Customer focus- a Customer focus- a over view with over view with respect to ISOrespect to ISO

Customer focus- a Customer focus- a over view with over view with respect to ISOrespect to ISO

Krishna KumarKrishna 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 requirements-needs & 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 requirements-needs & 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 requirements-needs & 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 customer’s 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 expectation…

for 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.