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Customer Practices of Global Leaders

The document discusses the customer-focused practices of American Express (Amex) and Honda. It describes how Amex uses various methods like market research, customer feedback and surveys to understand customer expectations and measure satisfaction. It also notes Amex's efforts to convert all customer interactions into listening opportunities. For Honda, the document outlines its "3 Joys" philosophy of ensuring satisfaction for customers, employees and producers. Honda aims for high quality at reasonable prices and trains all employees to pursue efficiency and effectiveness from the customer's viewpoint. It achieves customer satisfaction through a continuous Plan-Do-Check-Act (PDCA) process to narrow the gap between targets and current performance.

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Fouzan Soniwala
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55 views17 pages

Customer Practices of Global Leaders

The document discusses the customer-focused practices of American Express (Amex) and Honda. It describes how Amex uses various methods like market research, customer feedback and surveys to understand customer expectations and measure satisfaction. It also notes Amex's efforts to convert all customer interactions into listening opportunities. For Honda, the document outlines its "3 Joys" philosophy of ensuring satisfaction for customers, employees and producers. Honda aims for high quality at reasonable prices and trains all employees to pursue efficiency and effectiveness from the customer's viewpoint. It achieves customer satisfaction through a continuous Plan-Do-Check-Act (PDCA) process to narrow the gap between targets and current performance.

Uploaded by

Fouzan Soniwala
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPS, PDF, TXT or read online on Scribd
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FICCI

CE

Customer focussed practices of global leaders

FICCI

CE

American Express

FICCI

CE

Amex: Conditions of customer listening

It must serve to identify customers and determine their requirements. It must define measures of success with which the performance of Amex can be judged It must indicate the extent of customer satisfaction in absolute terms as well as relative to its competitors

FICCI

CE

Amex: Customer expectation determination

Market research teams Customer group/segmentation Competitive analysis/ differentiating factors Environmental scan New products / emerging market research

FICCI

CE

Amex: Customer relationship management

Developing Relationship strategies


Access to customer Continuous Customer feedback Conducting Transaction based surveys Establishing Customer focus groups Conducting lost customer analysis Employee feedback

FICCI

CE

Amex: Customer satisfaction determination

Customer satisfaction measurement Competitive comparisons Dissatisfaction analysis Post -installation survey

FICCI

CE

Amex : Customer focused practices

Listen to customer continuously and not at discreet intervals. Keep comment cards at high volume locations.

Use feedback to identify new segments and customer expectations


Design varying customer listening devices for different needs.

FICCI

CE

Amex : Customer focused practices

Convert every point of customer interaction into a listening point.

Use feedback to update, monitor and correct complaints.


Come out with new products to meet the expectations.

FICCI

CE

Amex : Customer focused practices

Process each transaction with speed, accuracy and consistency. Use technology to speed up communications and cut cycle-time. Delegate specified decision making powers down the line.

FICCI

CE

Customer focus at Honda

FICCI

CE

Customer focus at Honda


Honda Motor was founded in 1948. It began as a motorcycle company and has grown to become the largest producer and seller of motorcycles in the world. Honda entered the automobile business in 1963 - making it the youngest among the 11 manufacturers in the Japanese industry. Today it has 88 factories world over and 10 million customers are buying Honda products globally.

FICCI

CE

Philosophy of 3 joys
The company believes that it is imperative to establish a trust relationship in which employees and customers can share a common joy through the experience of the service and products which Honda provides. They call it the philosophy of 3 joys.

FICCI

CE

3 Joys
Honda works to ensure that their products results in 3 joys : Joy for people who buy them Joy for those who sell them and Joy for people who produce them

FICCI

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Quality objective
Maintaining an international viewpoint, we are dedicated to supplying products of the highest efficiency yet at a reasonable price for worldwide customer satisfaction.

FICCI

CE

Customer focus - a common target

Each individual shares a common target of meeting customer expectations. The organization integrates the capabilities of every employee to accomplish the assignment, without big variance between plan and result. In other words, every one is trained to pursue the highest efficiency and effectiveness.

FICCI

CE

Customer focus - a common target


The company requires every individual to set a common target based on customers viewpoint - and a customer focus practice. The customers here do not necessarily mean consumers or external customers. In daily operations any associates linked through the job are customers. In order to achieve the target every one adopts the procedure called PDCA. ( PlanDo-Check-Action)

FICCI

CE

Honda achieves customer satisfaction through PDCA

The basic principle of TQM at Honda is to narrow the gap between the Target and Status-quo. In order to achieve the target the company makes the initial plan, implements the plan, analyzes the outcome of the implementation and recognizes a new problem and finally improves the process of operation. When the company progresses through one cycle of PDCA, the gap between the target and the status quo becomes narrower. The process is repeated till the plan is achieved.

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