The questions to ask should be, "Who is my customer?" and "What do they need?" The modern day business functions because everyone is doing "their job." Sales is "pounding the streets" to increase new sales orders. Purchasing is negotiating the best prices for the company's products. Accounts Payable is processing invoices to pay vendors on time to improve the company's credit rating. Production is running as efficiently as possible.
Unfortunately, most business professionals fail to correctly answer the above first question. The correct answer is everyone. In the business world, the term "everyone" falls into 2 categories:
1. With each contact you make with people outside your company, you have the unique opportunity to improve or "un-improve" your company's position in the marketplace. The same can be applied to you personally. Every new person you meet is a potential friend and ally (see 3 below).
While at work, instead of saying, "that's not my job", say, "I don't know the answer, but I will find out for you." How many times have you called a company's main number to get assistance with some issue only to be transferred from one department to another. How long did it take for you to get it resolved? Did it get resolved? How did you feel about that company after all the frustration? Remember that when a frustrated customer calls you. Even if it is not related to your job or department, in today's economy, your company's continued financial health may depend on you.
Some time ago, the President of Scandinavian Airlines viewed it this way. He began to realize that every time one of his employees made contact with a customer (or potential customer), there was a "defining moment" that directly affected a customer's view of his company. In observing employees at the ticketing location at airports, he discovered that when an employee encountered a problem, that employee had to waste the customer's time while the employee attempted to get management approval. This often added to customer frustration and eventually a bad opinion of the airline. He decided to empower the ticketing agent to make many of these decisions. Customer approval increased (as well as sales).
2. To deepen the meaning of customer service, each person within the company that you interact with is your customer. When you get an e-mail requesting some information from another employee, often times they need this information to complete a task. Without your information, that employee cannot complete a task. The more you delay your response, the more your company suffers. This causes waste and goes to the bottom line. When purchasing asks for sales forecasts, does the salesperson delay because they're too busy? Purchasing may need this for high level negotiations. If the purchasing agent does not have this information, they cannot effectively negotiate the best value. The company suffers by paying too much. When Accounts Payable asks for back up documentation on an invoice, does Purchasing delay? Accounts Payable may need this information to be able to pay an invoice early to qualify for a 2% discount. The company suffers by missing out on a savings opportunity.
There is a third definition of customer we must consider in our personal lives.
3. There is an even wider definition of customer service that encompasses our entire life. Everyone you come in contact with is your customer. When booking tickets for an airplane trip, the agent needs certain information from you to book the flight.
How do you feel when a perfect stranger smiles at you in passing? Too often we get caught up in our own unique problems. You may not realize it, but your face may project sadness, uncertainty, even despair. Getting a smile from a passing stranger is like a little sunshine. The wonderful benefit of a smile often is felt to a greater extent when you are the one passing out smiles.
Customer service even extends to your family. Your spouse needs certain things to ensure the health of your marriage. They may need to be assured of continued financial stability. They may need the occasional back rub, a passing kind word or compliment. They may need to spend quality time together with you on a regular basis. Your children need certain things to be successful in life. They need an adult role model. They may need someone to teach them how to ride a bike, play baseball, solve a homework problem.
As briefly touched on in 1 above, every new person you meet is a potential friend and ally. Networking is a powerful tool that can be used to improve and enrich the quality of your life and those you meet.
Total Quality Management (TQM) is more than just studying standard deviations, ISO certifications, or quality control and engineering. The key here is the word "Total." It encompasses our entire life. American business only grasped a portion of TQM by implementing Six Sigma, Supply Chain Management, Kaizen and Lean manufacturing.
Stay tuned for other topics in this continuing series on lessons we should have learned from TQM.
Steven McCredie is a purchasing and contracts specialist living in Sacramento, California. He has studied Total Quality Management and attended several courses sponsored by Dr. Demmings. Steven is currently the Director of Educational Resources for the Institute for Supply Management - Sacramento Valley.
Steven-great points! Imagine the world if every employee of every company and family understood this article! It would be a much brighter world. Thanks so much for sharing!
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