Customer focused excellence is a value, embedded in the beliefs and behaviours of high–performing Organisations. Customer is an actual or potential user of your products or services. Customers include the end users of your products, as well as others who are immediate purchasers or users, such as organisations that uses your product as an input in their processes. Customer focus should be a factor in developing and integrating your organisation's strategic directions.
Confederation of Indian Industry (CII) in 2016, institutionalized 'CII Award for Customer Obsession' for promoting a Customer Obsession Culture among Indian Industry. The Award recognise Customer Centric organisations where Customer is at the Centre of all that they do. The program also helps organisations to understand various elements that are critical for delivering superior customer experience across the value chain. The award program is based on the requirements of the 'CII IQ Excellence Framework for Managing Customer Experience'.
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