Customer focus means that there are conscious efforts on the part of the company to understand and anticipate the customer needs and expectations better. To understand the customers needs better and focus on their unique needs, the companies segment their customers based on their buying behaviours, use of products and services, or any other criteria which enables the companies to focus on the specific groups of customers. By such grouping companies can select the target groups and direct the strategies to meet those needs most profitably. A customer focused company creates more loyal customers, who generate more lifetime business through positive referrals.
Basic drivers for understanding and anticipating customer needs are:
- Classifying customers in different segments based on structured criteria
- Gathering customers’ needs and expectations through structured mechanisms (surveys, focus groups etc.)
- Understanding how customers use a company’s products and services
- Being aware of competitor’s offerings
- Proactive involvement with customers for their future requirements and plans
- Customer perceptions and needs – particularly differences among key customer segments, must be addressed through strategic planning to build the required capabilities (products, technologies, service levels, employee training etc.)
- Designing management systems to be responsive (promptly and effectively) to customer’s queries
- Determining, measuring, and improving the right factors that drive customer satisfaction
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