Options of Improving Customer Focus of Small Businesses

Abstract

Customer focus is one of the key factors determining success of small businesses. The purpose of this study is to define the options for improving customer focus of small enterprises and their staff and to implement the tools required to that end. The article proposes both organizational and individual level options and tools for customer focus improvement. Following the implementation of the elaborated recommendations, the number of customers completely satisfied with the company's level of services exceeded 80%; the rate of flaws detection as identified in the course of the initial study focused on the level of the main service components necessary for customer satisfaction decreased by more than three times. The implemented activities have significantly improved customer focus of a small business. The efficiency of the developed options for improving customer focus of small businesses was assessed and the findings indicated the practicability of using the proposed tools for the specified purposes.