're administering it. If you make the customer's experience a pleasurable one from start to finish, there should be no reason for them to not want to return.