Seven,Steps,Customer-Focused,C business, insurance Seven Steps to a Customer-Focused Company
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There are a few common imperatives shared by allsuccessful customer-focused companies. Scholars may debate the exact number orwording, but it is universally agreed that to create a well-integratedorganization, these basic characteristics must be in place. If any of theseessential ingredients are missing, no organization will achieve its fullpotential.A Customer-focusedVision: Nothing is more important than aclear vision. In a customer-focused organization, the vision that is not justmaking money, but has the customer as a central element. Every person shouldunderstand what that vision is -- and how their role within the organizationcontributes directly to the implementation of that vision. A well-defined andwidely shared and understood vision will allow the organization to work inalignment towards serving your customers well.1. Inculcatethe Voice of the Customer: Understand your customer intimately. Make sureyour decision-making process includes their voice at the table. Evaluate allyour processes and procedures to ensure they are designed with the customer inmind -- not the organization. You will revolutionize your own behaviour andcreate linkages to your customers your competition will never duplicate.2. Be aStudent of the Best: Be a life-longlearner. Study the methods of other successful companies, and share yourlearning in return. Japanese companies learned how to be great after World WarII. Some North American companies have made great comebacks after studyingthose from around the world -- while other have chosen not to learn andsuffered greatly as a result (American Auto Industry comes to mind.)3. EmpowerYour Customer Champions: Mostemployees want to serve customers well. When the organization demonstrates thatproviding exceptional service in an organizational priority, and that theemployee are critical to success, then employees will rise to the challenge andamaze you with their commitment to exceed customer expectations.4. Breakthrough the Barriers to Success: Toomany organizations have processes and procedures in place that inadvertentlycreate artificial barriers to successfully serving customers. Procedures andprocesses are designed with the organization in mind versus the customer andresultant, the customer is unclear or frustrated. Are your sale processes clearto the customer, are your invoices easy to read and understand, do yourpolicies make sense from the customers perspective?5. MeasureWhat Matters: Mostorganizations have measures in place. Successful organizations have the rightmeasures. Measures that are aligned to their overall vision and that informthem on how they are doing with their ultimate judge of success. Measures ofsatisfaction, loyalty and intent to repurchase are just as important as profitand how long to answer a call. Successful organization measure and track theirperformance against their past performance, the customer desires and benchmarkagainst others who are the best at what they do. 6. Lead byExample: Today, topcorporate leaders personally put the customer first. They demonstrate theirorganizations vision in the way they lead each day. They believe and invest inpeople, constantly seek new and better methods, build customer-focused teamsand celebrate performance that serves the customer.Im not going to pretend that being customer-focusedis easy -- because its not. It requiresan absolute dedication to the cause, starting from the top, right on downthroughout the organization. But theimperatives are relatively simple.
Seven,Steps,Customer-Focused,C