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INTERNAL CUSTOMER SATISFACTION

INTRODUCTION

Customer is the king, this is all the more apt for today's businessenvironment where, all other factors remaining more or less constant, it is the valueaddition to the customer that is making all the difference.

Customer satisfaction depends on the performance relative to a expectations.

A key premise in customer satisfaction is understanding the needs andmeeting or exceeding the expectations of customers. Further more, this is donewhile optimally using resources. While most companies have developed strategiesto improve quality and external customer service, internal customer satisfaction isa much neglected component of quality improvement. To this end, it is importantto emphasize that total customer satisfaction can be attained only if all employeesdevoted 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 adoptcustomer 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 thecustomer satisfaction.

Customer satisfaction survey is the process to monitor the satisfactionquotient of their people. In internal satisfaction surveys therefore tracks the returnon 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 findingthe critical areas, which need further improvement.

NEED OF INTERNAL CUSTOMER SATISFACTION SURVEY ARISESDUE 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, hencethere 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, aseries of activities takes place. There are different deptts. To which these activitiesare assigned eg. Raw material for production is purchased by one deptt. Andsupplied to other deptt. Where the production initiates. Thus every deptt. play animportant role of a customer and supplier as well.

The importance of a customer is well known from the maxim, ³ Customer isthe king´. Earlier, organizational administrators concentrated only on thesatisfaction of external customers i.e. the target market. But now it is beingrealized that if the internal customer is satisfied the quality as well as the quantityis also appreciable. Higher the customer satisfaction index, higher will be thequality of the production. This results in the satisfaction of external customers and