An external customer is a customer who purchases a company’s products or services but is not an employee or part of the organization. For example, a person who goes to a retail store and buys merchandise is an external customer. Businesses spend most of their time meeting the needs of external customers to ensure satisfaction.
The ultimate goal of a company is to provide what customers want and need and to make sure that they are happy with their purchase. This way, customers will keep coming back and also spread positive feedback about the company. They are called external customers because they come from outside the organization. They are important to the success of a business because they are the source of all the revenues that keep companies thriving. Through their purchases, customers keep enterprises flourishing. Satisfied customers make repeat purchases, and they also tell others about their experience with a company’s product or service. When pleased with what they receive, they refer a business to other people they know. On the other hand, customers who encounter a negative experience, such as poor customer service, will most likely not buy again. They can affect a business by dissuading others from purchasing its product or service. It is important for companies to build a good relationship with external customers. By providing the best solutions, training employees and maintaining a high level of service, businesses can gain the trust and loyalty of customers.