
16
BALDRIGE AWARD WINNING QUALITY
What’s New in Category 3: Customer and Market Focus?
This section remains mostly unchanged from the previous version: 3.1 is about market
research or collecting voice-of-the-customer data and measuring satisfaction, and 3.2
is about how you use these data to design better products/services and strengthen
relationships with customers. One minor change to 3.1a(1) is that the criteria now
ask about how you might use observation of customer behavior as an important
approach for determining their needs and priorities. Often what people tell you in
focus groups or surveys is very different than their behavior. For exa ...