by Ronald Claiborne

Created on: April 11, 2010

     Growing a strong organization means building an organization with a strong focus on customer service.  The bottom line in every business is to make a profit and an excellent customer service program is a key component.  A company can have the best product on the market, state of the art equipment and facility, excellent management and staff, an outstanding business plan, and still fail if it does not have customers. Organizations that fail to focus on customer service as a critical success factor plans to fail.

     Customer service is a critical success factor in growing a strong organization because it represent an area in which satisfactory results will ensure successful competitive performance for an organization (Cooper, 2009).  One of the four primary ways in which organizational excellence is reflected is through focus on committed people, care of customers, constant innovation, and successful managerial leadership (Darling & Heller, 2009).  Through the care of customers and thoughts and feelings about how to serve them more effectively are important driving forces for organizational excellence (Darling & Heller, 2009).  Therefore, the primary focus of growing a strong organization must be based upon the thought of how can the customers be served more effectively, as well as profitably (Darling & Heller, 2009)?

     Growing an organization based upon a customer service focus requires the development of an effective corporate identity. Gorman (1994) believes a corporate identity program is vital when growing a strong organization because it builds efficiency, effectiveness, and impact.  The three essential elements to building a strong organization through customer service requires an organization to do effective research, develop effective strategy, and develop effective strategy implementation (Gorman, 1994).

     The first step in growing a strong organization through implementing a program focused on customer service is research.  A company must conduct research to determine the demographics of the potential customer.  This research will involve collecting data to determine customer preferences, customer purchasing habits, and customer satisfaction levels.  The aim of this research is to determine what the customer wants and then design the organizational structure to meet those identified needs.  According

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