MediaEclat

Taking Care of the Customer

James Byrd

Digital Marketing Coach

April 24, 2025

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Taking Care of the Customer by James Byrd

The key challenge for any firm is finding a balance between the needs of both internal and external customers. A company must, to a meaningful extent, meet the expectations of its external customers—those for whom products and services are ultimately created—while also supporting the internal customers, the employees responsible for delivering those offerings.

At some operational cost, both sets of needs must be consistently met—and ideally, exceeded.

The focus should be on maintaining positive sentiment among all customers. In the real world, it's not enough for most customers to be satisfied—we need all customers to feel valued. This alignment generates synergy.

Accountability plays a big role here. Don’t just read notes from the suggestion box and toss them in the trash—respond, act, and follow through.

Some remedies:

1. Stay connected – Keep in touch regularly with both internal and external customers through meaningful channels. Listen, respond, and engage.
2. Address complaints promptly – Every complaint is a chance to improve. Handle them with urgency and care—they fuel growth and continuity.
3. Anticipate needs – Build internal systems (like cross-functional teams) that can forecast and proactively meet customer expectations.
4. Practice empathy – Put yourself in the customer’s shoes, whether internal or external. Reasonable expectations and outcomes should guide your approach.
5. Build strong teams – Promote collaboration and morale within the organization. A unified internal culture reflects outwardly in the quality of your services and products.

Ultimately, by meeting and exceeding expectations on all fronts, the organization not only nurtures loyalty and trust—it also boosts its bottom line.

Source: Michael M. Lombardo, September 2014. FYI: For Your Improvement – Competencies Development Guide, 6th Edition. Retrieved from http://amzn.to/2a4psSI