External Customers Service (ECS)
The definition of an external customer is simple. These are clients that come to utilize or purchase from your business that have choice an option in who they will buy purchase from. An internal customer will be an employee or a customer who uses the business but are purchasing internally and have less option to shop elsewhere. This is why internal customer service can diminish and an attitude towards internal customers can become negative. When customers have choice it makes business or staff perform in a way to win or maintain customers. Internal customers are mainly customers we may use in business and external customers are ones that choose to do business with us.
How we should view ECS
These are customers who have choice and actually purchase from our business not within.
These customers can be loyal customers but still have options to buy from others
Our advertising marketing and services are direct towards these customers
If unsatisfied these customers may look elsewhere for service/products
As our marketing and advertising targets these customers we would be wise to consider trying to keep clients than to renew our customer database often. Once a customer has been unsatisfied with our service it will be twice as hard to bring them back. Why spend twice the dollars in advertising for new customers when you can support those existing and help them advertise for you. Reward your loyal or regular users. They will then become more regular and more loyal.
Essential components for Good External Customer Service
- Create and maintain good image
- Good internal customer service
- Build relationships
- Manners and courtesy
- Quick response to issues
- Professionalism
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