“Protecting the hen that lays the egg is not just about safeguarding the source of sustenance; it’s an investment in the future yield.”
I want to play around with this quote in the context of our internal customers representing the Hen and Service as the Golden Eggs they lay, which attracts our external customers to pay for the value they enjoy.
In service delivery, organisations often focus extensively on satisfying external customers, the end-users of their products or services. However, an equally critical aspect of service excellence is recognising and harnessing the power of internal customers – our employees – to ensure we deliver on your service promise. These internal customers play a pivotal role that often goes underappreciated. They hold the key to whether a customer will be happy with your service or product.
It is that time of the year again; joining hands in celebrating the symbolic month of October as Customer Service Month – recognising the importance of customer service and the individuals who provide it. While the focus is often on external customers, it is equally vital to appreciate and acknowledge the efforts of internal customers (The Hen) – the employees within an organisation who support delivering excellent customer service.
Delivering on your service promise is crucial for building trust and maintaining customer satisfaction and loyalty. Whether you’re in a service-oriented business or any industry where you commit to customers, it is critical to ensure that your entire organisation – from leadership to front-line employees – embraces a customer-centric approach.
Internal customers are the backbone of any organisation. Internal customers wield a substantial influence over an organisation’s service delivery. By recognising their significance and investing in the relationships and processes that support them, organisations can create an environment wherein service excellence becomes a shared responsibility.
Their roles may not always be customer-facing, but they are crucial in delivering exceptional service to external customers. Here are a few reasons why appreciating internal customers is essential:
- Boosts Employee Morale: Recognising and appreciating employees’ efforts can significantly boost their morale and job satisfaction. This in turn translates into better customer service, as motivated employees are more likely to go the extra mile for external customers.
- Enhances Collaboration: When internal customers feel valued, they are more likely to collaborate effectively with their colleagues. Improved teamwork often results in a seamless customer service experience.
- Fosters a Customer-Centric Culture: By acknowledging the importance of internal customers, organisations reinforce the idea that everyone has a role in providing excellent customer service. This helps in fostering a customer-centric culture.
Conclusion:
The power of internal customers lies in their ability to drive efficiency, collaboration and quality, ultimately leading to improved overall service delivery. Organisations that harness this power can gain a competitive edge and enhance the satisfaction of both internal and external customers.
In its essence, service is a symphony of empathy, expertise, anticipation and commitment. It’s the art of making customers feel valued, understood and empowered. As we navigate the intricate landscape of business, let us remember that service is the heartbeat of our relationships with customers. It’s not just what we do; it’s a reflection of who we are as a brand and how we leave an indelible mark on the lives of those we serve; and a well taken care of Hen will most often lay the Golden Egg.
Dinah is Head-Client Coverage, Stanbic Bank Ghana
