Internal and external customer relationship management

internal and external customer relationship management

Request PDF on ResearchGate | Integrating internal and external customer relationships through relationship management: A strategic. They need a customer relationship management (CRM) system. couldn't serve its external customers and, therefore, wouldn't be operational. EURO CRM > External customer relations management Our internal IT consultancy uses Hermès Pro/ and Avaya, the most advanced systems on.

According to Blythestakeholders are people who are impacted by corporate activities.

internal and external customer relationship management

An obvious stakeholder might be a shareholder since they have voting rights at annual general meetings. A less obvious stakeholder would be the person that owns the land next to your factory, or the family that is supported by the father that works in your warehouse.

internal and external customer relationship management

A connected stakeholder is one with the direct association with your business, and this would be a supplier or a shareholder. Obviously other stakeholders would not have the same strength of connection, for example in the case of the local community.

Example — Starbucks Coffee We going to look at Starbucks coffee as an example of a company that has both internal and external customers, and we should be able to apply some of the terminology that we introduced above.

Business Relationship Management

The internal customers will be the people that work within the business of Starbucks. The internal customers will be everyone from the Board of Directors of the company, to the supervisors and team members that serve coffee at the customer interface.

Internal and External Customers

So information and communication will flow from the board of directors to the people on the ground, and data and feedback from customers can flow from the people in the coffee shops back to the internal customers in the marketing department.

External customers and consumers will be the everyday public that come in to the coffee shop and buy coffee for themselves and their friends.

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Of course the user will be the consumer of the product, whether that is the purchaser or not. The connected stakeholder would be the coffee suppliers from around the world, and the pension schemes that own shares in the business.

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Your employees will perform as well as necessary to keep their jobs, but they're unlikely to go the extra mile to do creative work and come through for you in a crisis. Internal Customers and the External Customer Experience Your employees are the face of your company -- the liaisons your customers interact with when they research products and make purchases.

internal and external customer relationship management

Satisfied employees represent your company with integrity and enthusiasm. Their internal customer experience translates to a positive attitude toward external customers. Customers who see a friendly and engaged staff are more likely to support your business than customers who hear your employees complaining behind your back. Workers who care do better work than employees who only want to collect their paychecks and leave.

internal and external customer relationship management

They manufacture products of higher quality and put extra effort into problem solving, thereby improving the experience of your external customers. References 2 Donna Earl Training: What is Internal Customer Service? About the Author Devra Gartenstein founded her first food business in In she transformed her most recent venture, a farmers market concession and catering company, into a worker-owned cooperative. She does one-on-one mentoring and consulting focused on entrepreneurship and practical business skills.

internal and external customer relationship management