Significance of internal customers internal customers relationship plays a critical role in the business's success. When a sales representative needs assistance from a customer service representative to place an order, and if he is not able to work well with customer service, he may have greater difficulty placing orders or obtaining answers to his external clients questions resulting in a poor level of service. strained internal relationships can also adversely affect company morale. Significance of external cause customers. external customers are essential to the success of any business as they provide the revenue stream through their purchases that the enterprise needs to survive. Satisfied external customers often make repeat purchases, as well as refer your business to the people they know.

A customer who suffers through a negative experience with your business, such as being treated rudely by an employee can also hinder the business by discouraging others of using your products or services.