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Tuesday, February 03, 2015

How Important Is Your Internal Customer Experience?

Written by  Duane Bailey

While a focus on improving the way your external customers experience your brand is admirable and necessary, equal importance needs to be assigned to your internal customer experience, too.

Your brand, after all, is an ecosystem – a community of people from interdependent functional areas who interact as a larger system. When one function fails to deliver on its core mission, the other functions are unable to fulfill their responsibilities and the strength of the entire ecosystem is weakened. Frustration, blame and disappointing results are sure to follow.

Marketing, sales, sales support, operations, customer service, information technology, finance, accounting and human resources are all examples of interdependent functional areas. Each function provides a service to the other functional areas – your internal customers, if you will.

How your internal customers perceive the experience you provide is influenced by a number of factors, including the cost of the service, the quality of the deliverable, the timeliness in which it was delivered, the attitude of the people who performed the service, how well the service met their needs, etc. If your internal customers feel the work you are providing lacks value, quality, effort and timeliness, it's only a matter of time until these perceptions are felt outside the organization.

People who play team sports learn early on that attitudes are contagious. Is yours (and your team's) worth catching?


Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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