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Customer Focus
SENA Centro Nacional de Formación Virtual y a Distancia.
CUSTOMER FOCUS
“All organizations have customers” and they “exist The author expresses that “the requirement is
to create and retain satisfied customers – those that implemented through the Demand Creation
do not do so, fail to survive”.According to the author, Process”. It involves the management system and
“it is essential for the survival of an organization the marketing process to satisfy customers. The
that it determines customer requirements”. Water marketing process tries to detect what customers
says that the determination of customer needs want to attract them to the organization with the
and expectations differs from the establishment of intention that their wants are satisfied. Also, the
customer requirements; for that reason, first the sales process makes contact with customers for
TECNÓLOGO EN GESTIÓN LOGÍSTICA
Customer Focus
SENA Centro Nacional de Formación Virtual y a Distancia.
existing products and services to make enquiries all the actors in the logistic chain. The company
and to know their needs, then those needs are firm needs to focus on all the parts of it to exploit the
orders. In this process, it is significant to determine organization’s full potential. Waters adds that “the
the customer requirements to match the benefits contributions from design, production, service
of existing products and services with the needs delivery, legal and regulation experts are vital to
and expectations of customers. Consequently, it is formulating a strong set of customer requirements
important to understand the needs before making from which to develop new markets, new products
a commitment to supply products or services. and new services. The research may identify a need
for improvement in specific products or a range
Understanding Customer Needs of products, but the breakthroughs will come from
Waters assures that in order to determine customer studying customer behaviour(sic) “.
needs and expectations you need to answer some
important questions. Determining customer
_ Who are our customers? needs and expectations
_ Where are our customers? need to be extent to other
_ What do customers buy? possible customers. The
_ What is value to the customer? organization can check
_ Which of the customer’s wants are not adequately the good distribution,
satisfied? import regulations or
distribution polices to
The answers to the above questions will enable satisfy new markets
marketing objectives to be established for: and actors in the supply
_ existing products and services in present markets; chain or to preserve the
_ abandonment of obsolete products, services and product and service life.
markets;
_ new products and services for existing markets; The author quotes Morris (1960), who argues that
_ new markets; customer’s needs analysis is necessary to show its
_ service standards and service performance; results to design customers’ requirements and to
_ product standards and product performance. “translate customer needs and expectations into
performance, physical and functional characteristics
The results of market research will be a mix of for a product or service”. If the organization
things. It will identify: misunderstands customer needs and expectations
_ new potential customers for existing products it will produce an inadequate set of requirements. It
and services; is therefore the most relevant stage in the demand
_ new potential markets; creation process where ideas and beliefs are tested
_ opportunities for which no technology exists; and retested to ensure that they really do reflect
_ opportunities for which no product or service customer needs and expectations.
solution exists;
_ enhancements to existing products and services. In order to know customer requirements is
necessary to gather data from the people involved
“The organization needs to decide which of these in the use of products and services to make decision
to pursue and this requires a process that involves” in the organization. “The data can be primary data
TECNÓLOGO EN GESTIÓN LOGÍSTICA
Customer Focus
SENA Centro Nacional de Formación Virtual y a Distancia.
MEETING REQUIREMENTS
Customer requirements need to develop customer satisfaction. Organizations need to do the necessary to
satisfy customers. If the organization interprets customers’ requirements, it can supply them according to
their needs and the statutory regulations. Water says that organizations only stay in business by satisfying
their customers but organizations can fail to survive if they do not also satisfy other stakeholders such as
their employees, regulators and society. People will only continue to work for organizations that treat them
fairly. Regulators can close down businesses if an organization breaks the rules and if all else fails, society
can influence government and so change the law to stop organizations behaving in a way that harms the
population not only of the host country but even the earth itself.
Each actor in the supply chain is a customer who constructs an operating system that meets the goals to
achieve in the chain.
In sum, Customer Focus integrates all the actors in the logistic chain with their needs and wants. Each one
is a customer to be satisfied in all his requirements under legal, environmental and statutory regulations. An
organization survives if internal or external members find their needs.
TECNÓLOGO EN GESTIÓN LOGÍSTICA
Customer Focus
SENA Centro Nacional de Formación Virtual y a Distancia.
ACTIVITY
Needs
Expectations
Determine
Surveys
By means of
Transfer Information
Meet Customer
TECNÓLOGO EN GESTIÓN LOGÍSTICA
Customer Focus
SENA Centro Nacional de Formación Virtual y a Distancia.
design products
Desing services
Requirements
To satisfy customer's needs
To know customer needs match benefits priorities
Expectations Search for new markets Preferences
Occupation
life style
Price
others
cost
To environment
health
Safety
Meeting Requirements
of
To develop customer satisfaction Actors in the supply chain to
Achieve goals
Customer Focus
REFERENCES
Waters, Donald. (2007). Global Logistics - New Directions in Supply Chain Management. (5th Edition).
Kogan Page Publishers.