Week 2: Customer Focus

Corporate mission statements should convey a complete statement about the company's direction, culture and value created .  Sometimes mission statements can be too broad and generic which fails to convey the mission of the corporation.  When I reviewed my company's mission statement I find it is somewhat vague and indistinct.  "Our mission is to exploit technical innovations for the benefit of AT&T and its customers by implementing next-generation technologies and network advancements in AT&T's services and operations. " AT&T 2013.

While I am pleasantly surprised the mission statement is void of overt superlatives, it is also void of distinct value for the customer.  I suppose the "exploit technician innovations" would provide customer value but perhaps it could be more distinctly stated. 
 
The next mission statement appears to be more customer focused with company direction...
"The commitment is to put our customers first by providing excellent service and great communications experiences. This is what we do, and this is why we exist. By focusing on our customers and being a responsible member of our communities, we will produce a solid return for our shareowners, create meaningful work for ourselves and provide something of lasting value for society.."
Can you guess which company owns this mission statement? 

In reading and listening about market orientation, customer focus is the main topic.  This mission statement incorporates the customer focus and cites this will provide solid returns. 

How does a company become customer focused in understanding what a customer wants?  Two words... Market Research!  Market research is the key to understanding customer wants and needs.  However, just because a corporation conducts market research does not guarantee success.  The firm must also share this research data with the entire company.  All this data will have value to each department and assist in making good decisions.  The increase in customer needs met and/or exceeded will result in higher customer retention and satisfaction.  This all leads to customers that are loyal which cost the corporation less to retain through advertising/promotions, they will buy more products and even pay more for the product.  The end result is increased profitability.