Aligning Internal and External Customer Expectations
Often in businesses, the emphasis on meeting external customer needs often overshadows the critical importance of internal customer satisfaction. The interplay between departments within an organization can significantly impact overall efficiency and, consequently, the external customer experience. This case study delves into a real-world scenario where internal misalignment led to external customer dissatisfaction, highlighting the need for robust mechanisms to address internal customer relations.
Challenge
During a training session for a healthcare product provider’s sales team, where the focus was on understanding Continuous Improvement concepts. A perplexing issue emerged during a discussion on problem-solving — despite clear communication to external customers about an 15 day delivery timeframe, the sales team faced persistent follow-ups from customers starting as early as day 5th. At first glance, the issue seemed either customer-driven or a communication problem. However, a deeper examination revealed a crucial internal challenge.
Internal Customer Alignment:
These preemptive follow-ups were rooted in a historical defect rate over 30%, in delivery timelines. Since the clients operations were sensitive and heavily dependent on timely delivery, to avoid disruptions, customers sought reassurance through early follow-ups. Internally, the operations and sales departments faced critical issues. The operational definition lacked clarity, leading to ambiguous expectations. Furthermore, the basis for setting an 15 day target was unclear, and a capability study would reveal a significant 30% defect ratio, questioning the viability of the target.
The Root Cause:
The primary cause was the organization’s tendency to prioritize external customer needs over internal customer alignment. Departments often operated in silos, focusing on their specific deliverables without establishing robust mechanisms for internal cohesion. In this case, misalignment between operations and sales not only affected the internal workflow but also had direct repercussions on external customer satisfaction.
Establishing Robust Internal Metrics:
The organization decided to take some strategic steps to address the root cause. These involved clarity on the operational definition within departments, ensuring a shared understanding. The basis for the TAT days target was reevaluated, considering the actual capabilities revealed by a comprehensive capability study. This realignment fostered a unified approach, enhancing communication and collaboration between operations and sales.
The clarity in operational definitions and realistic target setting minimized disruptions, enhancing the overall reliability of the product delivery timeline. By acknowledging and addressing internal customer needs along with the external ones, the organization can not only rectify issues like mentioned above but also lay the groundwork for sustained operational excellence.
Key Takeaways:
- Importance of Internal Customer Alignment: Emphasizes the vital function of internal customer satisfaction in providing a consistent external customer experience.
- Operational Clarity and Communication: Ambiguities in operational definitions and communication can lead to substantial disruptions. It is critical to have clear communication and processes in place.
- Capability Study for Realistic Targets: Setting goals without a thorough understanding of operational capabilities might lead to dissatisfaction.
- Continuous Improvement Across Departments: Continuous Improvement methodologies should extend beyond external customer-focused activities to internal processes, establishing a culture of collaboration and alignment.
Conclusion:
This case study exemplifies the profound impact of understanding the need of internal customer. By recognizing and rectifying these gaps, the organization can set the foundation for long term sustainable success. A holistic approach that considers both internal and external customer needs is paramount for achieving operational excellence and delivering unparalleled customer satisfaction.
At Immensa Consulting, we help organizations by developing skills and streamlining operations and processes. Our services focus on Performance Excellence through Operational and Process Excellence Consulting, Projects Consulting and Continuous Improvement Training/Workshops.
To learn more about our services at Immensa Consulting, and how we can assist your organization in achieving Performance Excellence, please don’t hesitate to contact us at info@immensaconsulting.com or visit our website https://immensaconsulting.com/