ABSTRACT
When improving service, effectiveness comes before efficiency. If an organization wants to focus on the customer, it must first attain efficacy in its supply of services. Maintaining this efficacy, it can then aim for greater efficiency. This way, the problem is approached from the outside to effect change within. First focus on the public’s needs, then model your organization accordingly. Note the difference. Is a manager’s first question when being presented with an idea for improvement: “How does it improve the member of the public’s situation?” (efficacy) or “What’s it going to cost?” (efficiency).
