The Unified

Ajit Singh - 201096

Amit Sinha - 201100

Neha Vyas - 201115

Ravi Parmar - 201067

Sumeet Sharma - 201088

Yashasvini Paunikar - 201116
Group No - 3
Selling to
Internal
Customer
 Session Outline

• Define Customer

• Types of Customers

• Internal Customer

• Importance of Internal Customer

• Citation

• Role of Selling to Internal Customer

• Impact of Internal customer on others

Who is a CUSTOMER?
In simple terms, a customer is someone who pays for
goods or services.

To enhance our understanding and comprehension

of customer, he/she is:

1) a person who buys, especially on a regular basis;

2) a person with whom one must deal.

At the end of the day customers are the sole provider of

every business, i.e. the revenue stream that pays for
everything else. You can have the best product, the best
accountant, the best management, and so on, but you have
nothing without a revenue stream.

Nothing happens until something is sold.

Types of Customers
As we now know who is a customer, lets look at the
various type of customers. The basic distinction of
customer is divided in two categories, i.e. External
and internal customers:

1. External Customer
• Repeat Customer
• Bag-of wind Customer
• Solution Seeker or Clueless Customer
• Loyal, Discount, Impulse etc.

2. Internal Customer
Who is an Internal Customer?
• An internal customer or internal service provider can be
anyone in the organization.

• An internal customer can be a co-worker, another department,

or a distributor who depends upon us to provide products or
services which in turn are utilized to create a deliverable for the
external customer.
• They support you and make you look good to your external
customers.

• Like external customer, internal customers don't have much

choice.

• For example, if the sales department doesn't like accounting's

credit policies, they can't fire that department and hire
another.
Sales Accounting
Department Department
Interdependent

Operation
Department
Importance of Internal Customer

• Greater external customer satisfaction.

• Outstanding internal customer service is simply

good business.

• Integrated working with different departments.

• Well defined and common goals.

• Helps in maximization of achievement with

minimum inputs.
 Citation
Internal Customer Selling Case Study:

The customer advocate for a large manufacturing company was

concerned about the organization's reputation for excellent
products, but terrible customer service. The company mentality
was "Customer service is just a department!"

One example involved Engineering's lack of response when

Customer Service reps required an engineer's input. (In this
case engineering is selling his expertise as a service provider
and the Customer Service Representatives are the internal
customers).

The Customer Service Representatives were responsible for

problem solving and taking orders for highly technical, often
customized parts. Sometimes the representatives needed
clarification from an engineer to process a customer order for
the correct part.
Engineers viewed information requests from Customer Service
Representatives as low priority, uninteresting, and annoying.

The cost to the company for one of the incorrect shipment was
calculated approximately $125,000 in wasted labor, materials, and
other expenses. In addition, the cost of frustration and delayed
deadlines to the external customer was damaging to the
company's reputation.

At the end of the above action, engineers understood what the

Customer Service Manager had been selling (through preaching)
for years: responding to requests from Customer Service
Representatives is a priority and is good business.
Role of Selling to Internal Customer

• Identify ways to improve internal and external

customer service

• Reduce interdepartmental miscommunication

and conflict

• Support the priorities of internal customers

• Focus on problems rather than personalities

• Handle conflict professionally

• Identify internal problems which cost external
customer loyalty

• Turn complaints into improvements

• Work together to meet organizational goals

• Improve workplace productivity and

communication
Question
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Thank…
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