Internal customer and their importance in your customer experience strategy
The internal customer is our collaborator, the person who stands by us every day fighting to achieve our common goals, regardless of whether or not they have a direct relationship with our external customer. Treated appropriately, they will be the advocates of our brand.
Why is the internal customer so important?
The internal customer is our brand's ambassador. Whether they realize it or not, their work and service attitude build the company's image. The success of strategies, the connection between different areas, and the brand's credibility depend on them, as it is through their work that progress is made in developing the strategies outlined by the company's leaders.
The employees who provide customer service are responsible for developing a closer bond that also represents the brand. Their direct contact helps create a more humane and empathetic customer experience.
How to measure internal customer satisfaction?
The application of surveys or the elaboration of interviews are one of the most used methods by human resources areas to know the level of satisfaction and commitment to the company of the collaborators, within these surveys or interviews some topics that can be touched upon for measurement are: the work environment, the quality and clarity of internal communication, the leadership process, the effectiveness in the execution of processes, physical and mental health issues, perception of appreciation of their work, conflict resolution, among others.
Advantages of supporting internal customer satisfaction
Greater loyalty to the company:
Paying attention to internal customer satisfaction opens the door to understanding what's being built within the brand and assessing whether this perception is the one we're trying to convey externally. If there are less-than-favorable findings, work on and improve them.
Honest and real connections with our clients:
Our employees are the face of our company; they are our representatives abroad. Having a motivated employee who is in tune with the brand's objectives will help us establish much more real and assertive communication with our external customers, generating more honest and genuine relationships with them.
Increased engagement and productivity:
Knowing our internal customers allows us to understand the processes within the company and whether they are effective. By gaining greater insight into how we work, we can identify areas of opportunity early and make the necessary adjustments to continue growing and achieving our goals for our internal customers, while also achieving our goals for external customers. Yes, our employees feel heard and secure, and they will be more willing to respond to the challenges posed by the organization.
How to work to improve internal customer satisfaction?
Assertive communication is a key pillar for building healthy working relationships, because communication is the space where the parties involved can share their points of view respectfully and clearly, being heard, and also being able to listen to what the other has to say.
Below we present the following recommendations to help you improve employee satisfaction:
Take care of your employees as much as, or better than, you take care of your customers.
Just as we dedicate so much effort to understanding the level of satisfaction of external customers, we must also have strategies directed by the Human Resources department that allow us to understand how our employees feel.
Get to know your collaborator under the conditions in which he or she works.
It's important to know whether our employees have the necessary and appropriate tools to do their jobs. This will help them feel valued and recognized as an important part of the company.
Knowledge empowers and gives creative freedom.
Cultivating your team by giving them the opportunity to acquire new knowledge every day is the best way to show your team that you are interested in their growth. Create spaces for employees to share the information they need to perform their jobs better. Currently, there are many platforms for accessing courses and training, which facilitate time management and dynamism.
Dedicating effort, time, and attention to internal customer satisfaction is the best investment you can make as a company.
Fountain: Customer
#We invite you to read our blog post 5 types of chatbots for a great customer experience»
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