According to experts from the Vietnam Productivity Institute (Committee of the National Productivity Organization), a business can only achieve sustainable success when it attracts and retains the trust of customers and stakeholders. Interaction with customers will provide opportunities to create more value. Understanding the current and future needs of customers and stakeholders contributes to the sustainable success of the business.
Customer-oriented quality is a strategic factor, leading to the ability to capture the market, maintain and attract customers. When applying ISO 9001, it also requires the awareness of improvement, technological innovation, the ability to adapt and quickly respond to market requirements, reduce errors and customer complaints.
The question is how to satisfy the diverse needs of customers? That is when businesses must always consider customers as the center of all production and business activities, in other words, businesses depend on their customers, consider customers as the driving force and development of the business.
Previously, the trend of businesses was to develop products and then find markets to consume and find customers to sell products, which showed many difficulties such as: large inventory, increased complaints, high level of customer churn...
The ISO 9001 quality management system is a groundbreaking change when the concept of “product is what the enterprise produces” has been changed to “product is what the enterprise can bring to customers according to customer requirements”. That shows that in order to improve business performance, enterprises need to satisfy customer needs. Orientation will help enterprises clearly identify who their current and future customers are, where they are and what they want.
It can be said that satisfying customer needs is the goal of all businesses in a market economy. However, satisfaction seems to be only the first step. Because, assuming that a business sells a product that satisfies customer needs, another business can also sell similar products that satisfy customers. And so, at least a certain number of customers will move to other businesses. What businesses need to pay more attention to is to capture the minds and hearts of customers. In other words, businesses must meet and strive to exceed customer expectations.
According to experts, when implementing ISO 9001, enterprises need to identify the inputs for design and development projects as one of the activities of the enterprise when planning design and development. The purpose of this is to ensure that the outputs of design and development provide the necessary information for all processes necessary for the provision of the intended products and services (including procurement, production and post-delivery activities); these outputs also need to be clear enough to ensure that relevant people understand what actions need to be taken and in what order.
Design and development outputs will vary depending on the nature of the design and development process and the requirements for the product and service. Design and development outputs will be the primary inputs to the production and service delivery process.
