N1. Your responses to this Item should include the
customer groups and market segments identified in P.1b2.
N2. If your products and services are sold or delivered
to end-use customers via other businesses e.g., those businesses that are part of your “value chain” such as
retail stores or dealers, customer groups 3.1a[1] should include both the end users and these interme-
diate businesses.
N3. “Product and service features” 3.1a[2] refers to
all the important characteristics of products and ser- vices and to their performance throughout their full
life cycle and the full “consumption chain.” This in- cludes all customers’ purchase experiences and other
interactions with your organization that influence purchase decisions. The focus should be on features
that affect customer preference and repeat business— for example, those features that differentiate your
products and services from competing offerings. Those features might include price, reliability, value, delivery,
requirements for hazardous materials use and disposal, customer or technical support, and the sales relation-
ship. Key product and service features and purchasing decisions 3.1a[2] might take into account how trans-
actions occur and factors such as confidentiality and security.
N4. Listening and learning 3.1a[2] might include
gathering and integrating surveys, focus group findings, Web-based data, and other data and information that
bear upon customers’ purchasing decisions. Keeping your listening and learning methods current with
business needs and directions 3.1a[3] also might in- clude use of newer technology, such as Web-based
data gathering.
For additional description of this Item, see page 37.
3 Customer and Market Focus
85 pts.
C
USTOMER
The and Market Focus Category examines
HOW
your organization determines the requirements, expectations, and preferences of
CUSTOMERS
and markets. Also examined is
HOW
your organization builds relationships with
CUSTOMERS
and determines the
KEY
factors that lead to
CUSTOMER
acquisition, satisfaction, loyalty and retention, and to business ex- pansion and
SUSTAINABILITY
.
3.1 Customer and Market Knowledge 40 pts.
Process Describe
HOW
your organization determines requirements, expectations, and preferences of
CUSTOMERS
and markets to ensure the continuing relevance of your products and services and to develop new opportunities.
Within your response, include answers to the following questions: a.
C
USTOMER
and Market Knowledge 1
H
OW
do you identify
CUSTOMERS
,
CUSTOMER
groups, and market
SEGMENTS
?
H
OW
do you determine which
CUSTOMERS
,
CUSTOMER
groups, and market
SEGMENTS
to pursue for current and future products and services?
H
OW
do you include
CUSTOMERS
of competitors and other potential
CUSTOMERS
and markets in this determination?
2
H
OW
do you listen and learn to determine
KEY CUSTOMER
requirements and changing expectations including product and service features and their relative importance to
CUSTOMERS’
purchasing decisions?
H
OW
do your determination methods vary for different
CUSTOMERS
or
CUSTOMER
groups?
H
OW
do you use relevant information and feedback from current and former
CUSTOMERS
, including marketing and sales information,
CUSTOMER
loyalty and retention data, winloss
ANALYSIS,
and complaint data for
PURPOSES
of product and service planning, marketing,
PROCESS
improvements, and other business development?
H
OW
do you use this information and feedback to become more
CUSTOMER
focused and to better satisfy
CUSTOMER
needs? 3
H
OW
do you keep your listening and
LEARNING
methods current with business needs and directions, including changes in your marketplace?
Notes:
2005 Criteria for Performance Excellence 17
18 2005 Criteria for Performance Excellence
N1. Customer relationship building 3.2a might in-
clude the development of partnerships or alliances with customers.
N2. Determining customer satisfaction and dissatis-
faction 3.2b might include use of any or all of the following: surveys, formal and informal feedback, cus-
tomer account histories, complaints, winloss analysis, and transaction completion rates. Information might
be gathered on the Internet, through personal contact or a third party, or by mail.
N3. Customer satisfaction measurements 3.2b[1]
might include both a numerical rating scale and de- scriptors for each unit in the scale. Actionable cus-
tomer satisfaction measurements provide useful infor- mation about specific product and service features,
delivery, relationships, and transactions that bear upon the customers’ future actions—repeat business and
positive referral.
N4. Your customer satisfaction and dissatisfaction
results should be reported in Item 7.2. For additional description of this Item, see pages 37–38.
3.2 Customer Relationships and Satisfaction 45 pts.
