Think you don’t work with customers because your stakeholders aren’t called ‘customers’? Think again.
Everyone is a customer.
The concept of a customer is often limited to those who walk into a store and purchase a product or service. However, the reality is that everyone is a customer in one way or another. Whether we are seeking a service or support from an organization, or simply paying for an experience, we all have the ability to choose where we receive what we need and expect a certain level of satisfaction in return. Understanding this concept is crucial for businesses and organisations of all kinds as they strive to meet the needs and expectations of those they serve.
So who is a customer? Here’s an easy one…
Fans! Fans are customers of their favourite sports teams, musicians, or celebrities. They may not always be buying a physical product, but they are still paying for the experience of being a fan through ticket purchases, merchandise, and other means of support. These fans expect a certain level of entertainment and enjoyment from the team or artist they are supporting, and if their expectations are not met, they can and may choose to support someone else.
Controversially, patients are customers. Even though they may not all be paying for their healthcare directly, they are seeking a service – medical treatment – and have a choice in where they receive that service. Hospitals and other healthcare providers must work to meet the needs and expectations of their patients in order to retain their business. This includes providing high-quality medical care, but also addressing the non-medical needs of patients, such as comfort and convenience. If you or a close relative needed long term hospital care, would you choose the hospital with rave reviews from other patients about the care, facilities and bedside manner or the hospital with 1 star reviews? Seems like a no-brainer.
Having worked in the higher education system, many are relunctant to refer to students as customers but of course they are customers of their schools and universities. They are paying for the education and resources provided by these institutions and have the ability to choose where they receive their education. As such, universities must work to provide a high-quality learning experience in order to keep their students satisfied or risk losing them. This includes not only the quality of the education and teaching itself, but also the availability of resources and support services, such as career support and social clubs.
And a final left-fielder? Your co-workers can also be considered customers. Within a company, employees may rely on certain resources or support from other departments or individuals in order to do their job effectively. They are essentially “customers” of these internal resources and expect them to be available and effective in helping them do their job. For example, an employee in the marketing department may be a “customer” of the design team, expecting them to produce high-quality graphics for marketing materials.
The concept of a customer extends far beyond just those who make purchases. Everyone is a customer in one way or another, whether it’s through supporting a sports team, seeking medical treatment, paying for education, or relying on internal resources in the workplace. Understanding and meeting the needs and expectations of these customers is crucial for the success of any business or organization. By recognizing that everyone is a customer, we can and should strive to provide the best possible experience or service to all those we encounter.
