Customer Focus

→ Customer focus might be the

most important principle of
quality management.The
customer is the ultimate judge of
quality goods and services.
• Customer Focus is the most important principle
of quality management because without customers
you don’t have a business

• Customers are the ultimate judge of the

quality of goods and services

•Customer comes from Japanese single

word“okyakusama”which means both “customer”
and “honourable guest”

•Customer focus is a key requirement of ISO 9000

: 2000
 CUSTOMER
SATISFACTION AND
ENGAGEMENT

How much your product, service, or

experience is liked or disliked by customers is
known as customer satisfaction. Both are
crucial when communicating with customers,
but providing a personalised answer and
establishing a rapport also need listening.
 CUSTOMER
SATISFACTION

● The ASQ define Customer Satisfaction

as “The result of delivering a product or
sevice that meets customer requirements.
“Customer satisfaction is vital to keeping
customer and growing a business.
● Customer satisfaction refers to the result of
delivering a product orservices that meets
customer requirements

● Customer satisfactionis also vital in keeping

customers and growing a business

● Customer satisfaction drives profitability

 CUSTOMER ENGAGEMENT

Customer Engagement is an
important outcome of a customer-
focused culture and organization’s
listening, learning, and performance-
excellence strategy.
Customer engagement refers to customers investment in or
commitment to a brand and product offerings

Characteristics of Customer Engagagement include :

● Customer retention and loyalty

● Customer’s willingness to make an effort to do business

with the organization

● Customer’s willingness to actively advocate for and

recommend the brandand product offerings
 The American Customer
Satisfaction Index(ACSI)
● In 1994, the University of Michigan Business
School And American Society for Quality
(ASQ) released the first American
CustomerSatisfaction Index, an economic
indicator that measures customersatisfaction
at the national level.

● The ACSI is based on customer evaluations of

the quality of goodsand services purchased in
the united states and produced by
bothdomestic and foreign firms with a
substantial U.S. market share.
 IDENTIFYING CUSTOMERS

The first step in being customer focused is to understand

who your customers are.

Most employees think that “customers” are those people

who ultimately purchase and use acompany’s products but
they are wrong these end users are called “consumers”

Customer and Consumer became the same person in cases

where someone purchases goods or services for personal
 1. Look at your client base
- Spend some time getting to
know the folks you now work with
rather than assuming the worst.
Exclude them from your list if
there are persons you don’t like
working with. Spend some time
examining their gender, age,
range, profession, geographic
region, and income level. Find
out from them why they choose
to work with you. You can quickly
get a decent sense of “who is
your who” by doing this.
 2. Consider their current habits
-Asking yourself ts question can
help you learn more about what your
ideal client reads. They Google
what? What details are they looking
for? Where are they looking to find
this data? Do they use Apple or
Android? Do they use a PC or a
mobile device? Do they frequent
Linkedin or Facebook? You can
easily find them if you know where
they are and what they are looking.
 3. Identify their goals
- Knowing what your ideal client
aspires to achive can be key
information for putting together
suitable marketing content. If,
for example, you are a fitness
trainer who targets brides-to-be,
knowing that your ideal client
has a goal of dropping two
dress sizes ahead of her big day
will instantly appeal to her and
have her listening to what you
have to say.
4. Identify their fears

People often make a purchase for one of two

reasons: They have a desire they would like to
be fulfilled or they have a problem that they
need to be solved. If you can identify a
challenge your ideal client currently fs and
“Bridge the gap” from their problrm to a solution,
it”s likely you will find yourself in high demand.
For instance, if you find yourself feeling like you
have aches and pains, you are likely to seek
the services of a physiotherapist. If you find
your vehicle running low on fuel, you would visit
a fuel station in order to fill up.
 5. Identify how they make their buying decisions

People make purchases in different ways. Some

purchase impulsively. Some take the time to
research, read reviews and look at alternative options
within the market. It's important that you know the
purchasing habits of your ideal client so you can
ensure they have the right resources there to make a
purchase. If, for example, your ideal client purchases
impulsively, ensure that you have a website with a
card payment facility. If your ideal client likes to
research and gain assusurance from other customers
before they invest, then ensure you have an online
facility where people can leave reviews and feedback.
This will be key for your potential clients who are
making a purchase decision.
 6. Ask yourself who would you like to work
with
It may seem obvious but if you enjoy working with
someone, the process is often much easier and the
results obtained are often much better. You need to be
excited about who you work with. If it doesnt excite
you, then it will make your business unsustainable. If
you could work with one demographic every day, who
would that be? What would you help them do and
what value could you deliver?
 7. What do they need
If you run a Facebook advert and are targetting everyone
the social platform can reach, I can guarantee the return on
investment would be poor. If you are selling pushchairs and
your advert is showing up on a 24-year-old single male's
Facebook feed, the likelihood of making a sale is slim. If
you already have a product or service, make a list of the
reasons why people would need what you offer, including
the changes it can provide in someone's life as opposed to
just listing the features.

If your efforts are to serve everyone, you will actually end

up serving no one. There are people out there who
geniunely need and value what you offer and are ready to
buy from you now.
 Customer Segmentation

●There are many different ways to approach

customer segmentation. Customer
segmentation might be based on geography,
demographic factors, ways in which products
are used volumes or exceed levels of service.
 Customer Segmentation
1. Friendliness
4. Control

5. Alternatives
2. Empathy

6. Information
3. Fairness 7. Time
 Understanding Customer Needs
Organizations first need to understand the drivers of customer satisfaction.
What does customer want or expect from our goods and services?
Attentive services
 Accurate bills
 Comfortable atmosphere

A credit card user might have the following expectations:

1. Applying for an account : Accessible, responsive , accurate, and
professional
2. Using the Card: Easy to use and hassle free, features, reasonable fees, and
credit limits
3. Billing: Accurate , timely and easy to understand
4. Customer Service : Accessible, responsive, and professional
Quality Dimensions of Goods and Services
David A. Garvin suggested that products have multiple dimensions of
quality.
1. Performance- A product’s primary operating characteristics
2. Features- the bells and whistle of product
3. Reliability- probability of operating for specific time and conditions of
use
4. Conformance-Degree to which characteristic match standards
5. Durability- amount of use before deterioration or replacement
6. Serviceability-speed, courtesy, and competence of repair
7. Aesthetics-look, feel, sound, taste or smell
 Key Dimension of Service Quality
1. Reliability- ability to provide what was promised
2. Assurance- knowledge and courtesy of employees
and ability to convey trust
3. Tangibles- physical facilities and appearance of
personnel
4. Empathy- degree of caring and individual
attention
5. Responsiveness- willingness to help customers
and provide prompt service
 Kano Model of Customer Requirements
Noriaki Kano- professor emeritus of the Tokyo University of science. He
suggested segmenting customer requirements into three groups:
1. Dissatisfiers (“must haves”) : basic requirements that customer
expected in a product or service.
2. Satisfiers (“wants”) : requirements that customer expressly say they
want.
3. Exciters/delighters (“never thought of”): Unexpected features

Providing dissatisfiers and satisfiers is often considered the minimum

required to stay in business. These can usually be identified from
surveys, complaints, and interviews with lost customers.
 Gathering the voice of the customer
 Customer requirements, as expresses in the customer’s own terms are called voice of the customer.
 Organization use a variety of methods, or “listening posts”, to collect information about customer needs and
expectations, their importance, and customer satisfaction with the company’s performance on these measures.

Customers Listening posts

1. Comment cards and Formal Surveys
2. Focus Groups
3. Direct customer Contact
4. Field Intelligence
5. Complaints
6. Internet and Social Media Monitoring

 Many leading organizations use a combination of multiple post s to gather customer information, and then cross-check
the results for validity and synthesize the information.
 Analyzing Voice of Customer Data

 Affinity diagram- useful tool for organizing

large volumes of information efficiently and
identifying natural patterns or groupings in the
information.
Affinity Diagram
 Linking the customers’ needs to design,
production and service delivery
Linking the customer requirements w/ the design,
production, and the service delivery process is
effective in business decision making/idea. Every step
needs to be manage to ensure that they add value,
reduce cost and provide time saving to the end
customer.
Building a Customer-Focused Organization
 Customer-focused organizations are much more likely to build a
business that works for customers and employees than other kinds of
companies. To make sure you’re on the right track, think about how
much your organization spends on each customer and whether this
spending really provides value to that customer; it has a clear and
consistent understanding of what their customer’s value, and how they
want those values to be met. The key to understanding this is to
understand the needs of your client base and how they want what they
buy to meet those needs.
 Customer commitment
 It is the degree to which customer expectations are met, and customer
performance exceeds expectations. Customer commitment does not
have to be based on feelings, as long as it is credible and real. And also
customer commitment is our valuable asset.
 We are living in a world where the customers commitment is very
essential, and I firmly believe that the customers commitment is the
degree to which customer expectations are met, and customer
performance exceeds expectations. Customer commitment does not
have to be based on feelings, as long as it is credible and real. And also
customer commitment is our valuable asset.
 Customer contact and interaction
 Leads to a better customer experience and is a vital aspect of business.
Customers come to you for a variety of reasons. You are their contact or
gateway for the purchase of products and services, which can be
delivered directly to their door. They are the key to customer retention
and loyalty and for making your company stands out from competitors.
This can be achieved when you know what consumers want and need,
as well as how to address their concerns and make them feel
appreciated. It is also how a relationship is formed with customers,
which enables you to provide superior products or services in exchange
for repeat business.
 Selecting and Developing Customer Contact Employees
 A selecting and developing customer contact employee is one of the most
critical tasks in any retail organization. The right combination of talent,
training and ongoing support can significantly improve your chances of
closing more sales.
 With a customer focus, it's important that employees develop and
maintain an effective working relationship with customers. To achieve this,
the customer contact employee needs to possess a variety of skills that
include effective listening and questioning techniques, as well as the
ability to handle difficult customer situations without losing their temper.
Other attributes include a willingness to work unpaid overtime, an
excellent telephone manner and good interpersonal skills.
Service Recovery and Complaint
Management
 Service recovery and complaint management empower employees to do their
jobs better, faster, and more effectively. It’s a way for customers to get help
quickly when things go wrong. Service recovery and complaint management is
important because it helps keep a customer’s experience with the company
positive. It also allows them to voice their concerns, giving the company a
chance to act in response, if they can’t resolve it there. A great way to help
with this is to make requests or complaints easy for customers to find and
manage. Transparency will also give customers a sense of security as they find
out how you handle complaints/issues so that when you do respond, they have
more faith in your ability to fix things for them.