Summary
Highlights
The video introduces Module 8 of the diploma in competencies and skills for social and professional development, focusing on customer service, specifically internal and external client service. The facilitator, Katia Cañadas, shares a motivational message about consistency for success and outlines the module's objectives: defining internal clients, differentiating between internal and external clients, exemplifying customer service, and discussing tools for both.
The session clarifies that an internal client is an employee within the organization who needs support from other employees to perform their job effectively. Examples are given, such as colleagues in an inventory department or a teacher needing resources from the library. External clients are those who purchase products or use services from the organization, like a customer at a fast-food restaurant. The video stresses that while companies often prioritize external clients, neglecting internal client satisfaction can negatively impact the company's image and productivity.
Current internal clients often have high expectations regarding working conditions and service quality. However, a lack of empathy among colleagues and favoritism can hinder effective internal service. The video emphasizes building empathy, establishing clear processes, and ensuring mutual gain for all employees to achieve collective success. It details actions to understand internal clients, including identifying frequent contacts, defining their profiles and needs, and translating these into service improvements.
Satisfied internal clients, meaning employees whose expectations are met or exceeded, are more motivated. This motivation directly translates into better service for external clients. Internal client expectations range from fair compensation and professional development opportunities (like training) to a supportive work environment. The video explains that expectations are shaped by colleagues' experiences, personal needs, direct experiences, and internal communication, including internal advertising for job opportunities or benefits.
The value chain for internal customer service comprises strategy (mission, vision, objectives), processes (integrated activity management), procedures (sequential steps for service access), and attention (communication channels). Strategy guides the organization and employees in adding value and differentiating services. Processes ensure efficient operations and define how employees interact. Procedures outline the exact steps for obtaining services, such as a teacher borrowing a book from the library.
Various channels facilitate internal communication and service. These include digital platforms like the internet (e.g., digital libraries, online forms) and intranets (internal chat systems for employees), as well as traditional methods like phone calls, physical presence, and written communications (emails, suggestion boxes, instant messaging apps like WhatsApp or dedicated platforms like Microsoft Teams/Zoom). These channels are crucial for efficient daily operations and problem-solving among employees.
The video highlights a key principle: 'The first are the employees. If you take care of your employees, they will take care of your external clients.' This underscores the interconnectedness of internal and external client satisfaction, emphasizing that a motivated and well-supported workforce is essential for delivering excellent service to consumers.
An external client is someone who consumes a product or service offered by a company and is the ultimate recipient of the internal client's efforts. The video explains the purchase process by identifying different actors: the decisor (makes the final decision), the executor (handles the transaction), the influencer (advises on the purchase), and the user (consumes the product/service). An example of a family choosing a school for their child illustrates how these roles interact.
Companies employ various strategies to serve external clients, including optimizing product usage (manuals, maintenance), reducing risks (return policies, warranties), facilitating access (easy purchasing, credit lines), and providing direct customer service. Communication with external clients can be impersonal (advertising, public relations, sponsorships, sales promotions, merchandising) or personal (direct marketing, personal selling). Impersonal communication targets a broad audience, while personal communication is tailored to individual clients, often through phone calls or direct inquiries.
A summary video reinforces that both internal and external clients are equally vital for a company's functioning and growth. Internal clients (employees) are involved in product creation and service delivery, seeking personal and professional satisfaction. External clients (consumers) purchase products/services for their needs. Maintaining a balance and good relationships with both figures guarantees business success. Tips are provided for improving relations with internal clients (listen, motivate, teamwork, breaks) and external clients (monitor reviews, use social media, timely issue resolution, maintain quality).