八项原则之一

Customer focus 以顾客为关注焦点
——Inward seeking focus to Outward seeking focus. 关注内部转为关注外部
This principle is expressed as follows:
Organizations depend on their customers and therefore should understand current and future customer needs, meet customer requirements and strive to exceed customer expectations.
该原则表述如下：
组织依存于顾客，因此应当理解顾客现在和将来的需求，满足其要求，并争取超越顾客期望。
Customers are the lifeblood of every organization. All organizations provide something to others; in fact they do not exist in isolation. We should remember that customers are not simply purchasers but any person or organization that receives a product or service from the organization. Not-for-profit organizations therefore have customers. Customer focus means putting your energy into satisfying customers and understanding that profitability or avoidance of loss comes from satisfying customers. Profit is not the reason for an organization’s existence. Profit is needed in order to grow the organization so that it may satisfy more customers. A profit focus is an inward seeking focus; a customer focus is an outward seeking focus. Customer focus means organizing work as a process that converts customers’ needs into satisfied customers. It means that all processes have a customer focus.
顾客是每个组织的生命线。所有的组织都给其它人提供产品；事实上组织不可能独立存在。我们应当记住顾客不简简单单是购买者，而是从该组织接收产品或服务的人或组织。因此非营利组织也有顾客。以顾客为关注焦点就是说把你的精力放在满足顾客上，并且了解利润或避免损失来自满足顾客。利润不能组织生存的理由。组织需要利润成长，这样组织才可以满足更多的顾客。以利润为关注焦点是关注组织内部；而关注顾客是在组织外寻找关注对象。以顾客为关注焦点意味着把工作组织成为个过程，将顾客需求转换为得到满足的顾客。就是说所有的过程都有顾客关注点。
The principle means that everyone in the organization needs to be customer focused, not simply the top management or the sales personnel. If people were to ask themselves before making a decision, what does the customer need? – the organization would begin to move its focus firmly in the direction of its customers. Customer focus is also about satisfying needs rather than wants. A customer may want ISO 9000 certification but in reality it is business improvement that may be needed. While an ISO 9001 certificate may appear to give satisfaction initially, this may be short lived as the customer slowly realizes that possession of the ISO 9001 certificate did not result in the growth of business that was expected.
该原则是说组织内的每个人都需要关注顾客，而不仅仅是最高管理者或销售人员。如果人们在做出决定前问问，顾客需要什么？——那么该组织就开始坚定不移地关注它的顾客了。以顾客为关注焦点是满足顾客需求而不是满足顾客需要。顾客也许想要ISO9000认证，但实际是需求业务改善。开始时ISO9001认证可以让顾客满意，但好运不长，顾客逐渐意识到拥有ISO9001证书没有导致他期望的业务增长。
The customer focus principle is reflected in ISO 9001 through the requirements addressing: 以顾客为关注焦点在ISO9001要求中的体现：
● Communication with the customer (Clause 7.2.3) 顾客沟通7.2.3
● Communication of customer requirement through the organization (Clause 5.5.2) 组织对顾客要求的沟通5.5.2
● Care for customer property (Clause 7.5.4) 爱护顾客财产7.5.4
● The determination of customer needs and expectations (Clauses 5.2 and 7.2.1) 顾客需求和期望的确定5.2/7.2.1
● Establishing the capability of satisfying customer requirements (Clause 7.2.2) 有能力满足顾客要求7.2.2
● Appointment of a management representative (Clause 5.5.2) 管理者代表的任命 5.5.2
● Management commitment (Clause 5.1) 管理承诺5.1
● Measuring customer satisfaction (Clause 8.2.1) 顾客满意的测量8.2.1
● Establishing the quality policy and quality objectives (Clauses 5.3 and 5.4.1) 质量方针和质量目标的建立5.3/5.4.1
● Continual improvement (Clause 8.1) 持续改进8.1

摘自《Quality System Handbook》