Building a Customer-Focused Organization


Cabasag, Cynthia J.   (2000, ASQ)   San Miguel Corporation, Manila, Philippines

Service Quality Conference, Scottsdale, AZ    Vol. 9    No. 0
QICID: 18858    September 2000    pp. 1-7
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Article Abstract

Jointly with the 7th Asia Pacific Quality Organization Conference: APQO paper

When San Miguel Corporation's Packaging Products division (SMPP) sought to become an international leader in the industry, the company started a multi-phase journey toward quality, customer service, and employee appreciation. They reinforced their efforts through ISO 9000 certification and adoption of the Baldrige model of measurable total quality and excellence. To boost their customer focus, they implemented several strategies: individualized customer care, customer feedback from multiple touch points, customer information awareness for employees, direct and immediate contact methods to address customer concerns, proactive search for technology improvements to enhance the customer's products, and more. As a result of these initiatives, SMPP is the country's leading packaging supplier with outstanding customer loyalty.


Customer focus,Customer loyalty,Customer retention,International quality study (IQS),Customer service,Customer supplier relationships,International case study,Customer satisfaction (CS)

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