Internal and External Customers Internal and External Customers This lesson will consider the internal and external customer, how marketing is used to build and nurture customer relationships, and will begin to build your knowledge on the customer loyalty. For the purposes of an introduction to marketing, the more generic terms for the different types and characteristics of people with which an organisation develops relationships would include: We will now look at how we differentiate between the internal and external customer. Internal Customers Internal customers are those colleagues and departments within your own organisation.
The company is an advocate of CSR movements, especially those pertaining to sustainability in business. In the context of corporate social responsibility, Starbucks needs to account for the demands or interests of stakeholders, because the company is viewed not just as an organization for profit, but also as a citizen of society.
Thus, the firm must contribute to the improvement of society. Starbucks has already implemented various corporate social responsibility programs for its stakeholders.
Starbucks is effective in its corporate social responsibility efforts, although more effort is needed with regard to the stakeholder group of coffee farmers, as well as the issues of youth rates and tax avoidance in some regions. Employees baristas, partners Suppliers supply firms, coffee farmers Environment Investors Governments Employees.
Starbucks prioritizes employees in its corporate social responsibility efforts. As stakeholders, employees typically demand for better working conditions, job security and higher wages. Employees are also given wages above the legally mandated minimum wage.
InStarbucks boosted its CSR performance for this stakeholder group by giving scholarships to employees based on a partnership with Arizona State University. In some countries like New Zealand, Starbucks gives very low wages to juvenile workers youth rates.
These youth rates are often criticized. The firm can improve its corporate social responsibility performance by addressing such issue in this stakeholder group.
Starbucks considers customers as among its top stakeholders. The interests of this stakeholder group are high quality service and products, such as coffee and related beverages. For example, warm and friendly relations are emphasized within the company and in how baristas interact with customers.
Starbucks suppliers are composed of wholesale supply firms and coffee farmers. The main interest of this stakeholder group is compensation and a growing demand from Starbucks.
Farmers aim to increase coffee yield to generate more revenues. Starbucks addresses the interests of these stakeholders through a number of corporate social responsibility programs. Starbucks has corporate social responsibility programs for environmentally sound business. This significant figure shows that Starbucks is effective in addressing its corporate social responsibility to this stakeholder group, although there is room for improvement.
As in any business, Starbucks must address investors as stakeholders. Investors have interests in high financial performance of the company. Even though it suffered considerable decline inStarbucks has recovered and is on a growth path once more. In general, Starbucks complies with rules and regulations.
However, the company has been criticized for tax evasion in Europe.Internal Customers. Internal customers are those colleagues and departments within your own organisation.
Again in previous lessons we looked at internal functions and how marketing can be used internally for the flow of internal services and communication. Job description / Role. External Communications Manager - Starbucks - Kuwait Starbucks Coffee. More than a cup of coffee!
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Add the additional power of internal apps for employee communication to the customer-facing conversations your field workers have, and you can see why internal communication influences so much of your external marketing.
What does an internal communication strategy look like? Do you need one?
How should you write one? How long should it be? What is an internal communication strategy?. All of these phrases are used daily on my blog as people search through my content to help them create theirs.