Professional Documents
Culture Documents
Improving Customer Orientation
Improving Customer Orientation
In order to really make progress the customer orientation concept has to be anchored
in overall strategy. Processes within the company have to be examined and subjected
to development along the internal customer-supplier chain. Implementation is
supported by suitable monitoring instruments with which the achievement of the
relevant targets can be systematically tracked.
In addition the leadership and feedback system (key data, management appraisal etc.)
should be oriented towards the concept. This then means integrating customer
orientation in the development of executive staff and the workforce, the agreed goals
and recruitment policies.
Customer orientation can very much be regarded as a long-term and complex subject
for corporate development. When consistently and comprehensively approached it
equally covers strategic, cultural and behavioural aspects, as well as operational and
methodological factors. Such a holistic approach is necessary if real results are to be
achieved and provide more than just a few polite slogans on the telephone.