ISO14001管理原则之一以顾客为关注焦点
The ISO14001 management principles of customer focus
ISO14001管理原则之一以顾客为关注焦点,顾客是一个组织生存的根本依赖，组织的所有业务活动无一不是围绕着顾客的需求和期望所进行的，包括政府和其他非盈利机构也一样，甚至立法、执法和司法活动也应该严格按照本原则来实施。
The ISO14001 management principles of customer focus, customer is an organization and the fundamental survival dependence, organizations of all business activities are all around customer needs and expectations are carried out, including the government and non-profit institutions as well, or even legislation, law enforcement and judicial activities should be strictly in accordance with the principle to implement.
按照本原则的要求，识别顾客的需求和期望，包括明示的和潜在的，并确保组织满足顾客需要的期望，以期提高顾客忠诚度，强化公司在产业链中持续的核心竞争力，这些是所有企业管理课程中通篇强调的内容。只不过，在确定顾客要求之前，我们需要做的是市场细分和组织定位。组织关注的应是目标市场和目标客户群体中的需求和期望，而这些又与组织的业务本质有着莫大的关系。如果不清楚业务本质而进行决策，很可能出现战略策划的失误，严重损害组织的持续竞争力。如同目前很多企业进行顾客等级评定一样，将公司的资源做好关键顾客的服务。
According to the requirements of the principle, to identify customer needs and expectations, including explicit and potential, and to ensure that the organization is required to meet customer expectations, in order to improve customer loyalty, strengthen the company in the industry chain of sustainable core competitiveness, these are all business management curriculum emphasized throughout the text content. However, in the identification of customer requirements, we need to do is to market segmentation and positioning. Organizational concern should be the target market and target customer groups needs and expectations, and these in turn with the organization's business nature have a great relationship. If you do not know the business nature of decision making, likely strategic planning mistakes, serious damage to tissues of sustainable competitiveness. As at present a lot of enterprises customer rating, the company's resources to key customer service.
只进行简单的顾客等级评定也不一定能维持业务的连续性，可能你的竞争对手同样也在进行着一样的工作。我们很清楚地发现，绝大多数同行业的制造企业，其业务模式一样、公司内部运作也一样、市场与顾客也相差无几，就连生产线也几乎一样。即便是这样的情况之下，每个企业的老板依然还是告诉我，他们公司与顾客的关系是最好的，合作关系是最稳定的。问题是，这个“最好的”、“最稳定的”顾客，也给了其他不少于五家同类产品的竞争对手那里一样的“自信”信息。
Just a simple customer rating may not be able to sustain the business continuity, may your competitors are also in the same work. We clearly found, the vast majority of the same industry manufacturing company, its business model, as well as the internal operation of the company, customers and the market is not much difference between, even the line almost the same. Even under these circumstances, each enterprise boss still tell me, they are the relationship between companies and customers is the best, cooperation is the most stable. The problem is, the" best"," the most stable" customer, also to the other not less than five of similar products from competitors like the " confidence" information.
如果组织不能识别顾客的潜在期望，不能为顾客提供其他竞争对手无法提供的产品和服务，在市场环境出现大的变化的时候，很可能会导致经营危机的出现。可惜的是，每个企业都在呐喊的“差异化竞争”，并不一定就真的可能被转化为组织的内部要求而得到满足。而且差异化竞争经常被简单理解为超越顾客要求，但在现实中，即便超越了顾客期望，也未必能使顾客满意，如：顾客要求产品不用包装，企业如果为了防护产品将其进行包装，可能会导致顾客退货，因为顾客已经从产品设计时考虑到了，不包装只是为了产品上自己生产线时，不用拆开包装浪费时间。因此，了解顾客产品的用途很重要，目的是为了让顾客更方便，而不是为顾客增加麻烦。确定顾客的要求和期望，确定公司的竞争力，可通过市场调查和分析、顾客关系管理、行业及技术发展、新材料/ 新技术的应用、标杆分析和SWOT 分析等方法予以实现。
If the organization does not recognize the potential customer expectations, can provide customers with other competitors can not provide products and services, in the market environment to appear big changes, is likely to lead to business crisis. Unfortunately, every enterprise in the cry of" competition", not really may be transformed into the organization's internal requirements are met. And the difference of competition is often understood as a simple exceed customer requirements, but in reality, even beyond the expectations of customers, it may not be able to make customer satisfaction, such as: customer requirements products to packaging, if the enterprise in order to protection products to its packaging, may lead to customer returns, because customers have from product design to take into account, not just for their packaging products production line, without opening the packaging waste of time. Therefore, understanding the customer product use is very important, the purpose is to allow customers more convenient, but not as customers increase the trouble. Determine customer requirements and expectations, to determine the competitiveness of the company, through the market survey and analysis, customer relationship management, industry and technology development, new materials and new technology application, benchmarking analysis and SWOT analysis and other methods to achieve.