Page 11 - CUST SVC TEXTBOOK 2020

External Customers

External customers are people who come from outside the business. They bring in the
business. Examples are the visitors to the attractions, hotel guests that stay in hotels, diners
that eat in restaurants.

4.3 Meeting Needs of Internal and External Customers

Providing good customer service to
external customers helps improve their
views of the place Service Providers work
for. It is just as important to treat the
internal customers well.

Both external customers and internal
customers should be treated well and with
respect. Businesses are successful
businesses because they have good
relationships among the staff.

Someone wisely said, "If you look after
your internal customers, you don’t have to worry about the external customers." What do
you think this statement means?

4.4 Maintaining Good Relations With Customers

Providing world-class customer service helps organizations keep their customers. By
maintaining good relations with customers, Service Providers reap the following benefits for
their organizations:

1. Continued Operations

- Many companies remain in business because they provide excellent customer service

2. Increased Profits

- Many companies also increase their market share which means profits / gains

3. Cross-Selling

- Service Providers can relate to customers better and may uncover / recognise their
needs. They can share with them their other products and services.

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