Internal and External customers
The ways in which organisations meet the needs of their customers depend upon:
- The type of business they are in
- Their size
- The type of customers they have
- The range of customers they deal with
- The needs of these customers.
‘Customer’ in this context means anyone who needs information, help, assistance or advice. Some of these will be external customers and others will be internal customers.
External Customers of Adecco
The external customers of Adecco Ltd Company are those who are registered with them for jobs (candidates) and those who offer jobs (client).
Adecco will be well aware of the importance of potential customers; mainly because they get a commission on the money the clients will pay the candidates. They will therefore need a lot of candidate to be registered with them and a lot of clients to take on candidates.
Internal External of Adecco
The internal customers of Adecco Ltd are those who work within the business, which mean the employers of Adecco.
-
Toilet facilities: Children always need to go to the toilet nearly each hour of the day therefore , there should be a toilet around for them.
- Public telephone: There is public telephone located inside the branch. This is very pleasing as not everyone has mobile phones.
Similarities of external and internal customers
- They are both important to the organisation. Internal customers help the organisation deliver goods/services. External customers buy goods/services, which help create profit.
- Both external and internal customers need to be treated well in order for the business to be a success.
Differences
- Internal customers know he truth. For example the recruitment agency will know how much money will come to them by getting a person employed. The external customer will probably only know how much they are going to get paid.
- Use of language and communication will be different.
External – will have to speak to them in a professional manner.
Internal – may use jargon, simple language to communicate with one another. Use of memos, emails, short hand writing notes.
The consequences of bad customer service.
If the needs and expectations of both internal and external customers are not met it can lead to poor customer service being delivered.
Poorer customer service in business organisation will lead to lesser sales because of the disadvantages it brings such as:
- Unsatisfied customers
- A bad public image
- Lower edge compare to the competition.
It is very important that all members of staff give a high level of service to each other because they are dependent on each other for customer service as a whole to be successful and if they don’t the disadvantages to the staff and the organisation include.
- Unpleasant place to work because of dull and less efficient workforce
- Less improved in job satisfaction
- Less improved chances of promotion within the organisation
- Lower co-operative and teamwork.
The effects of poor customer service
- Bad reputation
- Loss of profit
- Loss of sales
- Loss of customers
Why monitor customer satisfaction
Some statistics taken from the service sector to show the effects and consequences if customer satisfaction is not monitored
- It cost five times as much to attract a new customer than to retain an existing one
- The average customer who has had a problem with a business tells 9 or 10 people about it.
The candidates comes in to the branch to look for jobs and if there is a clients that needs people for work then the consultant will make
- I have worked Full Time for Adecco Ltd. The branch in which I work is located at Lewisham and surrounded areas, organisation worldwide. We specialise in recruitment and employment services (Marketing/candidate attraction, selection and job placement + related)
With my work I deal with many types of different candidate. (Customers) Due to this, I have to adapt an attitude to help deal with the candidates every day needs, wants, complaints in order to make them feel welcome, and that it is not their fault. This will also help me to retain my customers.
While working for Adecco Ltd companies, I came across one complaint by a candidate. The complaint is;
Scenario One:
- Adecco – 2003
A woman in her late 30’s arrives into the branch expecting to be registered but she didn’t have an appointment. I spoke calmly to the lady, explaining that she has been contacted to check if she was still looking for work but not to complete full registration. I spoke to one of the consultants who then made an arrangement to complete candidate registration.
The woman was making a lot of the candidate within the store very upset, and this was at our peak time so a lot of candidates were within the premises. I took the woman to the customer service desk so I could get a formal statement from her, but also to diffuse the situation and not make a scene in front of the existing candidates within the branch. She was extremely upset
I had first asked the woman her name. She was called Claire. She was extremely upset because she was travelling a great distance to us.
She was roaring and shouting at me, but I was polite and sympathetic back to her. Before I could write the statement in the complaints book, I had to explain to her about the procedures that I had to take. Otherwise if she was talking to me and very upset, and I put my head down, the woman would be more angry, therefore I started talking to her and always kept eye contact, and tell to relax. I ask her to take a seat so that I could write the statement into the file.
So I wrote the statement down on the complaints file. I passed the information onto the manager; so that the candidate could see that I was doing something about the matter, but also making her feel valued and welcome by the company. After one of the consultants booked her for appointment she was polite, embarrassed but polite, and she couldn’t stop thanking us. I knew that the branch do not have time in resources to register every customer fully unless we can guarantee work for them.
Scenario Two
- Adecco – 2003
While working for Adecco Ltd as a customer service agent, I was approach by many customers, on one occasion a customer came in to the branch and asked me for a timesheet to complete weeks hours worked. I then told him to take a seat and I will get one process, I asked one of the consultants to process a timesheet. I got it and I gave it to the customer, which he seems very pleased.
Customer records
Many business keep records of their customers
Creating and using up -to date customer records which gives an organisation a clearer picture of its business and helps it to plan for the future.
Keeping accurate records are an essential part of good customer service.
Other reasons why customer records may be kept
- To prove that a relationship exits with the organisation
- A way of contacting the customer
- Chance of repeat purchase
All organisations- employee details – contract of employment, wage transfer, in case of any problems faced, complaints and compliments
The procedures Adecco Ltd adapt to handling customer complaints are.
- Listening to the customers’ complaints.
- Try to assess the situation.
- Let the customer fill in a customer complaint form
- Reassure the customer saying sorry and it will not happen again
These are the act, which protect customers
Some of these legislations include:
Health and Safety, which requires firms to insure safe working conditions and suitable safety equipment for employees. An obligation for each employee to understand and observe the safety rules, any firm with more than five employees must have a written safety policy on display and an union appointed safety representative who can inspect the premises at any time. Health and Safety imposes significant constraints on businesses, if businesses are found in breach of health and safety they can be shut down immediately or given a severe warning and a date by which to correct any faults.
These were all considered by me whilst on work experience as they are very important to remember when dealing with customers
Employment Protection, this promoted the well being of every employee, various Acts have been passed protecting the rights and obligations of workers. Some of these Acts include Equal Pay Act 1970, Sex Discrimination Act 1975, Race Relation Act 1976 and the Disability Discrimination Act 1995. It is important for business to keep up to date with these Acts and to abide by them or else they can risk getting fined and taken to court by any individual employee who feels they have been unfairly dismissed or treated.
Consumer protection Act, laws are passed to protect consumers from unfair business practices. Various acts are passed to protect consumers, most importantly being the Fair Trading Act 1973 and the Food Safety Act 1990. All firms supplying goods and services are affected by this legislation; this legislation ensures that the goods supplied ensure customer satisfaction with an increased emphasis upon quality control however it often leads to an increase in production costs.
There is also other legislation including the competition legislation with the Monopolies and Mergers Commission.
Businesses can also be required to change the way they work due to a change in policies. Policy can vary depending what political party is in power. There are many policies that can affect business activity and the way in which the business works. Some of these policies which affect business include:
- Education and Training
- Unemployment
- Exchange rate policy and EMU
- Import Controls
- Mergers
- De-regulation
- Business taxes
- The minimum wage
Analysis of the customer service provided by adecco
Adecco monitor the number of customers by looking at the calculated level of hour worked by them. If their hours are low, this means that the numbers of customer’s visits are low. This may be due to finding the staff rude or validity of vacancies.
Adecco monitors the level of hours worked by seeing if the hours have increased. If the hour are raising this may indicate that customers are happy with the service.
Reference:
Bernard J, Martha C. (1991), Customer service: A management perspective, USA, Oak Brook publisher
Christopher. M, Schary.P (1979), Customer service and distribution strategy, New York, Halsted Press.
Heath. I. (1998), Quality in customer service, Canberra, reports and publications.
Parasuraman. A. (1993), Marketing services (Competing through Quality), USA, Macmillan Inc.
Tschohl J, Franzmeier S. (1991), Achieving Excellence Through Customer service, New Jersey, Prentice Hall
John t self (1998), Monitor customer satisfaction regularly to avoid complaints!
, Doug Howardell, Definition of Customer service.
