The document discusses customer satisfaction and outlines a process for organizations to focus on customers. It recommends determining who customers are and what attributes of products/services are most important. Organizations should arrange attributes by customer importance, measure satisfaction levels, and tie feedback to processes. The process involves implementing metrics, working on low satisfaction/high importance areas, continually updating customer input, and maintaining communication with stakeholders. The goal is to increase customer satisfaction through continuous process improvements.

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Customer Satisfaction
Process

2. Customer Focus
 Customer focus – more than sending out
surveys.
 Part of a process:
 leads to continual improvements
 In turn – result in customer satisfaction
 Resources are limited – apply where they do
most to improve customer satisfaction and
customer retention.
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3. Customer Focus (Cont…
 Process to meet goals:
 Determine who your customer are.
 Determine the attributes of your product or
service that are most important to your
customers.
 Arrange these attributes in the order of
importance indicated by your customers.
 Determine your customers’ level of
satisfaction with each of these attributes.
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4. Customer Focus (Cont…
 Tie results of customer feedback to your
process.
 Develop a set of metrics – that establish
performance and areas within the process
are having the greatest impact of
performance.
 Implement measurements at the lowest
possible level in the organisation.
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5. Customer Focus (Cont…
 Work on those processes that relate to
attributes that have high importance but low
customer satisfaction ratings.
 Work on those areas within the process that
offer the greatest opportunity to improve.
 Update customer input and feedback on a
continual basis.
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6. Customer Focus (Cont…
 As process improvements correspondingly
increase customer satisfaction, move on to
the process improvements that are next in
importance.
 Maintain open, continual communication
with all stakeholders on what is being done
and why and on what results are expected
and when.
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7. Customer Focus (Cont…
 Aggregate metrics organisation-wide into a
format for management review on a
continual basis and adjust as necessary.
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8. References
 Goetsch, D.L, Quality Management for
Organisation Excellence: Introduction to
Total Quality. 2014. Pearson Education
Limited: Edinburgh Gate
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Contact Details
Conrad Sebego-Principal Associate
Email: conrad_sebego@yahoo.ca
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Address: 13 Baobab Street, Noordwyk, Midrand, 1687
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