Customer-Driven Excellence

Customer Driven Excellence - Baldrige Core Value

(Click on any blue word below to link to its definition)

Customer-Driven Excellence

Performance and quality are judged by an organizationís customers. Thus, your organization must take into account all product features and characteristics and all modes of customer access and support that contribute value to your customers. Such behavior leads to customer acquisition, satisfaction, preference, and loyalty; to positive referrals; and, ultimately to business expansion. Customer-driven excellence has both current and future components: understanding todayís customer desires and anticipating future customer desires and marketplace potential.

Value and satisfaction may be influenced by many factors throughout your customersí overall experience with your organization. These factors include your organizationís customer relationships, which help to build trust, confidence, and loyalty.

Customer-driven excellence means much more than reducing defects and errors, merely meeting specifications, or reducing complaints. Nevertheless, these factors contribute to your customersí view of your organization and thus also are important parts of customer-driven excellence. In addition, your organizationís success in recovering from defects, service errors, and mistakes is crucial to retaining customers and engaging customers for the long term.

A customer-driven organization addresses not only the product and service characteristics that meet basic customer requirements but also those features and characteristics that differentiate the organization from its competitors. Such differentiation may be based upon innovative offerings, combinations of product and service offerings, customization of offerings, multiple access mechanisms, rapid response, or special relationships.

Customer-driven excellence is thus a strategic concept. It is directed toward customer retention and loyalty, market share gain, and growth. It demands constant sensitivity to changing and emerging customer and market requirements and to the factors that drive customer engagement. It demands close attention to the voice of the customer. It demands anticipating changes in the marketplace. It demands a customer-focused culture. Therefore, customer-driven excellence demands organizational agility.

Note: Blue words above are links to other Baldrige Business, Government (Public Sector) including Military and other Nonprofit Core Values or Baldrige Glossary terms.




Core Values

Thank you for using the only truly integrated version of the Baldrige Core Values available anywhere.  Paul Steel


The Baldrige Award has stunningly been suspended mid-cycle in 2022 while the EFQM Award is growing!


Baldrige Award Program's total failure is summarized in the chart below: More at Breaking Badrige.

Baldrige Program Failure 2022

Dr. Deming was not a Baldrige 'Fan-Boy'. For example: "Nothing could be worse", "Evil", and "Nonsense" - are just a few of my favorite Dr. Deming's Baldrige-critical quotes.


Baldrige Core Values - Customer Driven Excellence