‫المملكة العربية السعودية‬

Kingdom of Saudi Arabia ‫وزارة التعليم‬

Ministry of Education ‫الجامعة السعودية اإللكترونية‬
Saudi Electronic University

College of Administrative and Financial Sciences

Assignment 1
Quality Management (MGT 424)
Due Date: 14/10/2023 @ 23:59

Course Name: Quality Management Student’s Name:

Course Code: MGT 424 Student’s ID Number:
Semester: First CRN:
Academic Year: 2023/24

For Instructor’s Use only

Instructor’s Name:
Students’ Grade: /Out of 10 Level of Marks: High/Middle/Low
article:

CUSTOMER-FOCUSED ENVIRONMENT: ORGANIZATIONS MUST EXTEND THEIR DEFINITION OF

CUSTOMERS.

ISSN: 03609936

Assignment Question(s):
Question 1

The article delves into the notion of a customer-centric environment inside enterprises, underscoring the

significance of broadening the scope of customers to include not just external clients but also internal

stakeholders. The author posits that the fulfilment of quality goals necessitates the consideration of the demands

of both internal and external customers. By acknowledging the interdependence of people, departments, and

teams within an organization, businesses may cultivate a culture that promotes cooperation and the pursuit of

excellence (Hines, 2012). The paper posits that firms may optimize processes and improve overall quality by

addressing the requirements of internal customers, which includes providing essential resources, support, and

effective communication. The paper emphasizes the need of adopting a comprehensive approach to customer

satisfaction, including both internal and external customers, in order to establish a genuine quality-oriented

atmosphere.

Question 2

The author presents a persuasive argument on the need of meeting the needs of internal customers in parallel

with external consumers in order to cultivate a culture of excellence. Internal customers, including employees,

divisions, and teams, play a significant role in the success of a firm, since their contributions are essential.

When the needs and demands of individuals are effectively met, their ability to perform their professional duties

is enhanced, thereby leading to an enhancement in the overall standard of the products and services provided to

the broader population. The neglect of internal needs may have detrimental effects on the satisfaction of

external customers, leading to challenges in areas such as communication, efficiency, and morale. Hence, it is
essential for organizations aiming to achieve and sustain a commendable level of quality and customer service

to adopt a comprehensive perspective on customer satisfaction, encompassing the needs and expectations of

both internal and external stakeholders.

QUESTION 3

Organizations need a set of tools and tactics that cultivate a culture of customer-centricity and excellence to

succeed in the author's suggested new customer-focused environment. Strong methods of communication

should be established first and foremost. To make sure that all of an organization's internal stakeholders are on

the same page and working toward the same goals, one may use one of these platforms to streamline

communication. Investment in training and development programs is vital because excellent internal

communication is the foundation of teamwork and client satisfaction. Training like this may help staff become

better at their jobs and better serve customers (Hines, 2012). Organizations may better fulfil the needs of their

external customers (the employees) if they invest in the ongoing education and training of their internal

customers (the workers). In a customer-centric setting, training and development also foster a culture of

learning and flexibility. In this regard, feedback systems also play an important role. It is crucial to set up

methods for collecting feedback from employees, such as periodic surveys, feedback meetings, and suggestion

boxes. This commentary may be used as a goldmine of information for improving processes in the future. Better

internal and external customer service is made possible by highlighting process bottlenecks, difficulties, and

opportunities. The formation of interdisciplinary groups is also essential. For the purpose of completing tasks

and addressing issues, these groups consist of people from different departments and walks of life working

together. Innovative solutions and enhanced customer service are the results of cross-functional teams because

they eliminate information silos and promote knowledge exchange. The happiness of both internal and external

customers should be included into the establishment of performance indicators. These measurements quantify

how well a company is catering to its clients' varying preferences. A more complete picture of an organization's

success may be obtained via the use of a balanced scorecard that measures both internal process metrics and

customer satisfaction. Allocation of resources is a useful technique. It is crucial to make sure that assets like
personnel, hardware, and software are used effectively to serve the demands of internal customers. Staff

members are better able to do their jobs when given the resources they need to do so, leading to improved

results for the company's external customers. It's crucial to cultivate a leadership style and company culture that

puts the needs of both internal and external customers first. Executives should lead by example and establish a

culture that values its customers as a top priority. With this new mindset, everyone from upper management to

entry-level workers is responsible for providing first-rate service to both internal and external customers.

References

Hines, T. (2012) ‘Supply chain profitability, quality and world-class organizations’, Supply Chain Strategies:
Customer Driven and Customer Focused, pp. 302–318. doi:10.4324/9780080481258-13.