Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
Customer Focus is key to the success of a business, but is a very broad term with many interpretations of “customer” and the specific “focus”. I would like to establish through this article the need to provide accurate measurements of the business performance in relation to an individual customer, so that the primary focus of the business is always on the customer. In addition I will discuss why such measurements are important and can provide a picture of the optimum interactions, which should add value to both the customer and the business.
Most businesses measure process performance like visits per day or first time fixes; both are very important productivity measures and key to business control.
They might also have Service level performance agreements in place with the customer, associated with response times, and independent customer satisfaction surveys may have been conducted.
What many businesses do not assess is the direct relationship between the two sets of measures, evaluated for each individual customer, so that the focus becomes particular to the customer. In part, the reason for a lack of focus is because many businesses measure what they can, not what they need to. In addition, measuring a specific quantity will result in that number being achieved, but sometimes in neglecting other important results.
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