NUR MARRISYA BINTI SUMARJO (2018409462)

AM1104C

A customer is the recipient of a good, service, product, or idea, obtained from a seller,
vendor, or supplier for a monetary or other valuable consideration. Customer are also a people
who are interact with the organization after the process have produced the product. Other than
that, customer is also known as a person who are determine the survival of the organization. An
reliable customer is people who are buy repeatedly from the organization. There are two types of
customer which are internal customer and external customer. Internal customer is those who
have at the process level, departments and key across functional process within an organization
while external customer is those who receive or pay for the products and services. Customer
focus can be defined as the strong contributor to the overall success of a business and involves
ensuring customer satisfaction. Any organization that appreciate their customer will always have
the characteristic of a customer focused as they put their customer as their priority.
The first characteristic are vision, commitment and climate. Every organization will have
their own vision and mission in order to achieve their organization’s objective. For example,
Universiti Teknologi Mara (UiTM). Their objective are to produce a marketable graduate. In
order to achieve their objective, the organization of UiTM need to ensure that they the vision.
For example, they implement a lots of programme such as KACA to improve the problematic
student, an motivation programme and a mentor mentee programme which student can show
their ability in doing their work. Beside that, organization also need to creates a good climate to
enhance customer’s satisfaction. Same goes to UiTM which provide a complete facilities to
ensure the student satisfaction. For example, UiTM provide a college, a class with full facilities
to make sure that all student are comfortable to use.
Next characteristic are alignment with customer. A customer focused organization will
always work hand in hand with its customer. For example, not over promising. Not over
promising means that the promise that an organization said must be depends on their ability.
Means that if the organization said that to renew the passport will take around 1 hour, the
organization need to ensure that they have an enough employees. It is to make sure that the
promise is within the organization capability. The other example is ask for feedbacks. An
organization always need to ask for customer feedback. This is because, without customer
feedback, there will no improvement in the organization. The improvement that been made are
came from a fresh feedback from customers. Next example is to refer the customer of any new
services introduced. For example, in government sector, they have implement a new kind of
system called i-KWSP which it can be used thru an application. In order to make sure that the
customer alert with this new system, the organization informed the customer thru an email, social
media, radio and any other medium. By doing that, customer will always know the progress of
the organization.
The third characteristic is willingness to find and eliminate customers’ problem. This
characteristic manifests the effort of an organization to focused on its customers. When an
organization became a customer focused organization, they need to find and eliminate customer
problems. It means when there is unhappy incidents happened in the organization, they need to
make sure what is the best way to solve the problem. For example , POSLAJU. If one of their
employee has send a wrong courier to a wrong places due to a system breakdown or an logistic
problem, the organization need to inform the customer in what condition that their employees
been thru. It is to make sure that the customer understand and might not have an negative
perspective towards their organization.
Last characteristic are competence, capability and empowerment of people. Competence
means that the manager and the employees need to have a specific skill or right skill to perform.
For example, if someone works as a teacher, he/she need to have a good skill in deliver
information so that the students understand what they have learned in class. Capability means a
capable to perform the job. In example, if someone in the organization are sick, that’s mean that
the person are not capable to perform the job. In preventing this situation happen, the employee
need to go to clinic and make sure that the organization provide an insurance to the employee
especially a medical insurance. Last is the empowerment of people. Empowerment of people
means that the people are empower to make a decision. The manager in an organization need to
ensure that the people and the employees have the right to make decision. The reason is to make
people feel that they have been appreciated. For employees, they will feel more appreciated
when a manager give them a job and an opportunity to make a decision. By doing this, it will
help in reducing the number of employees turnover when employees will loyal to the company
that always appreciate their work.
 In the conclusion, all of this characteristic of a customer focused are important in every
organization. It is because, this characteristic will help an organization in improving their
weaknesses in every side of organization.