It shouldn't come as a surprise, but no business can lexist without customers. For the majority of companies there is a realization that its lifeblood is its customers.

In actuality, virtually all quality management approaches, regardless of being product or service oriented, focus on the customer, but this doesn't mean they are customer-driven or committed to delivering customer-value. Because external customers have free will and can generally do business anywhere, it is no longer adequate just to meet customer needs. It is about creating a rewarding experience that comes from being customer-driven with a commitment to delivering value as perceived by the customer.

In today's environment, the customer is concerned with more than the quality of the product or service. Certainly the quality of the product or service is fundamental to survival, but from the perspective of the customer, customer service transcends the product or service that an organization provides. Customer service is becoming a predominant factor in the buying decision and often exceeds price consideration.

Customer service is often a primary factor that separates one organization from another and, in many cases, exceptional customer service has justified an organization to charge premium prices for its products or services. Many organizations still act, however, as though all it takes to attract or retain customers is to offer a good product or service at a reasonable price. It takes more than great products and services to keep customers coming back. Organizations must create the ultimate customer experience.

What does the ultimate customer experience look like? Maybe it's an individual making a personal connection with a customer on behalf of the business. Perhaps it's an employee going out of the way to make sure a customer has everything needed and is more than satisfied with the transaction. Essentially, it's an organization keeping its promise--whether that promise is implied or stated outright.

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