11-04-2011, 04:48 PM
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INTERNAL CUSTOMER SATISFACTION
INTRODUCTION
Customer is the king, this is all the more apt for today's business environment where, all other factors remaining more or less constant, it is the value addition to the customer that is making all the difference.
Customer Satisfaction : Customer satisfaction depends on the performance relative to a expectations.
A key premise in customer satisfaction is understanding the needs and meeting or exceeding the expectations of customers. Further more, this is done while optimally using resources. While most companies have developed strategies to improve quality and external customer service, internal customer satisfaction is a much neglected component of quality improvement. To this end, it is important to emphasize that total customer satisfaction can be attained only if all employees devoted to external customer satisfaction can work together and assist each other to achieve the common objective, when the internal customer isn't satisfied, Relationships with the external customer suffer. So, it is suggested to adopt customer oriented approach to keep the internal customer satisfied and motivated, who in turn will focus their attention and energy upon meeting the requirements of their customers, thereby maximizing the customer, thereby maximizing the customer satisfaction.
Customer satisfaction survey is the process to monitor the satisfaction quotient of their people. In internal satisfaction surveys therefore tracks the return on your investments in keeping your people happy, high salaries, a quality culture, a healthy work environment.
Last, but not the least internal customer satisfaction survey helps in finding the critical areas, which need further improvement.
NEED OF INTERNAL CUSTOMER SATISFACTION SURVEY ARISES DUE TO FOLLOWING REASONS.
Ø Rapidly growing organization.
Ø High or growing turnover rate.
Ø Excessive rumor's
Ø Highly competitive industry.
Ø Planned and recent organizational changes.
BENEFITS OF A INTERNAL CUSTOMER SATISFACTION SURVEY
Ø It creates better teamwork and much improved work process.
Ø It leads to higher output and superior quality product.
Ø It decreases the turnover.
Ø Reduced overheads, and increase customer satisfaction level's inter departmental.
Ø It enhance communication and hence helped in team building, hence there is less wasted effort caused by lack of common purpose and poor communication.
Ø A good employee feedback survey improves employee attitude and boosts morals.
INTERNAL CUSTOMER-SUPPLIER RELATIONSHIP
In an organization, from procuring an order to delivering the final product, a series of activities takes place. There are different deptts. To which these activities are assigned eg. Raw material for production is purchased by one deptt. And supplied to other deptt. Where the production initiates. Thus every deptt. play an important role of a customer and supplier as well.
The importance of a customer is well known from the maxim, “ Customer is the king”. Earlier, organizational administrators concentrated only on the satisfaction of external customers i.e. the target market. But now it is being realized that if the internal customer is satisfied the quality as well as the quantity is also appreciable. Higher the customer satisfaction index, higher will be the quality of the production. This results in the satisfaction of external customers and ultimately brings profits & prosperity to the organization. It can benefit the organization in following ways:-
1) There will be less employee turnover.
2) Optimum utilization of available resources will take place.
3) High job satisfaction and feeling of belongingness in employees.
4) Qualitative product.
5) Least conflicts in the departments.
6) Good reputation in the market and many more benefits can be accrued.
Thus, every deptt. should ensure that the customer deptt. is satisfied with the product and services provided by it as it will result into an overall improvement of the organization.
