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Unit 4. The Customer - Coggle Diagram

- - - - A person or an organization that needs to satisfy a need by acquiring a product or service.
  - - - It is a person who belongs to the organization, and who does not, by being in it, cease to require the provision of services by other employees.
    - - This is the person who does not belong to the company, but nevertheless is the one to whom the attention is directed, offering them a product and/or service.
        attention is directed to, offering them a product and/or service. As we can see, having two types of customers, we must be aware that we have to satisfy the needs that each one has, without neglecting one or the other.
- - - - William B. Martin tells us that in order to serve our customers, we must know their needs, such as the need to be understood, the need to be well received, the need to feel important and the need for comfort.*
        
        A. Need to be understood.
        
        Those who choose a service need to feel that they are communicating effectively. This tells us that we are correctly interpreting the messages sent by emotions and trying to prevent an inadequate understanding of the benefit that our client can obtain.
        
        B. Need to be well received.
        
        No one who is dealing with you and feels like a stranger will come back. The customer also needs to feel that you are happy to see them and that they are important to you.
        
        C. Need to feel important.
        
        Ego and self-esteem are powerful human needs. We all like to feel important, so anything we do to make the guest feel special is a step in the right direction.
        
        D. Need for comfort.
        
        Customers need physical comfort: a place to wait, rest, talk or do business; they also need the assurance that they will be properly served and the confidence that we can meet their needs.
        
        Knowing the customer's needs is a fundamental part of our company, we must carry out all the above points in order to improve the real needs required by the customer, all this with the sole purpose of providing a good service and satisfy the customer.
- - - - Reliability.
        
        The ability to deliver the service safely, accurately and consistently. Reliability means getting the service right the first time. Consumers may wonder if their suppliers are reliable.
        
        for example:
        
        whether the telephone, gas or electricity bill is an accurate reflection of the consumption.
      - Accessibility.
        
        Service businesses especially need to make it easy for customers to contact them and receive prompt service. A business that responds to customer phone calls, for example, meets this expectation.
      - Response.
        
        This is understood as the willingness to attend and provide fast service. Consumers are becoming more and more demanding in this sense. We want to be served without having to wait. Examples of responsiveness include promptly returning customer calls or serving a quick lunch to someone in a hurry.
      - Security.
        
        Consumers must perceive that the services provided to them are risk-free, that there are no dangers or doubts as to the quality of the services provided.
        
        for example:
        
        A customer should not have any doubts about the accuracy of his or her car repair.
      - Empathy.
        
        It means putting yourself in the client's situation, in his place to know how he feels. It is to take the client's place in terms of time which is valuable to him, in terms of knowing in depth his personal needs.
      - Tangibles
        
        The physical facilities and equipment of the organization should be the best possible and clean, as well as the employees, be well presented, according to the possibilities of each organization and its people.
- - - - The external customer is the final customer of the company, the one who is outside the company and the one who buys the products or acquires the services that the company generates.
  - - - The regular customer normally comes to the organization to satisfy a majority and easily identified need: food, transportation, thirst, recreation, recovery of optimal health, etc., while in the case of the internal customer for most people, even for many of the internal customers themselves, they only come to organizations to acquire money, when in reality, they seek to satisfy needs for affiliation, security, self-esteem, self-realization, power.
        
        In the case of the external customer, the scope of the set of needs is often wider and better known. When it comes to the internal customer, although many authors (Maslow, Mac. Gregor) have described the set of needs that can be satisfied through work, for most people the only or the main purpose pursued by a worker is the satisfaction of a physiological need by obtaining money, and they rarely recognize in others the needs for security, social, self-fulfillment and self-esteem.
    - - While it is clear to everyone that the fundamental way for the external customer to repay the satisfaction of a need is money, without ignoring the others, not everyone realizes that it is through their own physical and mental effort that the internal customer repays the satisfaction of a need. Most feel that they are doing a favor by paying the worker for his work and letting him work, while begging for the external customer to do them the favor of letting them serve him.
    - - The customer is the King say those who know that they depend on the external customer and recognize him as the only customer, and they are right, they depend on him to materialize their profit and he knows it, but as there is almost always no single supplier of a product or service and as the differences between the different suppliers are increasingly smaller and more difficult to achieve in the products themselves, they try to achieve it in the customization of the product to the type of customer, thus exalting the importance of the external customer.
        
        The internal customer is not as fortunate, as he has to face a market where labor suppliers are scarce and his peers, the other internal customers, are willing to do anything to get a job to satisfy their needs.
    - - Although this is the last characteristic, it is perhaps the most important, as it is the one that, in our opinion, most influences the fact that the existence of the internal customer is not recognized by all.
        
        The length of the service cycle through which the external customer receives the product that satisfies his needs is relatively very short compared to that of the service cycle that satisfies the needs of the internal customer.