chapter  7
16 Pages

Customer relations

Who are our customers? This is perhaps the most important question an organization has to answer. One thing organizations know is that it is often only after a number of years of effort that they are able to build up a consistent number of customers. Their next problem is to keep them, and this is where customer relations plays a major part. Organizations do not have an automatic right to customers, who are free to do business with whoever serves them best. Managers know from their reading on quality that they need to try to satisfy customers’ expectations. This can only be done by working closely with customers, both internal and external, in order to determine what exactly their requirements are. Working to develop these relationships is done for sound business reasons.