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Customer Focus and Satisfaction

The document discusses the importance of customer focus in operations management, emphasizing the need to prioritize customer satisfaction and understand their needs. It categorizes customers into internal and external types and highlights the significance of well-trained front-line employees in delivering excellent customer service. Additionally, it outlines quality dimensions of goods and services and introduces the Kanu model of customer requirements, which includes dissatisfiers, satisfiers, and exciters.

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Daliva Rico B.
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6 views2 pages

Customer Focus and Satisfaction

The document discusses the importance of customer focus in operations management, emphasizing the need to prioritize customer satisfaction and understand their needs. It categorizes customers into internal and external types and highlights the significance of well-trained front-line employees in delivering excellent customer service. Additionally, it outlines quality dimensions of goods and services and introduces the Kanu model of customer requirements, which includes dissatisfiers, satisfiers, and exciters.

Uploaded by

Daliva Rico B.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INTRODUCTION TO OPERATIONS MANAGEMENT AND TQM

Definition:

Customer focus is an approach or strategy in business that prioritizes customers’ needs,


expectations, and satisfaction above all else.
It involves understanding and addressing customer preferences, providing excellent
customer service, and consistently delivering customer value.

Customer satisfaction is not an objective statistics but more of a feeling or attitude. If a


customer is happy with a product or a service it has hired or purchase they will pay their bills
promptly, which greatly improves cash flow-the lifeblood of any organization. Customers that
are satisfied will increase in number, buy more, and buy more frequently.

Two types of customer


1. Internal Customers- the recipient of another's output within the organization
Examples of External Customer
 Direct purchaser
 Influencer

2. External Customer- organization and the consumer, but not part of an organization
Examples of Internal Customer
 An employee relying on IT for technical support.
 A marketing team relying on the sales team for leads.
 A HR department providing services to employees.
 An employee needing a manager's approval to complete a task.

Customer Care-Front-Line People


- Customers are the most valuable assets of any company and should not be referred to
employees who have not been trained to handle their complaints.
- Only the best employees are worthy of a company's customers.
- Three things are very important about the front-line employees:
1. Hire the best.
2. Develop the best employees into professionals.
3. Motivate the professionals to stay and excel.

Operations Management

Customer segmentation
Segmentation
 allows a company to prioritize customer groups
 Considering each group the BENEFIT and the CONSEQUENCES

UNDERSTANDING CUSTOMER NEEDS


Quality Dimensions of Goods and Services
o PERFORMANCE - primary operating characteristics of a product
o FEATURES - 'bells and whistles' of a product
o RELIABILITY - probability of a product to survive over a specific time
o CONFORMANCE - degree to which physical and perforance characteristics match pre-
established standards
o DURABILITY - amount of use a customer gets before it deteriorates
o SERVICEABILITY - speed, courtesy and competence of repair work

THE KANU MODEL OF CUSTOMER REQUIREMENTS


• DISSATISFIERS ("must haves"- basic requirements that customers expected in a
product/ service
• SATISIFIERS "(wants") - requirements that customers expressly say they want
• EXCITERS/DELIGHTERS ("never thought of") - new or innovative features that
customers do not expect

References:

https://www.scribd.com/document/484063092/3

https://totalqualitymanagement.wordpress.com/2008/09/12/customer-focus-and-satisfaction/

https://www.scribd.com/doc/29422834/Chapter-7-Customer-Focus-and-Satisfaction

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