Whenever we talk about customer focus, we imagine that we are referring to the backbone on which any business is supported. For the simple reason that, without it, no business would be able to design, develop or offer products and / or services to meet the wide variety of needs in this arena called the market.
So important is the focus on the customer that even, at a global level, is the basis of the Standards that govern the Quality Management Systems, such is the case of 9001, which has it as a first principle, because the policy of objectives and quality of the organization is supposed to be based on this.
The customer focus is on achieving and maintaining customer satisfaction.
Having said that, I would like to ask: Is this true? Can we really talk about a true customer focus in all businesses today?
The answer is very simple, NO.
If I dare to say this, it is because through my years of experience, working with and attending to companies as diverse in turn as in size and philosophy, I can attest to the fact that in most of them there is no infrastructure, no methodology that allows them to take customer satisfaction to a higher level, a level where outside the product/service offered, there is something additional that distinguishes them from the rest, something that allows them to have an insurmountable loyalty from the customer, that is, a value.
It is here, in the generation of such value, where the issue of business processes becomes important. Why?
Because through process management, barriers between functional units are eliminated and approaches to the main goals of the organization are unified. Thus, the business will be able to organize and manage activities in such a way that it will create a cycle of identification of areas of opportunity and continuous improvement whose aim is the constant generation of value for the client, both internally within the Organization and externally or to the final client.
In an increasingly globalized economy, the only way to ensure our continuity is to have the ability to always transform ourselves to distinguish ourselves from others.
Through the process management supported by the true customer focus, we will be able to achieve this transformation, since in this way we will stop being the providers of products and/or services, to become the providers of experiences and value.
A company totally dedicated to customer service will have only one concern about profits. They will be frighteningly large. – Henry Ford
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