Customer Focus

Customer focus

Apex business believes that the orientation of an organization toward serving its clients’ needs is core to any direct dealings with customers. Having a customer focus is usually a strong contributor to the overall success of a business and involves ensuring that all aspects of the company put its customers’ satisfaction first. Also, having a customer focus usually includes maintaining an effective customer relations and service program.

From the Apex point of view, quite simply, a business that has a “customer focus” is one which takes the time and trouble to understand and address customer needs.  We understand that a customer will be satisfied with his/her purchase if the product meets their needs. So it is essential that a business has a good understanding of what customers want and need from a product. Succinctly, if customer needs are met, then the customer is generally satisfied.

Our main focus as an organisation is to concentrate on the customer’s needs. In our DNA, we have the following ideas that are usually considered to be fundamental in achieving customer satisfaction:

• The product or service must deliver what is promised – i.e. it must be of good quality
• Sales and promotional activities need to create a positive experience for the customer.  For example, the attitudes of staff that make contact with customers should be positive and professional.
• After-sales service should also be positive and appropriate (e.g. user training & help lines). Apex believes that customers often need reassurance after they have bought something that they have made the right choice, or help in using a product properly.

Customer expectations of good customer service also play a part in customer satisfaction.  These expectations typically include factors such as:

• Safety and security – the product/service is safe to use!
• Clear and accurate information
• Legal rights are upheld
• Complaints, enquiries and suggestions are dealt with fairly and promptly
• Special needs are catered for (e.g. disability access)

As seen from the above Apex DNA makeup, we concentrate on providing competitive advantage solutions to our customers and our services are provided under strict identification of customer needs and classification of our delivery services in an orderly and professional manner with a definite customer requirements portfolio in sight.

To maintain a uniform customer focus, Apex carries out the following fine-tuning exercises:

(a)    We constantly evaluate what goods or services we provide to our customer base. Our customer focus ideas hinge on the key products or services that we offer. We do not aspire to market areas we lack expertise in and as such our services are governed by the level of available staff expertise and qualifications so that we can provide appropriate professional and expected standards. We only deal with areas we are confident of providing above customer expectations all the time.

(b)   We use customer feedback tools to get information about our customers. One of the essential starting points for developing a good customer focus is to get the information that we need to figure out what our customers are like, and what appeals to them. Similar to other kinds of market research, customer focus research helps our business, staff and team leaders to develop appropriate goals and objectives.

(c)    We train our employees to offer customer focus. At Apex, we appreciate that another big aspect of developing a customer focus for a business is to make sure members of staff understand their roles in approaching the business with a customer focus. This includes elements of customer service, but at its core, we sincerely believe that customer focus is about keeping attention on the customers, anticipating their needs and valuing their input in solution delivery.

(d)   We also consider providing customer incentives. We have come to understand that incentives, whether they are in the form of temporary sale offers, rebates or targeted giveaway programs, are often a major part of customer focus. We believe that when business leadership members have identified what customers like, they can use these items to reach out to their base further.

(e)    Lastly, information is vital for customers remaining in the loop. We insist on producing important information about our work and or company website helps in providing our business copy to the customers. With time, we have come to understand that another recommendation from customer focus pros is to make all of our business communications and business copy adopt a customer focus tone and outlook. We in the end, appreciate that successful businesses interact with their customers and suspect that most customers are readers they get their information about the company through a website, print brochures or literature, or some other written form.

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Apex Business Management
50 Ferrisdale way
Newcastle upon Tyne
NE3 2SE