Success through service Available to Purchase

An organization must provide total customer satisfaction, if it is to become a market leader. However, many organizations only provide lip service to this “blindingly obvious” philosophy. Emphasizes several ways an organization can avoid this hypocrisy and become truly customer oriented. The principal keys to success are strategy, people and culture. A customer‐driven strategy must be solution based, customized, distinctive and future oriented so that both the articulated and unarticulated needs of customers are satisfied now and in the future. This may mean being technology led as well as close to the customer, because customers often lack foresight (e.g. the Sony Walkman). Employees must be committed to customer satisfaction through inspirational leadership, empowerment in cross‐functional teams, and a customer‐focused corporate culture. People must instinctively try to satisfy customers, because they readily identify with their organization’s purpose.