Treatment of Internal and External Customers: A Case of Steven Madden Limited

Running head: INTERNAL AND EXTERNAL CUSTOMERS 1
TREATMENT OF INTERNAL AND EXTERNAL CUSTOMERS: A CASE OF STEVEN
MADDEN LIMITED
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INTERNAL AND EXTERNAL CUSTOMERS 2
Introduction
People who buy a company’s services and products are invested in the utility and
pleasure of the services and products the company provides (Raza & Hanif, 2013). In addition,
managers and employees are invested in the organization as a workplace, and to grow
professionally and personally so as to earn a livelihood, hence may as well use the organization’s
services and products.
Introduction of Your Organization/Business and a Review of Internal Customers
My organization is a publicly traded organization known as Steven Madden Limited.
Based in Long Island City, New York, the organization’s operations are designing and marketing
fashion accessories and shoes for children, women, and men. Employees are the internal
customers, and the organization gives them a satisfying experience so that they can have a reason
to continue working for the company. Steven Madden meets the needs of its employees hence
they come to work with an intention of doing a good job and a positive attitude.
A Review of External Customers
Steven Madden’s external customers include children, women, and men. According to
Chuang & Liao (2010) without external customers, a company would lack a reason to be in
business due to a lack of revenue. The organization designs and markets fashion accessories and
shoes with an aim of satisfying the needs of customers and pleasing them. To achieve this, the
organization solicits the customers’ opinions via informal conversations and formal surveys and
has adopted “the customer is always right” adage.