2. 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.
3. 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.
