The Customer Driven Organization

Internal Vs. External Customers Internal Customers: Work in your company and rely on the work of others in order to do their job effectively. External Customers: Buy your goods and/or services

What is a Customer Driven Organization? A customer driven organization is one that: Listens to its customers Integrates customers into its business and vice versa Provides customer focused solutions Has a culture which positively embraces the customer Eg. Customer Surveys: Questionnaires, Comment Boxes, and Feedback Hotlines

Benefits of Being Customer Driven The organization gains the following benefits: Loyalty of Customers Focus on value added Service as a differentiator Market information Higher profits

Benefits of Being Customer Driven Loyalty of customers Customers will stay where they feel they are being valued Customers will receive what they require Customers will trust the organization Business will be protected from the competitors

Benefits of Being Customer Driven Focus on value added The organization will focus its resources on the activities which add value for the customer Customer driven operations focus on what the customer wants Core competencies can be identified and developed so as to deliver what the customer values Black & Decker – Small Voltage Motors

Benefits of Being Customer Driven Service as a differentiator Quality of product or service is taken as a prerequisite for doing business - service is what differentiates customer driven organizations Service will increase loyalty Service becomes a cultural aspect as well as a functional aspect of the organization

Benefits of Being Customer Driven Market information Having excellent links with customers provides an organization with access to information on the market Market growth rate Competitor activity Customer buying trends Requirements for new products and services