External customers can be defined in many ways such as the one who uses the product or service, the one who purchase the product or service, or the one who influences the sale of the product or service.Internal customers is just as important. Every function, whether it be engineering order processing, or production, has an internal customer-each receives a product or service and, in exchange, provides a product or service.
Customer Satisfaction Cylenthia Griffin 2010
Who is the Customer? External Customers Internal Customers
Customer Perception of Quality Performance Features Warranty Price Reputation
Feedback Comment Card Customer Questionnaire Focus Group Toll-Free Telephone Numbers Customers Visit Report Card The Internet and Computers Employee Feedback Mass Customization The American Customer Satisfaction Index
Service Quality Organization Customer Care Communication Front-line People Leadership
Translating Needs into Requirements Explicit Requirements Innovations Unstated or Unspoken Requirements
Customers Retention Is more powerful and effective than customer satisfaction. It represents the activities that produce the necessary customer satisfaction that creates customer loyalty, which actually improves the bottom line. It moves customers satisfaction to the next level by determining what is truly important to the customers and making sure that the customer satisfaction system focuses valuable resources on things.
Additional Comments Improved service frequently carries a cost, so an organization must determine its return on the service investment by determining those elements of service that significantly improve revenues and market share. The organization must continually improve the methods of obtaining information concerning the customer’s needs and expectations.