ADM510 WK3-1

CREATING CUSTOMERS ORIENTATION

Ref: Evans & Lindsay Ch 4
Goetsh & Davis Ch !
Identifying Customers.
Who is o"# "sto$e#s%
External Customers and Internal Customers in &ota' ("a'ity settin)s
&he concet of deendency in s"**'ie#-"sto$e# #e'ationshi*
&#aditiona' vie+s of the #e'ationshi* ,-i).!-1 and -i) !-/ *)/150/112
3nde#standin) C"sto$e# defined 4"a'ity
Ao#din) to !eter R Sc"oltes5 67("a'ity 8e)ins +ith the "sto$e#9
Gio#)io Merli# in Total Manufacturing Mgmt $a:es the fo''o+in) state$ent
a8o"t "sto$e#-defined 4"a'ity:
- &he "sto$e# $"st 8e the o#)ani;ation<s to* *#io#ity
- Re'ia8'e "sto$e#s a#e $ost i$*o#tant "sto$e#s ,'oya' "sto$e#s2
- C"sto$e#s satisfation is ens"#ed 8y *#od"in) hi)h 4"a'ity *#od"ts.
Identifying customers needs
Ao#din) to =ho'tes:
The goal should be to exceed customers satisfaction, not merely meet them. Your
customers should boast about how much they benefit from what you do for them. To
attain this goal, you must collect reliable information on what they need and want from
your product and service
Sc"oltes six$ste strategy for identifying customers needs%
=*e"'ate a8o"t the #es"'ts
>'an ho+ to )athe# the info#$ation
Gathe# the info#$ation
Ana'y;e the #es"'t
Che: the va'idity of yo"# on'"sions
&a:e ations as indiated ,Read Goetsh Ch. !2
Identifying internal customers needs
Ens"#in) that e$*'oyees de*ends on eah othe# as individ"a' as +e'' as de*t.
Co$$"niation of needs to one anothe# is a ontin"o"s *#oess.
?ot to ass"$e o$$"niation +i'' @"st ha**en but encourage and facilitate
o$$"niations in any settin)s.
Mehanis$ fo# i$*#ovin) o$$"niation and 4"a'ity : (CA se'f-$ana)ed tea$sA
#oss de*t tea$sA i$*#ove$ent tea$s. ?ot on'y +ithin inte#na' "sto$e#s 8"t a'so
+ith s"**'ie#s. Co$$"niation ove# a "* of offee is a'so effetive.
&#ainin) a'so *#o$otes o$$"niation and he'* i$*#oves o$$"niation s:i''s.
=o as tea$+o#:.
Read : Co$$"niation +ith C"sto$e#s ,*). /// Goetsh2.
...a8o"t needs fo# ontin"o"s o$$"niation and its st#ate)y in &(
settin)s. Bdentify C"#an<s and De$in)<s vie+s.
Customers satisfaction and loyalty , #ead Evan h 32
C#eatin) satisfied "sto$e#s
Exected &uality
Actual &uality
'esign &uality
!ercei(ed &uality , Re'ate to C"sto$e# D#iven (C *) 15! -i) 4-/2
Bdentifyin) "sto$e#s
=o$e f"nda$enta' 4"estions to identify the$.
What *#od"ts and se#vies a#e *#od"ed%
Who "se these *#od"ts and se#vies%
Who do e$*'oyees a'' o# +#ite to%
Who s"**'ies the in*"t to the *#oess%
Customers segmentation
C"sto$e#s havin) diffe#ent #e4"i#e$ent and
eD*etation..)eo)#a*hia'A "'t"#a' as*ets.
A"to$o8i'es and e'et#ia' needs in va#io"s o"nt#ies diffe#s.
C"#an s"))est 'assifyin) "sto$e#s in / )#o"*s5 the vital few and
useful many. &e'eo$$"niations se#vies an 8e se)$ented as
fo''o+s: #esidentia' "sto$e#sA 8"siness "sto$e#sA 3
#d
*a#ty
#ese''e#s and they a#e ha#)ed and se#ved diffe#ent'y.
=o"#e : Ea@i =a"di