TM 311 - Informatn Tech Mgt & Organizat (52812)
Chapter 5 – Proofreading Exercise
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This chapter and the previous chapters discuss the importance of focusing on
customers, particularly when addressing organizational processes. The text states that
that one of the most important outcomes in a customer-focused culture is customer
engagement. Customer engagement can include customer redemption and
loyalty, as well as a willingness to actively recomend the brand and products.
Although customer engagemant can be influenced by many things, it is primarily a
function of the firms honesty and integrity and the relationships it has worked to build
with it’s customers.
The text also mentions that the fist step in being focused on costumers is to
understand exactly who your customers are. Most of us tend to think only of external
customers, but it’s important to remember that there are internel customers as well.
For this reason it is often more helpful to think in terms of customer-supplier
relationships as opposed to thinking of all customers as being simply consumers, or
end users. Eventually, it is hoped, everyone who remains steadfast in their commitment
to focusing on customers will do a fine job of satisfying not only their external
customers but also there internal customers as well.
Lastly, we should look at some of the methods for gathering and analysing the
voice of the customer. Comment cards and formal surveys are one way to solicit
customer input, as our focus groups, and direct cutomer contact. Whatever methods a
firm may use, they should be sure to carefully sort and analyze their data, since
customer satisfaction should be one of the primary objectives of any firm that wants to
suceed in today’s marketplace.