Customer focus- a over view with respect to ISO

Krishna Kumar

Customer focus
Focus Focus gives the organisation the power to not only perform well but also to excel.

Customer focus orientation

A customer is the most important visitor in our premises. He is not dependent on us. We are dependent on him. he is not interruption in our work. he is the purpose of it. He is not outsider on our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so..Mahatma Gandhi.

Customer focus
The iso 2000 version also embraced customer focus & which is achieved by ensuring the following: Meeting customer & regulatory requirements. Assuring conformance of product quality consistently. Exceeding customer expectations by constantly enhancing quality levels.

Organisational aspects
To identify and understand the customers. To determine their requirements and expectations. To establish the means of meeting and exceeding these requirements and expectations.

A rule for all organisation

Little things that make you know customer better are significant, not trivial, So attention to these make all the difference

Key to customer focus

The ability to anticipate the needs of: Existing loyal customer. Potential customer Dissatisfied customer Competitor loyal customer.

Our Customer
The customer is any one on whom our product has an effect. External customer. Internal customer are user of our In- process Out puts". They add value to the inputs received and after value addition, passes it on to the next stage, which becomes their internal customers.

Understanding the customer

Our customer is the reason for the existence of our organisation. It is for us as a supplier to understand :
Who are our customers. What are their needs and expectation/aspiration. How do we meet these needs & expectation. How do we exceed these needs & expectations. Answers to the above should be determined on a continuous basis.

Understanding the customer

To meet the requirements ,organisation should ensure that:
We never break the promise. We never promise more than what we can do. We give them a little more than they require or expect. We never under estimate competition

Understanding the customer

A customer has certain rights which every organisation must essentially accept and honour. They are right to:
Proper & adequate education. Complete ,correct & honest information. Health and safety Select products as per choice To be heard. Enjoy the products purchased. Re- dressal in case of dissatisfaction.

Customer requirementsneeds & expectations

Determination of these attributes is extremely important, as they are the goals that the organisation is to meet and exceed. Stated needs: customer stated needs are vital & require to be met the products. They are required for design and development, production &assessment for basic functioning of the product.

Customer requirementsneeds & expectations

Implied needs: Corresponds to known and required needs of the product .Essential & require to be met. It is require for the safe and satisfactory performance of the product. Expectation: additional attributes wished to be built, desired never stated. They are adds on ,required to pull new customer

Customer requirementsneeds & expectations

Delight: absolutely unexpected, pleasing tangible or untangible,free accompaniments They are surprises for delighting customers.

Determining the needs

Complete and detailed information. Adequate for the purpose. Clear . Measurable. Tolerance of acceptable & achievable levels. Specify methods of measurement & test.

Determining the expectation

Make sure they are understood from customers view point. May be based on the following attributes:
PERFORMANCE FEATURES CONFORMANCE RELIABILITY DURABILITY SERVICEABILITY AESTHETICS PERCEPTION

Meeting Customer needs and expectation

Keep your customer coming back and not your products. The entire purpose of focusing on the customer is to ensure that to meet & exceed customer need & expectation Develop customer & goals approach :to achieve customer satisfaction & customer driven organisation.

Meeting Regulatory requirements

An organisation that does not follow regulatory requirements cannot be expected to follow voluntary requirements in the true spirit.
Organisation should determine, follow, monitor and endeavor to improve all regulatory requirements in letter and spirit.

Meeting society requirements

Protecting the environment. Conserving the resources Avoiding wastage in any form.

CUSTOMER Delight
Exceeding customer expectationfor competitive edge. WOW factor. OUCH factor: undesirable occurrence. Recovery of ouch situation

Customer perception of Quality

Product Quality is customer perception related.
Deliver what ever you promise, do not promise more than you can deliver. Provide help ,support,& care for the customer. Accept faults and endeavor to avoid repeating them. Display your knowledge with humility.

Customer Complaints
Customer complaints are opportunities to convert dissatisfied customer into satisfied customer. Complain is attended to at highest priority & with full sincerity. Complain is handled at all levels, in professional & trained manner.

Customer satisfaction
Fulfillment of requirements and expectation of the customer. Enhancing the level of satisfaction ensures customer retention. Measurement of customer satisfaction is not most important activity to ensure customer satisfaction since it is sort of post mortem Customer retention is through proactive & reflective handling of the problem.

Customer care & support

Sweden is the first country to monitor customer satisfaction in a national level. Customer care instills a feeling of confidence in customer that organisation values them.