1. © 2011 South-Western | Cengage Learning GOALS LESSON 2.1 IDENTIFY CUSTOMERS Describe why and how companies identify external customers Explain the importance of serving internal customers well

2. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 2 2.1 Customers External customers are the people who buy a company’s products or services. Internal customers are the people within an organization who rely on one another for the information and resources they need to perform their jobs.

3. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 3 2.1 External Customers Companies spend a great deal of time, effort and money to create descriptions of their external customers. By analyzing descriptions of customers, companies can Identify products customers need and want Identify prospects Target advertising

4. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 4 2.1 Demographics Age Gender Ethnic group Income level Family size Occupation Educational level

5. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 5 2.1 Database Information Computerized databases of customers can be used as starting points for analysis. Companies connect demographics with database information to learn about buying patterns.

6. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 6 2.1 Types of Internal Customers Restaurant Chef  Wait Staff TV News Anchor  Research Staff DoctorNurse Airline Pilot  Ticket Agent Customer Service Representative  Marketing Personnel

7. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 7 2.1 Help Internal Customers Do Their Job Ask internal customers what they need Honor commitments to internal customers

8. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 8 2.1 Service Level Agreements Service level agreements (SLAs) specify the services expected of each department and the time frames in which services are to be provided.