Customer focus- a over view with respect to ISO

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Customer focus- a over view with respect to ISO

• Krishna Kumar

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Customer focus

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

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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.

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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.

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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.

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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
  

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Key to customer focus

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

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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.

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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.

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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

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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.

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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.

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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

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Customer requirements-needs expectations

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

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Determining the needs

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

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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

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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.

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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.

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Meeting society requirements

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

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CUSTOMER Delight

• Exceeding customer expectationfor competitive
  edge.
• WOW factor.
• OUCH factor undesirable occurrence.
• Recovery of ouch situation

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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.

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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.

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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.

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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.