Customer Focus Aspects In Top Quality Management Management Essay

Customer focus is just taking care of of EXCELLENT Management and identifies paying keen focus on improving client satisfaction which is targeted at customer retention, increasing customer devotion, while at exactly the same time increasing profits in the business, company or organization. It really is about making use of the customer's thoughts and opinions into creation of something or product and getting employees to check out the procedure of service or product creation through the eye of the customer. Customer satisfaction does not come easy and demands software of customer relationships management. There is a common expressing that customer is definitely king and true to it, businesses prosper depending how well they treat their customers. Satisfied customers can not only keep coming back for more, however they will also bring along other customers, hence making the business popular and assisting it to gain a competitive advantages over rivals (Adrian, 2010, p. 1).

1. 1 Classification of terms

In order to bring the meaning of customer emphasis and related conditions better home, this first chapter will look at description of terms that'll be referred to over and over throughout the newspaper.

1. 1. 2 Customer Relationships Management (CRM)

Customer relations management is a term that can be used in referring to a strategy that combines scientific techniques and business strategies in seeking to understand who a person is, what they do and what their needs are, to be able to create products and services made to meet up with the specific needs of clients. Customer relationships management in relation to customer focus assists to bring out the best in customer value and behavior which influences their devotion to and satisfaction from the business, company or firm in question (American Association of University Administrators, p. 1).

CRM is a strategy which, when well put in place, goes quite a distance in controlling the interactions between a corporation and its customers, both existing and probable. CRM in relation to improving customer target in universities performs an essential role in understanding the customer in cases like this the student, and what their needs are, and tailoring the assistance (teaching services) to suit the needs of the client. The overall goals of CRM is to find, entice, nurture and maintain customers at the same time reducing the costs of customer support without compromising the quality of services offered. However, execution of CRM in a school setting can't be successful unless the employees are fully convinced about the need of the organization's positioning towards its customers. Employees want to do away with the mentality that their customers come and go and hence it does not matter much the grade of services they acquire from the organization. If you need to, there has to be training for the employees in regard to how to approach customers, whether it is for just one time encounter or for a life-long process (North american Association of Institution Administrators, p. 1).

1. 1. 3 Top Quality Management (TQM)

In any business that hope to stick out that beats all others in the industry, EXCELLENT Management is a factor that they can not afford to disregard. It's the broader element that encompasses customer concentrate and refers to a participatory management strategy that lays focus on total staff commitment and devotion to customer satisfaction, which is the whole substance of customer concentration. TQM is a all natural procedure that has helped lower the top-down managerial systems and promote a more decentralised customer-driven method of decision making and management. TQM methods are developed surrounding the assumption that 90 percent of problems arising in virtually any business enterprise or project are therefore of weaknesses in service delivery processes, rather than necessarily therefore of employee blunders or incompetence. TQM, when applied correctly can improve efficiency and efficiency in an firm (Brent 1995, p. 41).

1. 1. 4 Client satisfaction and loyalty

Customer satisfaction refers to a situation where the customer's needs are attained in a manner that is way beyond his specifications. It implies that an organization or organization must go a supplementary mile to please the customer. In virtually any competitive market client satisfaction is an integral differentiator and is a crucial component of business strategy.

This paper aims at establishing the value of customer concentrate in education, especially at the university level. It looks for to comprehend how customer concentrate can be executed in universities and the issues encountered by students because of this of insufficient customer concentrate, as well as to make a advice on what you can do to increase the situation (Bradshaw, 2010, p. 5).

To achieve these aims this paper is sectioned into five chapters; launch, literature review, analysis and discussion, finish and advice.


2. 1 Need for customer focus

In his book 'Oakland on quality management, ' John S. Oakland 2004, p49 says that top quality management is a subject of delivering quality products to customers, based on customer's specifications. In other words, it refers to fitness for goal or use. This means that the company or business has to focus on the client to become in a position to understand and completely be able to meet the specific needs. Strategies towards TQM should be guided by lots of factors that are aimed towards upholding the trustworthiness of the business. These aspects are; competitive elements of quality and reliability as well as competitive and affordable prices, the main of them being quality, capacity to keep in mind that once an organization gains a negative reputation, restructuring it into something positive requires a very long while, reputation, whether positive or negative, has the ability to cross borders and the final aspect is the fact management of competitive weaponry like quality can effectively be utilized to carefully turn around poor reputation into positive one. When thinking about reputation, organizations are basically putting their focus on what they think their customers think about them. This said, when TQM is described, the biggest part behind it is customer target.

How then is Customer Concentrate relevant to universities? Universities have over time been known to be the biggest manufacturers of human source, but regrettably, students in universities are still confronted with issues that are hindering them from attaining quality education that will land them the jobs they lay claim to be trained for. The services they receive from the said colleges do not meet the benchmarks for fitness for purpose, the problem being that we now have loopholes in issues like the range of analysis methods used to evaluate the students, the grade of collection stock as well as the course subjects offered do not meet the required standards. It has become an issue of concern for many parents, educators, business and authorities leaders (Jennifer 2006, p. 35).

2. 2 Implementing customer focus

Stakeholders have explored new ways of improving college student performance especially at the school level, where a large percentage of students with poor performance are placed. It really is after witnessing the success that comes with customer-oriented business solutions that resulted into improvements operating delivery and better customer recognition in other businesses that teachers and other stakeholders in neuro-scientific education have come together to implement the customer-oriented strategy into education systems. It offers come to the realization of education stakeholders that parents and students need to be treated as appreciated customers who are constantly seeking services from universities as organizations.

One of the main element scholars who discussed the core need for customer focus and its own application in the institution setting was Deming (1958 p. 45). He analyzed the important aspects of customer focus activity and carefully related them to education. He was of the view that there should be a partnership between the government and the education system to be able to boost education. He pressured on the value of students being treated as customers, their importance in the whole system and the grade of education offered to them being based on certain requirements of the careers the students seek after graduating. Deming argues that consumer research should be done everyone in a while and conclusions used to consider the most crucial strategies in employing quality and customer concentration movements, with the belief that appropriate reactions to customer needs can go quite a distance in guaranteeing customer satisfaction. Feedback from customers ought to be the basis after which teachers can perform their educational goals where students are worried, while at exactly the same time increasing their own job satisfaction.

A research study completed by one Coulson (1996 p. 57) revealed that teachers have a good attitude towards the idea of customer focus, which would form a good basis which to get started on the implementation of customer emphasis. Regardless of the increased degrees of awareness among teachers, parents, students and community leaders are still critical of the grade of university education.

The implementation procedure for customer focus is really as simple as getting the customer at heart in all levels of policy and decision making as well as incorporating them in the easy day to day activities that are alternatively taken for granted or as apparent. A number of the steps that could make the execution process as easy as it tones are;

2. 2. 1 Motivating in person dealings

According to Adrian Thompson 2010 in his article 'Customer Satisfaction in 7 steps, ' face to face dealings are the most important part of interacting with a person. However, he acknowledges that it's not always easy to have a private discussion with clients all the time. However, in his studies, Adrian found out that customers think it is easier to utilize a person they may have met in person, somewhat than one they have only spoken to over the phone or communicated with online. Face to face dealings provide one with chance to know their customer personally and to remember to understand what it is the fact the customer really needs since responses is instant.

2. 2. 2 Responding to messages promptly and keeping clients informed

We all know that it is quite infuriating to keep looking forward to a reply for days at a time. With regards to customers, nothing at all annoys them more than to be refused immediate reviews, especially to information considered really important. Even though coping with customers questions within few time may not always be possible, but it is always advisable to at least call again or send a contact and allow customer know that their matter has been received and has been worked on. Although the customer might not exactly get a response right away, it is merely fair to let them know that their request is being done. This way, the client will probably stick with you rather than move their business somewhere else (Arthur and Carrie, 2009, p. 76).

2. 2. 3 Being friendly and approachable

Have you ever considered the truth in the word that one can hear a giggle through the telephone? It is vital to be friendly and courteous, even to customers who cannot see you physically. Ensure they feel that you is there to help them out and react to their needs accordingly. Always keep a specific head and respond to your clients must the best of your ability as politely and courteously as is possible (Schmoker and Wilson 1993, p. 46).

2. 2. 4 Using a clearly defined customer support policy

In the colleges, having procedures that are well developed on the services that are offered to students and what plan of action the customer (scholar) may take in case the product quality and standards are not satisfied is very important. This goes quite a distance in assisting the students realize that their pursuits are kept dearly and safeguarded and that they can always achieve the best they would like to. This is especially in regards to library stock, quality of lecture records and grading of assignments. Policies also needs to clearly define what happens in case the first course of action taken does not work, and they should not merely be guidelines, but must be felt to work basically (William, 1996, p. 113).

2. 3. 5 Honouring promises

Customers hate to be disappointed therefore whenever a business or business promises something, it should honour that offer and make sure to deliver. In the case of colleges for example, assume the offer to update the collection stock, or raise the amount of lecture time for a given discipline, they ought to see to it that this is performed within the shortest time possible of course, if not, the students (customers) should be updated on a continuing basis on the improvement being made (Robert, 2004, p. 74).

2. 4 Influences of customer focus

As previously mentioned, focusing on the client while making or delivering products means that functions used in guaranteeing client satisfaction are generated from the responses that the customer gives to the organization regarding the said processes, services and products. When customers are placed at the centre level during implementation of service delivery, positive impacts are destined to be thought and included in these are a change set for example the library' s mission, planning and plans, which become focussed on encouraging the customers' need in terms of information and communication, since all written documents recognize customer target as the driving a car force.

Leadership becomes essential, for the reason that the library's director and top management become focused on supporting examination in making certain customer focus is upheld. Diagnosis becomes area of the normal procedure for service delivery. Through needs evaluation, quality outcome and satisfaction procedures, constant communication with customers become easier to maintain. All library programs and services are assessed on an ongoing basis, such that quality and impacts are preserved at the required level. Furthermore, workers are made to understand that analysis is more process-focused alternatively than individual-centred. With this understanding, provision of services aimed at client satisfaction is increased, as it becomes simpler to identify loopholes and deal with them consequently. With such analysis, staff members even have the chance and resources to boost their skills in order to provide more customer-oriented services (Mitts an Robin, 1998, p. 57).

Nevertheless, there are negative impacts that can happen as a result of customer concentration. These may either be on the side of the organization or of the students/ customer. For the organization, customer focus can lead to over-stretching of resources. Within the execution process it was mentioned that constant in person communication should be central. These means that the business should employ more than enough staffs in order to reach out to the frustrating numbers of customers at the university or college, for example. In some instances, the organization may find itself overdoing customer emphasis and as helpful information to creating the limits, the next questions can act as a guide to establishing the limitations; is the organization overly responsive to customer demands, could it be too prepared to modify timetables and proven process all with an goal of giving an answer to customers' unreasonable needs, are the policies consistent occasionally rather than in others, will the organization get overcome by negative comments and does the business stick too near customer needs so it misses from overall aims? When these negative effects can be noticed within the organization, it's time to consider alternative methods to quality service delivery (teaching), diagnosis methods and response to customer issues or complaints (Marmar, 2005, p. 165).


The one major challenge that still faces the training sector the world over despite execution of customer-oriented service delivery methods is to get ready students to ain competitive advantages in the world marketplace. To defeat this challenge, universities as the centre of target in this newspaper need to recognize the needs and wants of the customers and customize their service delivery strategies into getting together with these needs, yet this must be achieved in a specialist manner. Keith (1993, p. 49-51) are of the judgment that customer concentration movement has to put into consideration continuous improvement, client satisfaction, quality education and positive return on investment in establishment of colleges that are centered on producing well-armed to contend for careers in the entire world market.

There will be a lot that should be done in success of these and some of the strategies that may be attained are creative constancy of goal. The biggest & most important reason for the business should be creation of the eye-sight of what education should deliver, all for the success of the learner. Organizations also have to adopt a new viewpoint that will permit them to move from school-centred method of learning to a learner-centred method of success. In the words of Joseph (2007, p98), the success of the student/customer should be positioned prior to the success of the organization as a whole. The organization also must cease from depending on mass inspection as a means to attainment of quality. Instead, let organizations change from evaluating instructors and students based on grading and performance assessments and instead switch to self-pacing and self-evaluation. A person should learn to gauge their own performance against their earlier performance, rather than against other customers' performance.

The practice of satisfying specific learners in a school room performance should be discouraged and instead rewarding of the full total understanding and accomplishments of the collective customer cluster. This can help the customer set up a winning mentality collectively. By being genuinely enthusiastic about the collective customer cluster, the teachers can set up methods trough which they can constantly enhance the system of coaching to profit everyone. Another very essential requirement of coaching that should be incorporated in colleges as a teaching strategy is institute training on the job. College curriculum should include in-service encounters with the theoretical issues learnt in category to be able to provide competence, empower the students and encourage expansion and self-development. Such approaches to learning will drive out fear, especially where extensive risk is included and undertaken effectively (Adam, William and Edwin, 1994, p. 69).

This is particularly true where in fact the risk were carried out to accomplish educational objectives. In addition to institute raining face to face, the organizations need to take a step towards wearing down obstacles between classes, departments, specialities and institutions within the business. By so doing, students will be free to consult and have their needs attended to, without concern with breach of restrictions. This goes hand in hand with reduction of slogans, numerical goals and exhortations that often tend to move down performance of students consciously or otherwise. Numerical goals especially have the inclination to make students work towards the targets to please those setting the goals without necessarily placing real value or attachment to the task they do. For the organization personnel or employees, there is certainly need to remove irrelevant work expectations like performance agreements and instead give attention to mastery of the work and competence, more than attendance and conformity. Isn't it evident that employees could hint the attendance register on a daily basis, yet deliver nothing for your day? There is certainly need to give attention to the input that professors make regardless of the amount of time spent making that input (Henry, 1951, p. 47).

Quality should be the concentrate, more than variety. Furthermore, you can find need to remove barriers that deprive learners, administrators and educators of their to celebrate their accomplishments. In addition, a vigorous process of result oriented service education should be geared towards self improvement of most staff members and customers. Analysis should used for improvement purposes as opposed to finding blame and pointing fingers at people. As a result, everyone should be enrolled in to the system to interact in order to achieve total change (Schmoker and Wilson, 1993, p. 17).

3. 1 Problems confronted by students despite customer focus approaches

Scholars are enthusiastic about finding out how many other issues could be triggering a mismatch between skills bought during training at the college or university. It is in this regard that the Working Group on Retention composed of a number of crucial stakeholders in the training sector came mutually to compile a written report on the conclusions about the issues confronted by students. The research was completed at one of the colleges at Brownsville and the aims aimed at after compilation of the survey included providing a environment where students are able to grow and enrich their knowledge, understanding and principles, as well as gain a deeper knowledge of their world. Students also should be encouraged to be more mature individuals who are self aimed and in charge in local and global participation (Glasser, 1993, p. 215).

Among the issues identified as the most nagging and which in most cases lead to dropping away by students despite execution of customer concentrated strategies include job versus course conflicts. Most of the students at the college or university levels juggle between a part time job and their regular classes, and yet the task schedules are very inflexible that they conflict with classes. Change in work schedules and obstacles of owning a full time job while taking regular classes are also some of the challenges that make the work of customer emphasis futile in most cases (Glasser, 1993, p. 215).

Dissatisfaction with instructions given in class leads to conflicts between lecturers and students, hence you can find perceived absence student-centeredness, which might not exactly be automatically be the truth. Students were also seen to have a great deal of unfulfilled anticipations using their company classes and lecturers. There's also personal problems which are not tackled through customer target approaches. A few of these problems which influence performance in institution include insufficient family support, emotional factors, stress, childcare issues among others. Taking a look at them closely, these are issues that might not be tackled in any way through customer focus.

Financial challenges which render students unable to attend college regularly have your final impact on the way students perform in academic institutions. Boling and Evans (2008, p58), report that another major problem that is rooted within the students, and which includes nothing in connection with the methods to service delivery, is the reading epidemic. A majority of students are almost never reading on quality level and also have been found to be missing the literary skills that are needed to attain basic level of education. In their research, they set up that more than seven thousand students drop out of institution every year because they lack basic reading and writing skills.

In addition, teachers have been fooled to believe that students who read aloud coherently also comprehend what they are reading, while oftentimes this is not the case. With all the increased emphasis that is being laid on phonics in the principal level levels, many students are merely memorizing words, but not paying keen attention to the value of understanding. As these students improvement to raised levels, change from word getting in touch with to text understanding demonstrates to be quite a task that customer focus alone might not be able to wipe out efficiently. This is a challenge that needs the type of teachers, right from the elementary levels to the higher degrees of education, with an aim of giving individualized focus on individual students, and motivating them to lay focus on understanding, more than memorizing (Geoff 2003, p. 59).

Alif 1998 argued that adoption of TQM and in particular Customer Emphasis would go quite a distance in enhancing customer satisfaction the countless advantages that com with application of TQM include but are not limited by increased student empowerment, which mean that students will be in a much better position to comprehend themselves, know where their weaknesses lays and know where you can seek help to work on the weaknesses. In addition, TQM ensures increased delivery of scholar services, both in carrying on and vocational education, which would ensure that students have the ability to receive the sort of skills that assure them that they will have the ability to create jobs, when compared with scrambling for the few available occupations. TQM also comes with diminished compartmentalization, which recognizes to it that students can seek benefit their studies from any lecturer in any division without many major constraints. Furthermore, introduction of use of technology in the training process with concentrate on mastering learning skills moves quite a distance in enhancing the quality of education since it stresses on understanding concepts, more than recalling of the same (Edward, 2003, p. 118).


From the discourse and books review above, it goes without saying that student need to be treated as the most crucial customers, both for the success of the business and for their group as well. It therefore means that customer focus should be central in formulation of strategies aimed at service delivery in educational corporations. Education can open doorways to opportunities that are in any other case difficult to come across without the said education. Using the ever-fluctuating economic times and uncertainty in the job market, there is a greater need than previously to provide children with proper education that will ensure them job security and more so the capability to generate revenue which is vital for success. What then can colleges do to be able to influence certain requirements of customer focus?

Alan, Phil and Peter, 2006, p. 43 say that great service is what differentiates one company from another in this competitive world. Colleges need to hire service providers in cases like this teachers, who posses or can be trained to obtain some collections of skills that would influence customer concentrate positively. Some of these skills are communication skills, hearing skills, problem handling skills, professionalism, flexibility, initiative and proactive-ness and process orientation, and therefore they must be trained specifically on controlling students and all their dynamisms. Some of the requirements of customer target that universities may want to put into factor in the process of adoption of customer emphasis are id of the main elements of the service offered.

This means that in the training sector, there exists need to recognize the most crucial elements of the service in the eye of the customers/students. For example, could it be the lecture consultations, the projects or the library services? This can be done by engaging the students in a survey to establish the facts on the ground and the procedure may consist of the steps; perseverance of the comparative need for each service component, building the organization's competitiveness for those services, id of unique service requirements for different kinds of customers/students and development of specific customer service packages. This way, customer focus can not only be aimed at giving customers what they need, but also at creating ecological systems that will serve generations and generations to come (Donald, 1999, p. 28).


Customer emphasis at the university levels must concentrate on students as the principal customers and their parents, taxpayers and other associates to the organizations as extra customers. This is to say quite simply that concentration should move from partners, board of governors and the federal government to the students, who are the primary beneficiaries of the assistance offered at the university. After all, it is as a result of money they pay to the universities that all other stakeholders, especially instructors and governors are able to get their pay. Mentality ought to differ from customer, 'you are here because of us' to 'we are here because of you (David, 1990, p. 93).

Universities should be urged to assist students every step of just how in the learning process. For example, for students to acquire the required skills for confirmed job, universities can liaise with such companies in the precise industry to provide internship programs for three to six months to students, in order to learn the theory in class and the practical on the true job. This might go a long way in eliminating the need for students to juggle between employment and classes, which contributes to poor performance and waters down the attempts made through customer concentrate approaches. This might especially serve the reason if the students are paid some stipend in the course of the internship (Randy and Norman, 2008, p. 69).

On the issue of dissatisfaction with instructions given in class, there may be need to always seek advice from with the clients and clarify why things have to be done just how they are done. By so doing, the clients and companies will be able to find agreement details. If the customers see the service providers as being on the same part with them, they are much more likely than never to cooperate than to react in anger or rebellion.

Most notably, customer services should be provided in ordinary language that a customer can understand. This may well not necessarily be relevant in the category setting, but it is very important in making the customer feel important and needed (Alan, Phil and Peter, 2006, p. 17).

Customer concentration is more about finding out what the client knows and seems about their needs and creating the spaces between their needs and also attaining them. This mostly applies to controlling customer complaints. It will always be best to understand what it is a customer needs by putting claims into questions. For instance, when responding to a customers' complaint there are two solutions that one can use, but the one that would appear cooperative, and the other more demanding and demeaning. For example, plainly telling a customer to walk to a particular office and visit a person may appear harsher than asking them if they have information that they could actually speak to a given person and have their problem resolved quicker. Again the firmness of the speech used greatly concerns (Brent, 1995, p. 99).

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