Framework 72  Baldrige Management System Model

(Total Integrated Baldrige Excellence System)


This framework has a systems perspective with more than 80% of the questions around the criteria beginning with "how". These systems and processes are the core enablers of the excellence that needs to be implemented and drive replacement of any inappropriate processes and systems.

For example, some questions under Customer Management Systems:

Under product offering

- How do you determine product and service offerings?

- How do you determine customer and market needs and requirements for product offerings and services?

- How do you identify and adapt product offerings to meet the requirements and exceeds expectations of your customer groups and market segments?

- How do you identify and adapt product offerings to enter new markets, to attract new customers, and to create opportunities to expand relationship with current customers, as appropriate?

Under customer support

- How do you enable customers to seek information and support?

- How do you enable when to conduct business with you?

- What are your key means of customer support, including your key communication mechanisms?

- How do they vary from different customers, customer groups, or market segments?

- How do you determine your customers' key support requirements and deploy these requirements to all people and processes involved in customer support?

Under customer segmentation

- How do you determine your customer groups and market segments?

- How do you use information on customers, markets, and product offerings to identify current and anticipated future customer groups and market segments?

- How do you consider competitors' customers and other potential customers and markets in this segmentation?

- How do you determine which customers, customer groups, and market segments to emphasise and pursue the business growth?

Under Customer Relationships (relationship management)

- How do you build and manage customer relationships?

- How do you market, build, and manage relationships with customers?

- How do you acquire customers and build market share?

- How do you manage and enhance your brand image?

- How do you retain customers, meet their requirements, and exceed their expectations in each stage of the customer life cycle?

- How do you increase their engagement with you?

- How do leverage social media to manage and enhance your brand and to enhance customer engagement and relationships with your organisation, as appropriate?

Under complaint management

- How do you manage customer complaints?

- How do you resolve complaints promptly and effectively?

- How does your management of customer complaints enable you to recover your customers' confidence, enhance their satisfaction and engagement, and avoid similar complaints in the future?


  1. Customer engagement refers to customers' investment in and commitment to your brand and product offerings. Some characteristics of engaged customers include retention, brand loyalty, willingness to make an effort to do business - and increase their business - with you, and willingness to actively advocate and recommend your brand and product offerings
  2. Product offerings refers to the goods and services that you offer in the marketplace. When identifying product offerings, to consider all the important characteristics of products and services, and their performance throughout their full life cycle and full consumption. The focus should be on features that affect customers' preference for and loyalty to you and your brand. For example, features that differentiate your products from competing offerings or other organisations' services. These features might include price, reliability, value, delivery, timeliness, product customisation, ease-of-use, requirements for the use and disposal of hazardous materials, customer technical support, sales relationship, etc. Key product features might include how transactions occur and factors such as privacy and security of customer data. You need to link your results on performance relative to key product features and understand your customers' perceptions and actions (outcomes).
  3. The goal of customer support is to make sure the organisation easy to do business with and responsive to your customers' expectations
  4. Building customer relationships might include developing partnerships or alliances with other stakeholders
  5. Brand management is generally associated with marketing to improve the perceived value of your product or brand. Successful brand management bills customer loyalty and positive associations, and it protects your brand and intellectual property.

(sources: Baldrige Performance Excellence Program, 2015; Paul Smith, 2017)

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