Cost and Benefits of TQM. Colleges and universities have a variety of internal and external customers. 1.Name one internal and one external customer of a college or university? 2.How would each of the customers from (a) define product or service quality at a a college or university? Do any of theses views conflict and, if so, how? 3.Are a college or university's internal customers as important as external customers? Explain the rationale for your answer.