The first of the Total Quality Management principles puts the focus back on the people buying your product or service. Your customers determine the quality of your product. If your product fulfills a need and lasts as long or longer than expected, customers know that they have spent their money on a quality product.

When you understand what your customer wants or needs, you have a better chance of figuring out how to get the right materials, people, and processes in place to meet and exceed their expectations. 

To implement this TQM principle:

• Research and understand your customers’ needs and expectations.
• Align your organization’s objectives with customer needs.
• Communicate with customers, measure satisfaction, and use the results to find ways to improve processes.
• Manage customer relationships.
• Find a balance for satisfying customers and other interested parties (such as owners, employees, suppliers, and investors).

The benefits of being customer-focused include:

• More sales, increased revenue, market share, and mindshare
• Strong customer loyalty leading to repeat business
• The increased possibility that satisfied customers will tell others about your products and services