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What Is an Internal Customer & a External Customer?

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❶Full Answer The ultimate goal of a company is to provide what customers want and need and to make sure that they are happy with their purchase.

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Internal Customers and the External Customer Experience. Your employees are the face of your company -- the liaisons your customers interact with when they research products and make purchases. Satisfied employees represent your company with integrity and .

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An external customer is a customer who purchases a company’s products or services but is not an employee or part of the organization. For example, a person who goes to a retail store and buys merchandise is an external customer.

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Internal and external customers (buyers, clients or purchaser) pertain to a potential or current buyer and user of products of an organization, also known as vendor, seller, or supplier. Majority of these people generally buy or rent products or services. At a basic level, external customer service means answering questions from customers in a friendly and polite manner and assisting them with purchases. In a retail store, for instance, a service associate who shows a customer how to find a product is engaged in external customer service.

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Great (external) customer service creates customer satisfaction, customer loyalty, and customer retention. So why all the fuss about internal customers, especially when retention isn’t an issue? Outstanding internal customer service is simply good business. Internal and External Customers. This lesson will consider the internal and external customer, how marketing is used to build and nurture customer relationships, and will begin to build your knowledge on the customer loyalty. So let’s begin by looking at external customers and internal customers.